The most overused word in alternatives marketing: Proprietary

proprietary \ prə-ˈprī-ə-ˌter-ē \adjective something that is used, produced, or marketed under exclusive legal right of the inventor or makerMerriam-Webster Dictionary If there was ever a word that the alternatives industry loves to hide behind when marketing, it’s “proprietary.” We talk about proprietary research, proprietary processes, proprietary relationships, proprietary algorithms, proprietary systems…the word is as broadly…