We all accept the power of language to evoke a connection, attachment to a value, belief, promise, opinion or image. We’ve all been subjected to enough rhetoric to know the use of language in the right context has enormous power.
List the words your organisation uses to describe its culture, values, promises, vision, what it stands for. Then ask, do these words stand up to the modern i-generation, do these words resonate, do they speak to the current generation or the generation of the past?
When was the last time your business tested the power of its language to describe what it stands for? What importance does your business place on the language it uses to convey its message? How is resonance of language tested, if at all?