Language Skills Add Leverage
Albert Einstein once stated: The difference between genius and stupidity is that genius has its limitations.
So here’s one of those stories so incredible, it must be true. During a recent political campaign, one politician called his opponent an extrovert. The comment deserved no attention as most politicians are extroverts. But the way this politician presented this word led voters to believe that an extrovert must be bad and possibly evil. The politician won his election as the opponent’s camp could not overcome the label of being an extrovert.
The use of key language skills coupled with people’s desire not to look unprepared or under-educated can be powerful. The key is to use 2 or 3 words that people are not likely to use in everyday conversations (avoid too many underused/unknown words). Since “day one” of school we are drilled to know answers and that saying “I dunno” is unacceptable. So, when you use a word that people don’t know they are not likely to ask for an explanation or clarification.
This is not a ploy to make people look stupid (not a good idea especially if they are to be your source of income in the near future). It is a competitive advantage. The use of advanced language skills keeps the focus on you and not your detractors or competitors. A smartly worded presentation keeps questions at a minimum and focused on your proposal.
So here is your big business word of the day: Ubiquitous. According to Webster’s, ubiquitous is defined as seemingly being everywhere at the same time (by the way it is the first word under “U”). According to Webster’s Thesaurus, you could use “everywhere” or “allover.” Admit it: those words don’t sound as impressive do they? (However, you could choose to use “omnipresent” which sounds both impressive and spiritual.)
In a recent issue of Business 2.0, an idea they advanced to create a profitable business was to Exploit the blind spots of a ubiquitous service. Wow! What a great lead to sell your consulting services. You’ll be an instant expert because not many people in the room will have any idea what you just said.
That is a really good business idea further enhanced by using the word ubiquitous. It sounds impressive; much better than saying you are going to exploit an opportunity that already exists allover.
The beauty of the idea is its simplicity. There’s no need to “reinvent the wheel” or to find financing to create a world market. Pick a successful product that already exists and find a niche that will enhance that service.
That’s the kind of thinking that led to highly profitable accessories for iPods and cell phones. The products already existed and had a world wide audience –- wouldn’t it be nice to have a leather cover or high-end ear buds? The whole marketing point behind BASF is: “We don’t make the products you use, we just make them better.”
Take note educators and others responsible for adult vocational re-training. The highly successful entrepreneur of the future will use “right brain” thinking to develop enhancements for products and services that are ubiquitous.
GROWTH <> LEADERSHIP <> EXCELLENCE
© 2007 3 Minute Learning LLC
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