Word Trends: Should You Actively Manage Your Evidence-Based Messaging?

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As an evidence-based adviser, you already know better than to actively chase investment trends or pick hot stocks. But what about language trends? How actively should you pick the words you use when managing your marketing and communications?

Just as stocks and bonds go hot and cold with little rhyme or reason, so can words and phrases. If you’ve been knocking around the business block for a while, you may remember now-stale expressions such as “Total Quality Management” and “continuous improvement.” Ugh, I never did like those, even when they were popular. More recently, I’ve been hearing an abundance of business-speak about leveraging things, creating value propositions and being impactful. These too shall pass, I hope. Continue reading “Word Trends: Should You Actively Manage Your Evidence-Based Messaging?”