Language: A Business's Secret Weapon

As the old adage goes, communication is key. So it's no surprise then that language, the medium through which we communicate is a crucial element in business success. At Simms International , we've learned that even subtle changes in language can have transformational impacts on our business. In recent years, we've made several small tweaks to our language, resulting in significant improvements in our operations and culture.

In this article, we'll explore how language can be a business's secret weapon. Through examples from our experience at Simms, we'll discuss the subtle language tweaks we've made in recent years and how they have had transformational impacts.

We'll also delve into the power of language in change management and how clear and consistent communication can help bridge gaps and foster a growth-oriented culture.

Hopefully, by the end of this article, you'll have a better understanding of how language can impact your business and some practical tips for making small but significant changes to improve communication.

The Power of Choice

Choice is a fundamental aspect of human life. We are constantly making choices, from the smallest decisions like what to eat for breakfast to the largest decisions like which career path to pursue. Our choices determine the path we take in life and ultimately shape our destiny.

The power of choice also extends to businesses. Companies have the power to choose how they operate, who they partner with, and what values they uphold. These choices can have a significant impact on the success of the organisation and the well-being of its people.

Choice gives businesses and people the opportunity to shape their own destinies.

Example 1

The following example is just one of the tweaks we have made in recent times, the use of the phrase "of choice" when discussing our relationships with suppliers, customers, and employees.

This small but significant change challenges us to think differently about these relationships by shifting our perspective to that of the other party. By using "of choice" we are actively searching for meaningful impact from their perspective, which encourages us to take the time to understand what excellent service, support, or experience looks, acts, and feels like for them. This shift in language also provides clarity in our communication. For context, I've provided an overview of how we use the phrase "of choice" with 3 further examples.

Investment "Of Choice"

When we discuss with our suppliers our desire to be an "investment of choice" we are communicating that we view our relationship with them as a strategic partnership, rather than simply a transactional one. We want to ensure that we are their top priority when it comes to time, resources, and support, and we are committed to providing them with the same level of investment and attention in return. By using this language, we are signalling to our suppliers that we value their contribution to our business and are committed to building a mutually beneficial partnership.

Partner "Of Choice"

Similarly, when we tell customers our intentions to become their "partner of choice" we are communicating that we view our relationship with them as a key component of our business strategy. We strive to be the best possible provider of the products or services they need, and we are committed to delivering the highest level of value, quality, and customer service. We are demonstrating to our customers that we value their trust and loyalty, and we are dedicated to meeting their needs and exceeding their expectations.

Employer "Of Choice"

In using the language "employer of choice" we are communicating that we view our relationship with our colleagues and future talent as a critical part of our business success. We want to attract and retain the best possible talent, and we are committed to creating a positive, supportive, and inclusive work environment that enables them to thrive. It encourages us to constantly put people at the heart of everything we do. This means exploring what it takes to provide excellence in terms of not only the work environment and company culture, but also in terms of employee benefits, professional development opportunities, and other initiatives that support their well-being and growth.

Impact

As you can see in each instance, the addition "of choice" stretches our thinking, encourages us to look 'outside in' and challenges the organisation and colleagues within to consider what excellent looks, feels, and acts like.

Change management

Clear and consistent communication is essential to ensure that everyone in the organization understands the vision, goals, and objectives of the change initiative. When language is used effectively, it can help to reduce uncertainty, build trust, and increase engagement among employees.

In order to achieve clear and consistent communication, it is important to use language that is easy to understand and free from jargon or technical terms that may be confusing. Leaders must also be transparent and honest in their communication, acknowledging both the positive and negative aspects of the change initiative.

Example 2

The past few years have been challenging for many businesses, and Simms is no exception. From the pandemic and its ongoing impacts to the rising cost of living, component shortages, and the uncertainties of Brexit, there have been many factors outside our control that have made it difficult to maintain business as usual.

However, despite these challenges, we have been fortunate to have a CEO who understands the importance of putting people first. Through weekly updates that reinforce the importance of colleague welfare, family, and teamwork, our CEO has consistently communicated a message of support and reassurance during these difficult times. This has helped to ease anxieties and motivate our team to continue to excel, even in the face of uncertainty. The power of language in reinforcing our company culture and values has been invaluable in keeping our team united and focused on what's important.

Growth Culture

Effective language can be a powerful tool in creating a growth-oriented culture within an organisation. By using language that inspires and motivates, leaders can bring people together and create a culture that values growth and continuous improvement. At Simms, we have prioritised promoting resilience, agility, and relevance, and regularly use this language with our team to inspire and motivate them. By demonstrating the impact through consistency and clarity of language we have fostered a culture that is forward-thinking, adaptable, and committed to success. Language has played a key role in bringing our team together, encouraging collaboration, and promoting a culture that values innovation and growth.

Tips to Get Started

1. Choose words intentionally: Words matter and can have a significant impact on how others perceive and respond to us. Use language that demonstrates empathy, inclusivity, and understanding of others' perspectives.
2. Focus on relationships: Use language that focuses on building strong relationships with suppliers, customers, and employees. Using phrases like "of choice" to show that you value these relationships and are committed to building mutually beneficial partnerships.
3. Be transparent and honest: In change management, clear and consistent communication is essential. Use language that is easy to understand and free from jargon or technical terms that may be confusing. Be transparent and honest in their communication, acknowledging both the positive and negative aspects of the change initiative.
4. Reinforce company culture: Use language that reinforces your company culture and values. For example, during challenging times, leaders can use language that demonstrates support and reassurance to keep the team united and focused on what's important.
5. Foster a growth-oriented culture: Use language that encourages learning and development, as well as experimentation and innovation. This can help to create a growth-oriented culture that supports the well-being and growth of employees.

By making small but significant changes to your communication and language, you can improve your business operations, culture, and relationships with suppliers, customers, and employees.

Final Thoughts

So, we've come to the end of the article, and we can't ignore the fact that language has played a major role in the recent success of Simms. However, on reflection, this has been the case from the very beginning!

Andrew Henderson our CEO and owner has been a strong advocate of using "we" instead of "I" in all communications and interactions. Anyone who knows him wouldn't be surprised by this!

It's clear to me now, that this approach has had a huge impact on the company's culture, values, and ultimately its success over the past 33 years. By emphasising teamwork and collaboration through language, the CEO has created a culture where everyone feels like they're part of the same team, with a shared mission and vision.

Ultimately, Andrew Henderson consistent use and application of "we" has helped to shape the culture and values of this business and has been a driving force behind its success.

So, let's raise a glass to the power of language, and the positive impact it can have on businesses and teams alike! And if you're looking to get started, perhaps "we" is the way to go, not "I".