The Symphony of Success

Why Language Matters in Business

Imagine you're seated in the concert hall of the Sydney Opera House. The lights dim, a hush falls over the audience, and the conductor raises their baton. What follows is a symphony, a complex and intricate piece of music where every instrument plays its part. Now, picture a different scenario: the same orchestra, but the musicians are playing from different scores, some out of tune, others rushing or lagging. The result? A cacophony, a jarring, unpleasant experience.

In business, our language is our orchestra. As CEOs, founders, board members, and executive leaders, we are the conductors, shaping the sound and direction of our organisations. Just as a conductor can elicit a breathtaking performance, we can inspire and motivate with our words. Conversely, poorly chosen language can create discord, confusion, and even damage.

I've seen this firsthand in my work with Australian businesses, and it's a lesson that resonates globally. The way we communicate – from internal emails to external pitches, from boardroom discussions to casual hallway conversations – shapes our culture, drives our strategy, and ultimately, determines our success.

Conductor waving baton over orchestra

The Power of Precision

Think about the precision required in a symphony. Each note, each tempo marking, is crucial. In business, clarity is equally vital. Ambiguous language leads to misinterpretations, wasted time, and missed opportunities.Take, for instance, a common phrase like "let's align." It sounds collaborative, but what does it actually mean? Align on what? By when? How? Without specifics, it's just noise. Instead, we can say, "Let's align on the Q3 marketing strategy by next Friday, focusing on these three key objectives." This level of precision transforms a vague notion into a clear action plan. The tools provided in ‘Crucial Conversations’ provide a framework for creating precision in high-stakes language. These tools provide a way to create clarity and safety in difficult conversations.

I remember working with a leader whose vision was brilliant, and the intent was kind, but his communication was sending mixed messages. He'd use jargon without explaining its relevance, and be very direct without explaining the rationale, leaving his team at times confused and unmotivated. By helping him refine his language, focusing on clarity, simplicity and purpose, we saw a dramatic shift in team cohesion and productivity.

The Emotional Resonance

A symphony evokes emotions – joy, sadness, excitement, reflection. Our language should do the same. It's not just about conveying information; it's about connecting with people on a human level.

Consider the impact of empathy. Instead of saying, "Your performance is below expectations," we can say, "I understand you've been facing some challenges recently. Let's discuss how we can support you in achieving your goals." The first statement is clinical and potentially demoralising; the second acknowledges the individual's experience and opens a dialogue. I cover this in my article, “The Power of SMART+ Goal Setting”.

This principle is further highlighted in the Centre for Creative Leadership's research on the intent-impact gap. They emphasise that our intentions don't always align with the impact of our words. This is a crucial point, and something I have seen again and again. The way we intend our message to be received is often not how it lands.

In Australia, we often pride ourselves on being direct, yet friendly. However, directness without empathy can come across as harsh or dismissive. Friendliness, without clarity, can lead to confusion. We need to balance clarity with compassion, ensuring our message is both understood and well-received. Salesforce, for example, shows how important empathetic language is, through their focus on “Ohana”.

The Harmony of Consistency

A symphony maintains a consistent tone and style. In business, consistency in language builds trust and reinforces our brand identity. Whether it's the language used in our marketing materials or the way we communicate with our employees, consistency creates a sense of unity and purpose.

Think about well-known Australian brands like Qantas or Woolworths. Their communication is consistent across all platforms, reinforcing their brand values and building customer loyalty. This consistency is not accidental; it’s a deliberate strategy. Apple, for example, demonstrate how powerful consistent language is, by creating a brand that is instantly recognisable, and aspirational. Qantas, especially during crisis situations, show how important consistent messaging is to maintain public trust.

As I discussed in my previous video on regular feedback, consistent communication fosters a culture of transparency and accountability. When we communicate consistently, we create a predictable and reliable environment where people feel valued and informed. Australian companies like Atlassian demonstrate the value of transparent communication. Their open dialogue and feedback culture have been instrumental in their success. The Australian Institute of Company Directors (AICD) regularly provides best practice guidelines for directors, with a strong focus on clear and precise communication, such as can be found in this article.

The Dissonance of Unintentional Language

Just as a single instrument playing out of tune can disrupt an entire symphony, unintentional or poorly chosen language can create dissonance within an organization. I often consider the term "splits," frequently used in my background, the recruitment industry, to describe the sharing of candidates and clients. While seemingly innocuous, "splits" carries a connotation of division, potentially adding to conflicts over relationship ownership and related commissions. It's akin to a jarring note that throws the piece's harmony off balance. Could a more positive term like "allocations," suggesting strategic distribution, or “contributions”, emphasizing each party's value, create a smoother, more collaborative melody?

This principle applies broadly. Take a moment to listen to the language within your own organization. What words or phrases are repeatedly used but seem to create or add to friction or confusion? Are there "off-key" expressions that disrupt the intended message? Identifying and replacing these dissonant elements with clearer, more empathetic language is like tuning an instrument. It ensures that every voice contributes harmoniously to the overall symphony of success, building on a culture of clarity, collaboration, and shared purpose. We fine-tune our organizational orchestra by carefully selecting our words, creating a resonant and impactful performance.

The Conductor's Role

As leaders, we set the tone. We are the conductors, ensuring that every voice in our organisation contributes to the symphony of success. This means:

• Leading by example: Our own language should reflect the values and standards we expect from others.
  

• Providing training and resources: Equip our teams with the tools and knowledge they need to communicate effectively.
  

• Encouraging feedback: Create a culture where people feel comfortable providing and receiving feedback on communication.
  

• Listening actively: Pay attention to the language used by others and respond thoughtfully.
  

In my "Rise to the Occasion" article, I emphasised the importance of leaders stepping up and taking ownership. This includes taking ownership of our language.

The Final Note

Just as a symphony can leave a lasting impression, our language can shape the legacy of our organisations. By choosing our words wisely, we can create a harmonious and inspiring environment where everyone can thrive.

In the end, it's not just about what we say, but how we say it. It's about conducting our business with intention, clarity, and empathy, creating a symphony of success that resonates with everyone involved.

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Author of ‘Meaningful Work: Unlock Your Unique Path to Career Fulfilment’, Nina Mapson Bone is a people strategist, consultant, chair and keynote speaker. She consults with boards, CEOs, founders and executives on bridging the disconnect between strategy and the needs, motivations and capabilities of their people. Nina’s executive career has spanned three continents and diverse sectors. She was previously the Managing Director of Beaumont People, where she led a period of significant growth for the organisation, during which it was recognised with multiple awards. For more information visit www.nmbpeoplestrategy.com.au