Tag Archives: grammar

Write What You Mean: Words Matter

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Several days ago, while listening to a discussion on the radio about the future of education system, I caught a tidbit that made me shudder.  Oddly, it had nothing to do with how programs are designed, the abysmal math scores in the US, or budget cuts.  No, it was the repeated use of the word “theses” when talking about a singular concept.  This was coming from the host repeatedly and was broadcast nationwide.  First of all, the word “thesis” has definition beyond a vague idea.  A thesis is:

  1. A proposition that is maintained by argument.
  2. A dissertation advancing an original point of view as a result of research, especially as a requirement for an academic degree.
  3. A hypothetical proposition, especially one put forth without proof.

As it was used in the context of the discussion, however, it was simply an indeterminate statement lacking a cohesive structure or point.  I suppose that if we choose to apply any sense of definition loosely, then the third definition might make sense, but I digress.  The more significant point that struck me was the use, or misuse, of the word in its plural form.  Considering that both host and guest made this same mistake repeatedly, it got me thinking that perhaps the problems in the system of education, and indeed communication as a whole, is more profound than philosophical disagreements over classroom size or how to teach fractions.

On this surface it sounds like I am playing at language police, that I am subscribing to and promoting a notion of uniform proscriptive grammar but I am not. I am a firm believer in the regional nature of word use and sentence structure.  I have even come to accept, though it pains me tremendously, the use of the word “invite” (a verb) to signify an “invitation” (a noun).  No, the point is that the misuse of words ultimately makes us look stupid, even as we twist words or use phrases we have heard in passing to sound smart. Ideas don’t “jive,” they “jibe.”  Concept testing is rarely about “flushing things out” — if we’re “flushing” rather than “fleshing,” then we probably have a significant problem. This isn’t simply a matter of nitpicking, it’s a matter of how we conduct business and how our clients view us.  Whether written or spoken, the misuse of a word or phrase can diminish our message to the point of irrelevance.

Take for example the use of the phrase “table stakes.” A friend of mine had used this phrase in a project bid but had written “table steaks.” He had also used the word “utilize” repeatedly even though he meant “use.” Unfortunately, he lost the bid and I can’t help but think that it was tied in part to the misuse of the written word.  Again, this isn’t a matter of being overly critical, it’s a matter of perceptions.  I once had a French business associate tell me point blank that a vendor had lost a job because he wrote “coup de gras” (stroke of fat) in an RFP response when he meant to write “coup de grâce.”  It wasn’t that the intended message had somehow been lost or that the professional merit of the vendor was substandard, it was that the vendor came across as sloppy.  And therein lies the problem.

We are bidding on or presenting work that serves a specific business need when we respond to an RFP, giving a presentation of findings, etc.  We are also responding to the unspoken need of the person/persons commissioning the work to look smart and valuable to the company. If we look sloppy or stupid, they look sloppy or stupid.  The point at which a colleague tunes out because he or she sees a glaring error is the point at which the work we do loses any relevance, whether it is a research report, a strategy session or a piece of creative work. We wouldn’t put an engineering diagram in front of a client if the math behind it was wrong. We wouldn’t present a fiscal assessment if we hadn’t bothered to check the calculations.  They same should be true for what we say and write.

So the English teacher in me has a plea for us all: think a little bit before starting writing things.  Put the document in front of a fresh set of eyes or give the presentation to an unbiased set of ears.  Be willing to take critiques and corrections for what they are, not as pettiness on the part of the reviewer.  Something as simple as a single word can make the difference between success and failure.

Grammar Make Good More Pretty: Why Language Matters

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From time to time I find myself involved in a discussion about grammar and word use. The conversation reignites every time I read an email where I see a plural word spelled with an apostrophe or read a word or turn of phrase where the person meant something entirely different from what they’ve composed. One of my favorite popped up many years ago when I read in an email the phrase “coup de gras,” or “blow of fat.”  Normally this would be a minor mistake that caused a few chuckles amongst colleagues, but it became much more serious when our French-speaking client read it.  The client wasn’t offended, of course, but he did come away from it thinking that the person, and by association the team, were simpletons.

There are people who would say that this reaction is an outlier, but deluding oneself about the magnitude of these sorts of mistakes is foolish and it ultimately impacts the bottom line. Not knowing the difference between “jibe” and “jive” or understanding when and when not to use a semicolon leaves an impression on the people for and with whom you work.  As Old Navy learned today, it can equate to millions in lost revenue.

Having released a series of college-related t-shirts with the phrase “let’s go” written as “lets go,” it now has to consider recalling the products.  Personally, I would be inclined to play up the humor of a misspelling on a college t-shirt, but it doesn’t look like that was either the intent or what will happen.  And perhaps it doesn’t matter that much in the grand scheme of things should they choose to simply let the shirts sell.  These are inexpensive t-shirts, after all, and won’t destroy the company’s brand image.  But it’s still a mistake and, depending on how they spin it, a potentially costly one.

Now imagine what this sort of mistake means if what you sell is strategic thinking.  Think about what it means if you are basically selling intelligence, creativity and insight.  In this situation it does influence how your brand is perceived.  Make sure your wording and spelling are correct or risk losing credibility and work.