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By Joe Phelps
Our
language is like a computer’s operating system — we are programmed by
it. By using the right words (with the right people) you can change
conflict to cooperation. Examine how you react when people get your name
wrong or your title doesn’t quite fit. Your team members will react in
the same fashion, and so will your customers.
Creating a company language strengthens your corporate
culture and bonds your team in a way that company picnics can’t. It
makes everyone feel connected because they understand each other and
feel respected.
It will also help your company win business in a couple
of ways. First, your clients will subconsciously respond in a positive
manner when they see how well your team relates to one another. Second,
it makes potential customers more responsive because they will feel that
you understand them and their needs better.
It is also wise to listen to how your customers
communicate with each other and use their language when you do business
with them. Here are some words and phrases that do (and don’t) encourage
to effect a change in attitudes.
Words to Avoid
Boss. It’s an old world word. Try
team leader, manager, associate or whatever is appropriate. Individuals
are their own boss. They don’t even have to show up. They simply
determine their own level of success by reaping the positive or negative
consequences of their actions. The more responsibility you have, the
more you’re actually working for the people around you, so say they work
with you, not for you. And say you work with someone, not for them.
ASAP. Busy
schedules and relative importance of tasks render this acronym almost
meaningless. It is best to agree upon a specific date and time.
Departments.
We abolished them at The Phelps Group to organize in client-based teams.
We refer to people of the same skill as being in the same discipline.
Employees. It smacks of people working for others. Associates seem to
work best for us.
Creatives.
Used in some ad agencies to refer to art directors and writers, this
term implies that our PR people aren’t creative. Or our promotion
people, or producers aren’t creative. Or, anyone for that matter. We
refer to our associates by their function: writer, PR specialist,
producer, art director, etc.
Sold. Don’t
say, “We sold it to the client.” Better to say something like, “We
agreed on the concept.” The spirit being that we came to the same
conclusions and have alignment on next steps. No one wants to be sold.
If you don’t have alignment, it won’t stay sold for long. I. When
referring to what has been accomplished, give the credit to the team.
Titles to Avoid
Make titles functional not hierarchical. Avoid titles such as the
following.
Supervisor.
No one wants to be supervised. They want to be led. They want to be
coached.
Executive. Who
isn’t an executive in professional services in a flat organization?
Words like specialists, managers, leaders may work better.
Senior. It’s a relative
term. Age is not much of an issue. Productivity is the yardstick, not
seniority. And in many cases the younger are more productive because of
their technological skills or energy level. This is not to say that we
don’t respect and revere the wisdom that comes with age and experience.
But titles are not the place to show this respect. (Plus once you’re
over 40, you’d probably rather not be referred to as “senior.”)
With this spirit in mind, consider allowing people to
make up their own titles. The guideline is to be descriptive of the
functions performed, not a person’s relative importance within the
organization. In this same spirit, encourage the use of first names.
Have the youngest people call the oldest by their first name. Publish
phone lists alphabetized by first name. It’s friendlier.
Speaking of lists: Always list people alphabetically
and never by rank. This goes for lists of client names as well, even if
the client organization still adheres to the old style in its own
communications. Don’t waste time and suffer anxiety figuring out a
pecking order when building “To” and “CC” lists on a memo or report.
People aren’t offended by seeing their name in alphabetical order. (But
they are offended if you happen to put them lower then they expect in a
pecking order listing.)
Using language appropriately will empower everyone in
your organization; it is the most powerful tool you have. It is also
very simple to use. Start by setting the example and suggesting what
words work best. Your team will quickly pick up the idea and the results
will show up in a stronger company culture and your bottom line.
fm
Joe
Phelps is the founder of The Phelps Group, one of the nation’s leading
integrated marketing communications agencies located in Southern
California. Phelps, who started his agency 20 years ago with one client,
Fender Guitars, was named the “Entrepreneur Leader of the Year 2000” by
the Los Angeles Advertising Association, is a Belding Award-winning
writer and has been featured on the cover on Inc. magazine. At his
agency, and prior to that at NW Ayer and Grey Advertising, Phelps
managed multi-million dollar campaigns for many of America’s and Japan’s
top companies. Phelps’ revolutionary business model is used as a case
study at numerous universities, including Northwestern, Colorado,
Pepperdine and USC. He may be contacted at (310) 752-4400 or through the
Web site at
www.pyramidsaretombs.com.
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