
8 minute read
The Language of Commerce
By Frank J. Rich
At a time when most are looking for explanations for our rise from economic malaise, not least the painful reconciliation that the carrot-topped keeper of the “House” might have dished his DNA for a performance uncharacteristic of the emotionally peeked, I’m reminded of a catch phrase in a critical thinking model that recommends lateral thinking. It is simply that the solution to most problems is usually hidden in plain sight. Our myopia, as we search for solutions, is
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You know, when looking for that snack or the milk to go with it we open the refrigerator and simultaneously call out to our spouse, “Honey, where’s the milk?” In almost that precise moment, especially if we’ve spied it on the shelf where it usually resides, we gulp our words, hoping that the rush of air and liquids headed for the stomach will suck them in too, as though they had never been spoken.
The answer, all too often, is the graphic phrase that a mental picture of things in the “fridge” usually forms. That is, when we give ourselves over to the simple work of forming that picture [before] asking for help.
“The milk’s on the door shelf next to the orange juice, where we always keep it.” Shoot, the gulp didn’t work.
Our efforts at mechanization or specialization have grown in us a heightened sense of the convenience in the support system around us. We routinely choose not to do things that can be done by another.
creativity and innovation is the habit?
Increasingly, the attitude and skills required to grow opportunity— for oneself and one’s organization—require a knowledge base that (itself) requires a more comprehensive, root development mindset than the age of specialization of the past 50 years recommends. It requires that we become better at surviving in our environment, and such things as a deeper understanding of the markets we work in, the we do.
policy, for example? Had we done so we would have been prepared for the recovery effects of an increased money supply, and no less, the effects of the “growth and opportunity” sinew natural to a free market economy.
supply—printing money and short & long rates changes—M0 (notes and coins, bank reserves) increased, making more money available to people to spend. This usually takes a few quarters to show causal effects, but typically produces sanguine results.
Up-ticks of depressed housing markets draws attention to another fundamental economic principle. When the prices of real estate (a scarce commodity) are low and new construction falls off, demand for housing is likely to rise in a market where supply is limited. The resultant effect is a turnaround in depressed markets. usually works faster than monetary policy), we can economy and drive it back to health by their spending. businesses. What happens in the exchange determines whether or not the customer turns into a patient, or in the case of a retailer of goods other support to another, an organization, cause, or activity.
Next, solutions require that we learn the language of those around us, and especially those with whom we mean to have a commercial exchange. Consider the last time you went to the dentist. For many, the mere mention of it raises fear, discomfort, and perhaps, even latent tendencies of avoidance, worse case projections, and formal effect on the population—most people (60%) consider going to the dentist among the most uncomfortable experiences—pre, peri, and post. It’s a wonder the dentist ever sees the same person twice.
The protective garb, the gurgling, hook in your mouth, the pipe grease (lip salve) used to prevent cracks from dry mouth, the rape of awful smell of your teeth being ground to enamel dust, summarize the from the comfort of an ashamed smile or the now friendly excuse for the pain when biting down on fresh seaweed.
So what does this conductor of Poe’s instruments of torture— turn one from a frightened bundle of nerves to putty in his hands? It’s called learning the language of stakeholders, as it orients us to the style, concerns, and hopes of others. Let me illustrate.
He starts with the notion of opportunity, that is, the opportunity in a brighter smile, stronger teeth, or general dental health. Next, he prepares a model of what will happen, and how it will feel, in order to on the promise, assuring the “patient” that all that was promised has been delivered—an effective model of managing expectations.

The practice applies equally to all businesses, which are reduced to the simple equation of delivering on the promise. We might gather fying the goals in our promises to customers by an errant guise. When done with care and attention to the language of stakeholders, through intelligent and sensitive selection, and the use of sound principles and practices, the results are rewarding. No less, The Chair is reduced to a comfortable break in the day. Thanks Ed.
Frank Rich is founder and CEO of Encore Príst International, an organizational development company that helps individualsand or ganizations reach their full potential through the practice of effective business fundamentals. You may reach him atfjrepi@gmail.com, or by phone at 866/858-4EPI.
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