We hear a lot about new standards recently. It seems that once new standards are in place, everything is altered to meet ever-changing qualifications. What are standards anyway? The dictionary defines standards as a level of quality or attainment. Does this mean that "new standards" result in a new level of quality? It very well might.

Let's look at an example. A company sells fabric and the standard is to offer the very best fabric available. The company sells high quality, durable fabric that is the centerpiece of its product line. The fabric meets the standards set forth by the company. One day, new fabric is developed that is higher quality, more durable, and it is waterproof. The fabric can also be bought and sold at a similar price. The company decides to feature the new fabric in its product line. Is this a new standard?

No, the standard stayed the same. The company is still offering the best fabric available. The quality improved, but the standard stayed the same. Many claims regarding new standards are simply a way to manipulate people into changing their minds.

Stating there is a new standard for mobile long-distance means nothing if the "new standard" does not exceed the previous one. In other words, simply changing things and claiming a new standard is meaningless. This technique is being used in politics, social issues, and marketing. This method allows someone to do whatever they want and claim it is a new standard.

When a company sets standards we expect them to be met. We should expect the same of everyone. When we claim to have the highest quality product, the best customer service, or even the lowest price, we have set a standard for our company. If we don't meet that standard, we are no longer taken seriously, nor should we be.

We should demand that media, politicians, and social activists meet that same high standard. Otherwise, we are allowing them to move the target right before we shoot.