Language as Brand

I’ve had the chance to meet a range of extraordinary leaders in my work. One thing they have in common is a commitment to being highly intentional about how they use language. They know people listen carefully to every word they say, and can be prone to misinterpret. So they take pains to be as clear as possible and set an inspiring tone.

Of course, these leaders were not born knowing how to communicate precisely and effectively. They are skillful because they spend time and effort considering just how to phrase things. And once they hit upon the right words, they’re not afraid to repeat them. Over and over.?

This is something all of us can do.

I’ve written before about the power of using the word contribution rather than achievement. This simple swap demonstrates that we view our successes as part of a larger effort rather than being all about us. It’s not only more generous, it’s more accurate, since few of us achieve anything of real significance on our own.

It also resolves the dilemma of whether we should speak about our team or ourselves. We simply say, “My team achieved this/ met these benchmarks/ got a fantastic customer response. My contribution was…”

It's not an either/or, it’s a both/and.

Another wonderful phase we can use is “of benefit.” As in, “Would it be of benefit to you if I spoke with James?” Or “Would it be of benefit if I introduced you to Samar?”?

This also works in reverse. “It would be of real benefit to me if you could ask James about this.” Or “If you would feel comfortable calling Samar, it would be of benefit to my job search.”

The word benefit is usually an improvement over the more familiar help, as in “How can I help you?” or “Could you help me?” Help implies an insufficiency or need on our part or the part of others, giving a negative spin to our offers and our requests.

Of benefit, by contrast, is completely positive. We’re not suggesting there’s some problem or a lack, so there’s little risk of sounding needy or clueless or insulting someone. It’s graceful phrasing, the actual definition of grace being that which is freely offered or given, without expectation of return.

Owning a few distinctive phrases has many advantages. First, thinking them through helps you clarify your ideas and intentions in a way that expresses your values– what you believe is important and what you don’t. Using language in a way that is individual to you also helps build your brand and reputation. You get known for it. People quote you: “It’s like Ted always says.”

This supports your ability to position yourself as a leader. Not necessarily a positional leader, as that might not be your goal. But someone who has influence and a voice.

Three techniques can help.

First, give the matter serious thought. Watch for moments you feel dissatisfied with how you made a point. What did you leave out? How might you have said it better? What held got in your way? Note any patterns that recur. And then decide on an alternate phrasing.

Next, enlist help from colleagues, peers, or friends. Don’t bemoan your frustrations or over-explain. Simply tell the other person that you’re seeking to have a bigger impact when you speak and ask if you can try out a few phrases with them. If they’re not up for it, say thanks and move on to someone else. If they’re glad to help, simply use the word or phrase you’ve come up with in conversation with them and ask them how it sounds. Then listen carefully to what they have to say.

Finally, test whatever you come up with in real life. It may feel awkward at first, but that’s the point. We become comfortable doing uncomfortable things by doing them, not by pondering or trying to perfect them in our minds. We need practice in order to learn what works and what doesn’t. This takes a bit of boldness. But over time, we’ll find people listening more attentively to what we have to say.

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