Yep, it’s official – Jetstar and XT are no longer just brand names, they are also verbs.

Well OK, not 100% true, they are unofficially verbs now.  But it’s on record (mine) that they are.  So that’s like officially unofficial.  Anyway .. I digress, let me explain:

Jetstar (the airline) is known to have screwed up their launch into the domestic NZ market, BIG TIME (basically not enough planes, meaning flight delayed all over the place)  And further more to in an effort to help fix their issues, they further pissed off customers with over the top rules (e.g. “no, you’re late, you cant go on that flight now”).

XT (the mobile phone network) on the other hand had a great launch, they pulled in overseas speed demon, Richard Hammond for ads.  And it went so well.  It was rated by almost everyone as FAR better, especially for data.  But then OOOOPS happened.  And again.  And again.   Then people resigned (and again).  Yeah .. not good eh?  But they did offer compensation, and they (including the CEO) fronted up and said sorry and this isn’t good enough.

So here’s how it works now.  There are now two new verbs “To Jetstar it” and “To XT it”.  Here’s how they should be used.

To Jetstar it, means you f&*^ it up big time, but then  try to fix it by screwing up other things and generally piss off your customers.  When customers complain you say its their fault.

To XT it, means you actually did it REAL well to start with, but have got some fundamentals wrong, so after a while a wheel (or two) falls of.  But when you put it back on it falls off again.  You actually TRY to do the right thing for customers and do compensate them, but those darn wheels!

Black and White Version: There are two new verbs in the English language.   Try using one today.

Hat tip: I first heard the term “Don’t Jetstar it” by Orcon CE Scott Bartlett.  The original use is here.

PS: As I have stated b4, there is WAY too much XT Bashing out there.  This isn’t that.  It’s a wee laugh about how brand names can be twisted into verbs when they get ‘famous’ for something they don’t want to be famous for.  But bashing Jetstar?   Go for it! :-)

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