Why Words Matter

You have to sympathize with her, don't you? I'm talking about the coroner at the inquest into the 7 July bombings who (in her own words) "ranted" when a witness called a portable incident room "a management conference demountable unit".

 

And coincidentally, only a few days earlier I had read something else about how we use language. Following research, the wording on medicine bottles and packets is going to be changed. For example, you won't see "avoid alcoholic drinks" any more. Instead, you'll read "do not drink alcohol while taking this medicine".

 

Apparently, the old language wasn't clear. And that had real effects. In this case, some people just reduced the amount of alcohol they drank, instead of stopping altogether.

These two examples reminded me how much words matter – because they make a difference to what we achieve.

 

Whether you're trying to solve a problem, implement change, or simply get something done, you need words to define and explain it. And like all tools, if you've got the right ones to hand you'll do a better job.

 

Here are my three top tips for doing a better job – by using the right words.

 

TIP #1: KEEP IT SIMPLE

 

My first tip is straightforward – don't use long words and complicated sentences if there are simpler substitutes. You'll find that simple sentences are clear sentences.

For example, how would you respond if you read this:

 

"Today we are announcing a multiyear programme that will enhance service excellence and innovation, help achieve greater operating efficiencies and position us for accelerated growth"

And now this:

 

"We're changing the way we work. The purpose of the changes is to: improve the service we give our customers; make it easier for us to introduce new ideas; and reduce costs. Doing all these things should allow us to grow more quickly than before. Implementing these changes will take several years.

 

This time you know what's likely to happen and how it will affect you, don't you?

 

TIP #2: USE ACTIVE SENTENCES

 

This is a technical point, but it's worth the effort of putting it into action when you write. And this is why.

 

In business, words which don't result in action are usually wasted words. That's why it's important you make clear who's taking action. To do that you need to use active sentences.

 

Listen to this example of what NOT to do. This is Fabio Capello talking about the match against Denmark during which three different players had the captaincy:

 

"I did not like the way the armband was moved around in the game in Copenhagen."

 

That makes it sound as if the armband moved of its own accord, without anyone being able to stop it. Fabio Capello has used a passive sentence – possibly because it would have been embarrassing for him to use the corresponding active sentence:

 

"I did not like the way I moved the armband around in the game in Copenhagen."

 

Or if he really wanted to be clear (which I don't suppose he did):

 

"I did not like the way I kept changing the captain in the game in Copenhagen."

 

You can see that using active sentences forces you to make clear who takes a particular action – and that's the key to getting things done.

 

TIP #3: USE VERBS

 

I still remember my first English teacher explaining what a verb is: it's a "doing" word. That's why they're so important. When you describe a task, you should always include a verb. After all, if you use a "doing word" it makes you DO something.

For example, don't just write "presentation for Monday" - put something like "import charts into PowerPoint".

 

And here's a short digression. Could this be the reason that politicians like sentences without verbs? Does speaking like that mean they can avoid committing themselves to doing anything? ("Aspirations, not actions?")

I use these techniques myself, because clear language leads to clear thinking – and clear thinking leads to clear answers. I'm sure it would work in your business.

 

So that's this month's message for you to take away. You really can improve your effectiveness by using the right words in the right way.

Just:

 

- keep it simple

- stick to active sentences

- make sure every sentence has a verb

 

Thanks to Stephen Errey, Managing Director, Lucidea Consulting Limited