Words can carry immense meaning. When we choose our words carefully, we can clearly convey complex ideas, describe deep emotions and express our needs effectively. But the way we use a word—or misuse it—can affect the accuracy of our communication.
This type of miscommunication lowers the chances that we will achieve our goals with words, sometimes without even realizing it. As Irish playwright George Bernard Shaw once said, “The single biggest problem in communication is the illusion that it has taken place.”
When we overuse certain words, especially words that are not clear and can be defined many different ways, we put these words at risk of becoming “buzzwords.” At ROI, we strive to use clear language. We fail at this frequently. We believe clear communication is the key to making positive changes through new ideas, methods and products.
How do buzzwords affect communication?
The goal of every conversation we have at ROI is to create an impact with our words. Impact is created when we speak in precise and clear terms that are easily understood, across many different people. However, the more frequently we use buzzwords, the potential lower impact our words carry. Their definitions may become more vague over time, muddying the meaning we’re trying to convey.
To understand how buzzwords can affect our communication, let’s compare and contrast what happens when we speak clearly versus when we use buzzwords:
Speaking with precision and clarity | Speaking with buzzwords |
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As you can see, using buzzwords can create an atmosphere of exclusivity, and those who cannot understand your words may miss your message altogether. So how can we ensure that we’re speaking with precision?
Best practices for precise communication
A good practice when speaking or writing is to use the simplest words possible to convey your thoughts. Seek to build a culture where the people around hold you accountable and provide feedback when you are not using simple words and have ventured into the murky swamp of buzzwords.
ROI’s definition of innovation
One of the biggest buzzwords we catch ourselves using is “innovation”. To innovate is to make changes in something established, especially by introducing new ideas, methods or products. We love innovation. Innovation gets us out of bed in the morning and excited to attack the day. When we see and feel injustice, pain, suffering and brokenness, it can be a signal that there is an opportunity to change an existing status quo.
Let us be clear about our intent when we talk about innovation; ROI’s definition of innovation is: the creation and delivery of new value in the eyes of the customer.
ROI exists to create value for the people we serve. But here’s the catch—we don’t get to define or determine if we are succeeding at creating new value. Only our users, or the people who will use our techniques, can do that. We don’t get to tell our users if something is useful or valuable; only they can decide that. We don’t get to claim that we are “innovative”; only our customers decide whether new value was created or not.
How can you apply impactful language in your work?
The next time you need to convey an important message, use the most simple and basic language possible to explain what you are doing and why. Remember that you don’t get to claim that you’ve created value—only your users hold the power to say if the work you are doing creates value for them. And by using the tools we’ve outlined in this post, you’ll be on your way to achieving your goals and creating positive impact with your communication.
Edgecombe County, North Carolina
Attn: Rural Opportunity Institute (ROI)
Area L AHEC
1631 S Wesleyan Blvd
Rocky Mount, NC 27803
Email: info@ruralopportunity.org
Email: naomi@ruralopportunity.org
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