April Pointe: The Struggle with Language and Communication

Language and its often-overlooked counterpart, communication, are truly a Catch-22. Never before has so much been said about their importance, yet never before have so many fallen short in mastering them. So, why is that?

The first reason is clear: effective use of language isn’t something that’s actively rewarded in the executive world. It’s considered one of those skills everyone is supposed to have (think “commodity”), yet so few actually do (think “value”). It’s only when the pressure is on, and someone realizes a critical message has to be delivered, that the true importance of language and communication comes to light.

The second reason is that language and communication aren’t taught well in schools. Whether in college, business schools, or even grammar schools, few places still emphasize mastering language. When Strunk and White wrote their famous guides on style and grammar, they couldn’t have foreseen how email and the internet would diminish the value placed on language and writing skills.

Finally, and for the purpose of this discussion, many of the tasks tied to language and communication have been outsourced. Consultants, overworked writers, and ghostwriters—often seen as the unsung heroes of corporate messaging—have stepped in to fill the gap. Even political operatives, like Frank Luntz, have risen as so-called experts. Unfortunately, Luntz couldn’t prevent some of the more infamous word choices in history, such as “surge” during the Iraq War or “the war is lost”—both of which highlight how poor language choices can backfire at the most critical times.

Leaders, it’s time to stop neglecting language at your own peril. Take the time to read, write, listen, or attend a seminar. Reflect before you communicate. If needed, seek outside help. Your audience may not always cheer loudly, but they’ll certainly appreciate steady improvement.