Word Choice And Definition: Two Skills For Avoiding Communications Evils
Sherilyn Moore is the Chief Marketing Officer of Building Hope , a creative and focused communicator, executive and career gypsy.
We wouldn't dream of throwing a dangerous tool like a chainsaw into a friendly match, although it would certainly turn things around, but we tend to use our most powerful tool (or weapon) without a second thought. Words need respect, understanding, and definition if we are to harness their power forever.
When I was in college, I regularly advised students to be a little more colorful in their descriptions. They turn to the book of obscurity known as the thesaurus, thereby diverting many people from clear and creative lines of communication. The student drama begins to sound like a sweet romance when the "blonde blue-eyed girl touches the water" turns into a "blue-eyed, blonde-haired goddess who sinks her dagger-like nails into the blue sea." Another thesaurus crime turned a "happy child" into a "drunken cherub." Although it's a kind mischievous name, it's not a smiling baby.
We explore how to not just say "hot" and hope for understanding so they figure out what level it is and expect growth. It's no big deal to chill a hundred degrees by the pool at a desert resort. If we imagine the same 100 degrees that would leave a Minnesota student's car in the desert with no cell service and no one in sight for miles, we can feel the heat rising from the pavement.
This innocently made-up word crime describes the communication problems that affect us every day. Conflict arises when we assume that other people define words the way we do.
Let's take the word "professional". Does that mean wearing a gray suit and fancy shoes? What is the use of slang? Is it about perfecting the perfect Barbie corporate persona?
As a former English college professor, former financial services firm, former Hollywood writer and producer, former real estate and project management consultant, former CEO, former CEO, and current CMO, I've seen many definitions of this... the word "professional."
Throughout my career I have experimented with "performance clothing". I once traded my heels for cowboy boots to go on a date. “No one cares about your shoes,” my colleague said. I'm a recently transplanted "hippie" from California who has to convince small town politicians that I pose no threat and that my organization can truly be an integral part of the community. At the meeting, when I crossed my legs and my long skirt fell to reveal my shoes, the top dogs complimented them. I looked at my partner. The clothes I chose worked.
My talks, presentations and pitches to groups are realistic, persuasive and aesthetically pleasing. If I show up barefoot in yoga pants, that will work too. If I were to choose one word about showing positive energy for community empowerment instead of the economic impact of adopting our project, would it work?
Words cover our thoughts and ideas. We must choose them not only for our own purposes, but also with consideration and respect for others.
I remember discussing literature with our older student friends in high school. The $10 Word Parade is a contest to be the smartest in the room. "Seems" objectively. Some of the longest statements are the bitterest, and the shortest truths are often the brightest. Abbreviations and technical terms in the workplace are not as clear as in the shop, but often obscure a deeper understanding.
My definition of "professional" is excellent at what you do. It means being adaptable, flexible, intelligent and able to effectively and efficiently achieve your goals without compromising the overall mission and engaging others effectively and respectfully. It's different for other people, and as professionals we have to come to the same definition.
So how can we ensure that we use our words as a tool to create effective communication and not as a weapon to destroy it?
1. Define your words. Be perfect. Never assume that "everyone must understand" because they don't. Define your wording when you say the team "wants to create a 360-degree customer experience." What is "committed" to you? What is "customer experience"? It seems easy to do, but does that mean you're pulling resources from other projects to do it? Or just a slogan, and if so, do we need a new one?
2. Respect the word and its group. Ask your group members to find out what these words mean to them. If you're doing this out loud in a group, chances are everyone will be nodding their heads to end the meeting quickly.
3. Adapt to understand. Read the answer aloud and discuss how to adjust the wording to make it clearer. Make sure you understand what it really means, what it looks like, and what needs to be done by asking and listening.
This process takes time, but I find it more effective in the long run.
What if you think "busy" means a work weekend, but your team thinks you want to prioritize other work goals? You're alone in the office on a Saturday with a tray of lattes wondering where they are.
At the root of many conflicts are communication issues, and words are powerful tools and weapons. Choose them carefully, define them specifically, and tailor them to your target audience or team for better understanding and respect.
The Forbes Communications Council is an invitation-only community for leaders in successful public relations, media strategy, advertising and creative agencies. I'm right
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