The Next Next Common Sense
Language that travels focuses on core meaning rather than precise wording. Technology company IBM developed its "Language Essentials" program to identify concepts that maintain consistency across transla- tions while recognizing that direct equivalents don't always exist. This approach creates coherence through conceptual alignment rather than literal uniformity. Embrace authentic language. Today's audiences value authenticity over polish. When Patagonia communicates about environmental chal- lenges, it uses direct language rather than corporate euphemisms. This authenticity creates trust and coherence. Authentic language acknowledges reality rather than obscuring it. When outdoor retailer REI communicated about supply chain disruptions during the pandemic, it used straightforward language about specific chal- lenges rather than vague references to "unprecedented circumstances." This directness created coherence between customer experiences and organizational communications. Use language that invites participation. Questions often work bet- ter than statements. Invitations create more engagement than pronounce- ments. When Starbucks asks employees to share their "Starbucks story," it creates coherence through participation rather than declaration. Participatory language creates space for dialogue. Technology com- pany Atlassian structures its internal communications around "discussion threads" rather than announcements, explicitly inviting responses and reactions. This approach creates coherence through conversation rather than declaration. Develop language systems, not just words. Effective organizational language functions as an integrated system that includes terminology, narrative frameworks, and decision vocabularies. Healthcare company Cleveland Clinic created a comprehensive "Language of Caring" system that includes not just patient communication terms but conversation structures and feedback mechanisms. This systemic approach creates co- herence across the entire patient experience.
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