If you want your message to land,
it’s essential to use relatable language,
making obscure become vivid,
like a polaroid developing.
The opposite often sounds like this:
“A uniform platform of excellence.”
This was in fact a phrase one of my clients
uttered years ago as he was reviewing
his planned remarks for the company meeting.
“What does that mean–a uniform platform of excellence?” I asked.
He responded:
“Everyone from the new hire
to our CEO will go through the same training.”
“Say that.” I replied.
I call this The Bar Test.
Ask yourself, “What would I say in a bar
(or at a barbeque)
if I was speaking about this situation?”
Within the realm of what’s appropriate,
why not use that language
when you talk to your audience,
clients, prospects and team?
Too much jargon and opaque corporate speak
lead listeners to disconnect.
“Execute on strategy.”
“Capitalize on strategic corporate opportunity.”
These phrases go through our heads
like sand through a sieve.
Instead, choose surprising, image-rich words
that “dimensionalize” your ideas.
Give details.
Use potent verbs.
Study the language masters:
great poets, comedians, songwriters, and speakers.
Risk Forward & Rock On,
