There are far too many times I see those two words in press releases, or worse still on invites, "Come experience a paradigm change in washing powders" or something like that. And invariably after sitting through the most excrutiatingly boring powerpoint presentation, where you discover the only 'Paradigm' that has changed is the ability of a marketer to come up with insanely long and pointless acronym, and the executive will mumble something about how "ABCXYZ" technology will dramatically alter your world view. But seriously, the only acronym that can dramatically alter your world view in my humble opinion is LSD, everything else is always bullcrap.
And the worse thing is that executives get snappy when you decide to ask them questions and point out that their massive 'paradigm shift' was actually developed by someone else six years ago. Of course, there will be the odd journalist who will pipe in over here with his comments, doing more PR for the company than the company needs, in auto journalism that chap is the quite entertaining Murad-san, who decided to back up RNT's answers at the Nano launch with his own quite unsolicitated comments.
I am not saying the Nano is not a paradigm changer, it is a dramatic change in the way cars are engineered and manufactured. But you see, Tata Motors didn't send out Press Invites advertising it as such. If a company has done something innovative, some of us, who know what the crap we are talking about will realise it, but try to go easy on the superlatives on the invites. Because if I end up attending something at nine in the morning and see a fancy looking copy, I will not be a happy camper.