The Life-changing Power of a Word

Words are my jam. I believe they are incredibly powerful tools to turn the lights on in our brains.

Sometimes all it takes is one word to create a major shift.

I have seen the huge impact that a few descriptive keywords have when doing clarity consulting with individuals and brands. I've had the privilege of seeing numerous careers and teams change by coming to an understanding of identity and purpose through keywords.

But it's not just a professional power. It touches every realm of communication. It's human. Words are our fuel, for better or for worse.

A personal story: My wife and I have been happily married for 42 years. Like any married couple, we have had our share of long discussions, life negotiations, and occasional conflicts. We communicate - a lot. We laugh - a lot. However...

...there was this one personal issue we were stuck on. Every time we tried to address it, it seemed we were talking past each other. Not for days, or weeks, or months...for decades. It was a sore spot that was not yielding to logic (sorry, Spock!).

Every time this problem reared its head, it led to misunderstanding and bruised feelings (for both of us). Been there?

Recently we attended a marriage retreat together and had an opportunity to put this uncomfortable subject back on the table. But this time, my wife explained to me that when I used a certain word in discussing this issue, it set off emotional alarm bells in her, and created a withdrawal reaction. This word wasn't turning the lights on, it was shutting the door.

For me, this was just a perfectly neutral word with a self-evident meaning. Nope. She had a whole different set of meanings attached to that word.

There was no lack of love or good intentions. But misalignment had created a stumbling block between us for years. We couldn't seem to get on the same page.

So we talked about it a bit and did something I wish we had the wisdom to do years ago. We settled on a different term. Very similar meaning, but when we landed on that new keyword, her reaction was, "Oh, OK, now I get what you mean. That works for me." Done. Friction removed. By one word.

Words convey meaning and mental imagery, move the heart, and lodge in memory. A select few power-packed words (or maybe one!) are the best ammunition you have to communicate with others, and create alignment of meaning.

When I do clarity with individuals and companies, we start with a keyword exercise. Why? Because when we encapsulate identity and purpose and superpowers in just a few words, we have the foundation of a brand.

At the upcoming Life Sciences Trainers & Educators Network (LTEN) conference in June, I'll be co-leading a workshop on personal branding and networking. At the tables, we start with individual keywords, mix in some illustrative stories, and then come up with simple statements and real-life examples for each attendee. Because professional networking is about creating the most accurate and memorable impression in the fewest words.

Everyone needs clarity. From the CEO to the newest hire, well-chosen and focused words create success. And sometimes on the home front as well!

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Steve Woodruff is the author of the book?Clarity Wins?(and the upcoming book?The Point - How to Win with Clarity-Fueled Communications). He facilitates?workshops for organizations and teams looking to equip their employees with superior communication skills.?