Platitudes will get you nowhere

Success is a journey, not a destination.  Too many cooks in the kitchen.  The only thing that’s constant is change.  Failure is not an option.

These phrases are so overused; their meanings are lost.  Platitudes are words worn out.  Like old (but still operable) appliances on the curb, waiting for special trash pickup, the best turns of phrase were also useful when shiny and new.  But as time has passed, so has their power.

For business leaders and managers, words are appliances.  Words are tools.  For a CEO like me, words are powerful and dangerous at the same time, like a chainsaw.  Most people at Shopatron tend to listen carefully to what I say.  Often, I speak briefly because time is short.  A clear statement inspires action and innovation.  A confusing sentence paralyzes the listener.

I use some words over and over.  For example, I tell every new Shopatroner in orientation that there are three keys to success at our company:  Be Productive.  Be Positive.  Be Professional.  The three P’s might be simplistic, but they help people understand what I think is important.  These words are effective instruments.  Some day, though, the three P’s will need to be replaced.

I spend a lot of time talking about business and listening to people talking about business.  Talk talk talk.  Listen listen listen.  I spend a lot of time making sure our people are working towards the same goals.  Ten years ago, I might have said everyone at the company needs to be rowing in the same direction. If I said that today, I should slap myself.

Seem harsh? People tune out platitudes.  If I care about my words actually working, I have to do more than start the word saw and close my eyes.  It’s my responsibility to make sure each message cuts through and makes its impression.  A good communicator cares that his message is received.

Remember this:  PEOPLE TUNE OUT PLATITUDES.  It’s nobody’s fault.  Human beings are built to ignore things they see and hear over and over.  It has to do with memory storage.  If we paid attention to everything, we would go insane or blow up or something.

When communicating with people, don’t use phrases that they have heard over and over.  Use fresh words, and people will understand more of what you say.  Simple as that.

Here’s a sample list of business platitudes to avoid:

1. Think outside the box (inspired a Taco Bell commercial)
2. Win-win
3. Game changer
4. Drive operational efficiencies (just give me an Ambien)
5. Move the needle (vrooooom.  speedy race car analogies make business exciting!)
6. Key business drivers
7. 110% effort (sort of like “this one goes to eleven“)
8. There is no “I” in Team
9. The customer is always right (powerful phrase . . . 30 years ago)
10. You have to spend money to make money (and you have to make money to spend money — ???)

If there are any business platitudes you despise, leave them in a comment.  The sooner we take tired words to the dump, the better.

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