Get ready for a paradigm shift from a leader in analog modeling technology

[lotus2035]

Seriously are these people male or female? What? I like left one...damn..

Bandname: 'GMO Gender Swap'.

[dreamkeeper]

It's all bollocks... misinformation... info-war...

What really happened: They've been bought by Gibson.

[ghettosynth]

a time when the usual and accepted way of doing or thinking about something changes completely

If the shift is implied as:

- IKMM's business model: then no it's not really. If you were getting into the fruit and vegetables market then yes I'd agree however a mono synth is still in the same industry. It's exactly the same as when Arturia starting making hardware and people said "oh wow, that's interesting" but never thought about it again. They didn't say "OMG, have you seen what Arturia are doing?! Mind. Blown. Hardware synths from a software company. How on earth have they managed to achieve that?!"

- Hardware synths: then no, just no. I'm positive you have some great features but I very much doubt it's anything we've not seen before.

Indeed. The only thing that "paradigm shift" is here is marketing drivel being used to hype a fairly simple portable synth. Just because marketing types have abused the meaning of the phrase coined by a scientist to mean something specific and, consequently, dictionaries have picked up on that misuse, doesn't mean that you don't come across as ignorant when you abuse the phrase. The dictionaries also validate modern misinterpretations of "begs the question," but the only people who misuse it are those that never understood what it means in the first place.

In fact, pointing to the OP's preferred source, the cambridge dictionary doesn't even have the correct meaning of that phrase either.

https://dictionary.cambridge.org/us/dic ... e-question

On both counts, wikipedia gets it right.

https://en.wikipedia.org/wiki/Begging_the_question

The criticism of Wikipedia as not being encyclopedic has long been outdated in most cases. In particular, it cites proper sources for its definition of "paradigm shift", of which the cambridge dictionary is not.

[AnX]

Nobody uses Cambridge, its all about the Oxford dictionary, for future reference

[Robmobius]

Indeed. The only thing that "paradigm shift" is here is marketing drivel being used to hype a fairly simple portable synth.

Yup...

Basic marketing lesson: Make sure you can live up to the 'hype'. Otherwise you end up looking like a wet fish who will inevitably take some flak from us cynics.

If you'd been less heavy handed with the 'we are so great' marketing then people would have been genuinely interested. Ah well... Live and learn I suppose.

[el-bo (formerly ebow)]

Ah well... Live and learn I suppose.

You'd think

[Peter - IK Multimedia]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

[BMoore]

"We, as a label, thought our artist's album was great, so we marketed it as a 10/10."

[BMoore]

Also, I edited the text from "the leader" to "a leader".

Why?

a ≠ the

That's really not up to Ben, is it.

Nor is it up to IKMM unless they can substantiate it somehow.

The leader? Better than UAD, better than Roland, better than SoundToys, better than u-he, better than Waves. It's laughable at best.

Still, not up to Ben?
Exactly.

[stratum]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

Yawn what a boring thread. You are announcing a paradigm shift but not even revealing an interesting product. I remember a phrase from The Hitchhiker's Guide to the Galaxy about marketing people. No I won't tell it, go read it.

[Peter - IK Multimedia]

We, as a company, experienced a paradigm shift... I'm not sure you still don't get the context or you just don't want to? Either way, I think it is pretty clear to those that know what it is as it has been expressed elsewhere that people completely understand what we mean.

I get it, [edit] some don't like IK's marketing. But the context of what kind of paradigm shift is happening for IK should be pretty clear to those who know what this product is.

And we will reveal an interesting product that is a paradigm shift for us, at Superbooth 2018 as planned. There's certainly a lot of media interest in it (but we kind of knew that would be the case since we showed it privately at a previous trade show).

[Bombadil]

The Golgafrinchans?

[jancivil]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

It will have been perfectly clear if you said 'paradigm shift for us' which happens finally on pg 19, yeah.
But that's not controversial or click-bait, now is it.
It was clear to me by now but thanks for the condescending answer all the same.

[Robmobius]

Again, context is key. There is a paradigm shift here for IK, seems it would have been clear how it was meant what with the early information and all.

Backpeddling now mate... That's not how it was sold in the thread title IMO.

[stratum]

Why would anybody care about IK's own paradigm shift, I don't know. If you had started a thread with the title "we have new product that you might find interesting" it would be much better.