“What are words for,
When no one listens anymore?”
– M.P., 1982
When I first started in strategy, I didn’t take into account the importance of words.
Not just the words themselves, but the emphasis I put on those words.
Which words I highlighted, which I avoided.
Which words I used more of, and those I didn’t use at all for fear I would upset a client or partner.
that stated:
“We believe this service is essential for you,
So we have budgeted a minimal of time for it.”
But wait, I thought,
If it’s essential, why only minimal time?
If the service is crucial,
Why not devote the maximum to it.
Instead of using “essential” and “minimal”?
Why not: “In our experience, this service is so important that not only should you include it,
But our experience says that X amount of time needs to be in the budget for it.”
Followed by a litany of reasons why;
Lessons learned, previous experience,
Confidence.
Remember your strategy is just as much confidence
As expertise.
The client relies on you to provide them the best option
So they can get the best outcome.
So if there’s an opportunity,
A key to success,
An idea to enhance your strategy,
Don’t waffle – use it.
Own what you say
And how you say it,
And your strategies will be better for it.
