“Words Matter,” I did not create this phrase, the first time I heard it was from a great CEO I worked for, Gerry Agnes, at Elevations Credit Union. He used this short statement often. However, these two words take on a lot of nuanced meanings.

When used in grammar and spelling, words say a lot about us, our competency, perceived intellect, education level, and ability to communicate effectively. Poor use of words or miss-used words, or lousy spelling and grammar may not result from us not being intelligent, engaged, conversational, or educated, but they can lead to that perception. Once someone has an opinion about you, how smart or educated you are, it is challenging to change or correct that perception. Using proper grammar, spelling, and word selection is a learned skill that requires taking time to say and write things correctly and carefully and iteratively proofread your work or rehearse your words internally before you verbalize them externally. This process of self-correction and monitoring is also a way to learn to be a better communicator.

Words Matter when it comes to the types of words we use in conversations or presentations. Words have power, create emotion, or inspire actions when used correctly. Some w ds is action words; “I will,” “We can,” “I need.” These words indicate power and persuasion and are words that inspire action. In contrast, “I would like to…”, “I hope,” “I think,” or “my gut tells me.” are examples of words that signal weakness, lack of knowledge, lack of evidence, or lack of conviction. 

Words Matter also cause us to release emotions. Words like “I feel” set an emotional tone to the conversation. Expressive words include “I hate,” “I’m mad,” or profanity often trigger emotions.

Clarifying your goals for the document, conversation, or presentation will help you select the best words to say or write. If our goal is an inclusive conversation or debate, we must avoid words that trigger emotional responses. We know people buy from emotion first, so if our goal is to convince, or sell, using words that trigger emotional responses can be helpful. If our goal is to inform or teach, using words that communicate confidence and precision is essential. I did not create this statement. I first heard it from a great CEO I worked for, Gerry Agnes. He used this short statement often. However, to use two words take on a lot of nuanced meanings.

When used in grammar and spelling, words communicate our competency, our perceived intellect, our education level, and our ability to lead. Although poor word usage or lousy spelling and grammar may not result from us not being intelligent, engaged, conversational, or educated, they can lead to that perception. Proper word usage, grammar, and spelling are significant because once someone has an opinion about you, it is challenging to change or correct that perception. Using proper grammar, spelling, and word selection is a learned skill that requires taking time to say and write things correctly and carefully and iteratively proofread your work or rehearse your words internally before you verbalize them externally. This process o self-correction and monitoring is also a way to learn to be a better communicator.

Words Matter when it comes to the types of words we use in conversations or presentations. Words have power, create emotion, or inspire actions when used correctly. Some words are action words; “I will,” “We can,” “I need.” These words indicate power and persuasion and are words that inspire action. In contrast, “I would like to…”, “I hope,” “I think,” or “my gut tells me.” are examples of words that signal weakness, lack of knowledge, lack of evidence, or lack of conviction. 

Words Matter also cause us to release emotions. Words like “I feel” set an emotional tone to the conversation. Expressive words al o include “I hate,” “I’m mad,” or profanity often trigger emotions.

Clarifying your goals for the document, conversation, or presentation will help you select the best words to say or write. If our goal is to create an inclusive discussion or debate, we must avoid words that trigger emotional responses. We know people buy from emotion first, so if our goal is to convince, or sell, using words that trigger emotional responses can be helpful. If our goal is to inform or teach, using words that communicate confidence and precision is essential.

The critical point we need to remember in all communications, whether we are informing, teaching, convincing, or selling, is to avoid words that undermine our perceived confidence, understanding of the subject matter, or expertise. In most situations, “I think,” “I hope,” or “my gut tells me” should be avoided.

That is not the end of the Words Matter story. To be seen as professional and expert, we should be very clear in communicating what we know based upon empirical evidence, what we suspect based on the indicators from the evidence, or think that we are speaking from intuition, not fact. It is not uncommon for a requirement to fall back on intuition (gut instinct.) When these situations arise, we need to be very clear to identify that you are speaking intuitively and establish what experience or information you have that leads you to this conclusion. These times are wh n robust, and at times, prickly debate ensues. Never, under any circumstances, should we make a declarative statement without empirical evidence. Always frame these statements as intuition or assumptions.

Your words and language and how you use them are part of your brand, so take care in their use.