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Mike Carruthers:
In business, you know how consultants and managers talk? "We
have an asset-based pipeline that will outdistance the competition
and solidify our contractual assets and blah blah blah blah blah."
Why do people talk like that?
Brian
Fugere :
You use 50-cent words to make a 5-cent point because you
think, somehow that will make you look more intelligent.
Brian
Fugere, co-author of the book, Why
Business People Speak Like Idiots, says there are negative
consequences to all of this junk talk.
Companies
that are full of bull don't perform as well. I've been consulting
for 23 years and when I go in to a company and I look at the
way they speak. I know right away how easy or difficult my job
is going to be. If you're not talking straight, you're not an
efficient company.
And this
also has a financial effect.
We looked
at the financial performance. We looked at thousands and thousands
of documents from companies in the Dow 30; speeches, press releases,
marketing material, stuff on their website, and we analyzed
it. And we found that those companies that were straighter talking
companies, over time, outperformed those companies that were
less clear in their communication.
And there
is another interesting consequence to all of this.
What
we do, we try to persuade. That's what we do. We persuade people
to hire us, we persuade people to promote us, and we persuade
people to buy our product. Life is a game of persuasion. And
when you talk like an idiot, you begin to lose the ability to
persuade.
You can
link to Brian's website
from ours, somethingyoushouldknow.net. I'm Mike Carruthers and
that's Something You Should Know.
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