How to harness the power of words

Words are one of our most powerful tools, particularly in leadership – here’s how to choose words that sell, excite, and inspire your employees

CREDIT: This is an edited version of an article that originally appeared on Forbes

In a world driven by communication, where every idea, emotion, and aspiration seeks expression, the power of words stands as an unparalleled force. Beyond their functional role in conveying information, words possess an intrinsic ability to shape narratives, evoke emotions, and ignite change.

Whether you seek to inspire, persuade, educate, or empathise, understanding and mastering the craft of language is an invaluable skill.

Harnessing the influence of words in leadership and management

Within the realm of workplaces, the potency of words in shaping employee motivation and engagement is undeniable. Words hold the power to mould behaviours, attitudes, and emotions, thus yielding a profound impact.

A language that is truly effective possesses the capacity to propel employees towards action, kindle ingenuity, and cultivate a profound sense of purpose and allegiance. Notably, language plays a pivotal role in determining how employees perceive their leaders.

Furthermore, the linguistic choices of leaders can inadvertently exclude or disengage individuals. The divide between effective communication and unintended misspeaking can often be surprisingly narrow.

Many among us, perhaps more than we’d openly admit, have experienced a sense of unease concerning the proximity of Facebook’s “caring heart” and “laughing face” buttons. In the midst of the night, anxiety may lead us to double-check, fearing that we may have expressed wild amusement when a compassionate hug was more appropriate.

Competent leaders also harbour concerns about their communication. The finest leaders address these concerns prior to conveying their messages, not in hindsight. Even with the purest intentions, missteps can easily occur. Recognising the appropriate language to employ can significantly mitigate the need for damage control.

Organisations invest substantial amounts of time deliberating and deciding, often enlisting external consultants to guide their choices. Upon making significant decisions, many organizations seek expert advice to shape their internal and external communication.

Herein lies a glimpse into some of this advice.

Striking a Balance Between Concrete and Abstract Language in Leadership and Management

The distinction between concrete and abstract language is familiar, right? Concrete language paints vivid pictures by using specific details, fostering a clear understanding in the audience. On the other hand, abstract language offers more general concepts. Each form of language holds value in specific contexts, while potentially leading to miscommunication in others.

Concrete language embodies specificity, making it more relatable. Mentioning an abstract statistic about thousands of cars from the 1990s may fail to resonate with readers. Yet, mentioning a red 1993 Ford Explorer triggers a cascade of memories.

Consider the experience of encountering a poorly crafted manual. Such failures often stem from an inability to effectively convey specifics. Language employed in instructional contexts must be concrete to facilitate understanding and guidance, effectively ushering individuals or projects from inception to completion.

At times, leaders must focus on inspiring. In fact, this inspiration usually precedes the concrete action phase mentioned earlier. Leaders use abstract language to share visions of possibilities and the trajectories they envision for their organisations and their people.

When executed adeptly, this form of communication elevates the entire workforce.

Employing abstract language when concrete communication is needed frequently results in confusion and stagnation. Conversely, an overabundance of specific, concrete language may overwhelm rather than inspire. Leaders must discern which mode or blend of styles—abstract or concrete—will facilitate the connections they seek to forge.

Even inspirational communication benefits from concrete details, just as abstract emotional triggers can sustain the momentum of a meticulously outlined action plan.

The dual responsibility of top-down communication involves conveying the “why” through abstract language and the nitty-gritty instructions via concrete language. Leaders’ words act as triggers, aligning people and cultivating loyalty.

During moments of crisis, abstract language clarifies identity, while concrete language outlines the necessary actions to weather the storm. Beyond overcoming challenges, executives and managers can optimise outcomes by refining their communication across various business aspects, ranging from attracting and hiring to onboarding and promotion.

Throughout this continuum, leaders wield communication that carries weight. Some communication stirs powerful emotions, while others ensure recipients comprehend what is expected and how to achieve it.

In the context of a company’s website, abstract language imparts the organisational vision, while concrete language offers prospective applicants insight into daily work experiences. Both forms of language are essential for generating interest, yet the application process itself necessitates clear and relatable concrete language.

Onboarding emerges as a crucial period for assessing communication effectiveness. While certain aspects benefit from inspirational abstract language, a balanced mix becomes vital for swiftly acclimating new hires. Even those who grasp information optimally through hearing or reading require concrete examples of processes and procedures. Abstract language fuels inspiration and motivation, while well-structured concrete language paired with relatable examples guides and instructs.

Strategies for Leadership Motivation

Leaders serve as guides, helping individuals grasp concepts and teaching them to follow. They skilfully balance attention and action. Prior to communicating, leaders must pinpoint the outcomes they intend to achieve through language and other content. This clarity shapes the ratio of concrete to abstract language they employ. Abstract language cultivates the bigger picture, while the delivery of specificity and precision remains imperative.

Leaders acknowledge their team’s capacity to tackle substantial challenges, and individuals inspired and poised for action eagerly anticipate concrete, actionable communication. Having embraced the “why,” they are keen to learn the “how.”