This becomes particularly important when you consider the language of the professional world – which determines where dollars are spent, what policies are enacted, and what working environment you create.

What six-letter difference could be impacting your business in ways you haven’t even considered?

Why language matters for your clients

There are tangible changes you can make to completely flip the script in your communication. Changes like:

• How you talk about your company: When a visitor comes to your website, do they read words like "we" (“We have X equipment with Y capacity…”) or "you" (“Here’s what you can expect when working with us….”)? In other words, are potential clients able to see themselves in what you’re saying, or does your web copy read like a brochure that simply touts off your services and capabilities?
• How you position your process: When closing a new piece of business, what document do you put in front of someone? Is it a “contract,” which draws associations like “lawyers” and “conflict,” or do you have an “agreement,” which implies a shared understanding and set of goals?
• How you refer to the work you do: Do you use language like “deliverable” when talking to clients? If so, could that devalue the elements of your partnership that don’t have a tangible outcome (such as the relationship, your insights, and expertise)?

Why language matters for your team

Likewise, your internal communication can make the difference between an engaged company culture and a disjointed bunch of unhappy employees. Think about:

• How you refer to your ideal employee: If you’re familiar with Kinesis, you know we even re-wrote a chapter of our book on this one. How are you talking about your team in the recruiting process and beyond? Do you use terms like “Rock Star,” “A-Player,” or “Unicorn?” If so, what message does that send to your employees who don't stand out from the crowd in traditional ways?
• How you write your values: Earlier this year, we talked about the pitfalls of having the word “integrity” in your values. But the problem isn’t with the word itself – it’s with how it shapes behavior with your team (or doesn’t). Could it be more effective to outline the specific behavior you’re looking for – like “Do the right thing,” “Tell the truth,” or “Follow through on your commitments”?
• How you structure your job titles: Are you a salesperson, a consultant, or an advisor? What does that distinction say to the employee, the team, and the rest of the world?
• How you assign projects: Believe it or not, a fascinating study showed that the addition of one word (“together”) can impact your team’s performance on group projects in some incredible ways – including higher engagement, better quality, and reduced stress. How can you start to incorporate it more?

Words are important. Use them wisely.

Whether you’re drafting a survey question about public speaking, or assigning blame and punishment for a broken vase, or – most importantly – interacting with the people who make your business what it is, remember that you never know what an impact even six letters could make.

This article represents less than 2% of the words you’ll interact with today. What will you do with the other 98%?

Kinesis works with business leaders to reimagine their culture and internal communications. Think your organization might be a fit? Give us a call.