It’s not what you say, it’s what people hear

This should be required reading for every CEO in the technology industry.


“Words That Work: It’s Not What You Say, It’s What People Hear” (Frank Luntz)

I read about it in BusinessWeek:

Can pollster and spinmeister Frank Luntz get Corporate America to forgo bizspeak? “If you’re eBay (EBAY ) CEO Meg Whitman, why must you say that you’re ‘encouraged by the fundamentals that underlie usage growth on the Net’ when you could say that you’re happy that more people are using the Internet?” asks Luntz in his new book, Words That Work: It’s Not What You Say, It’s What People Hear (Hyperion). “The message is targeted to CEOs,” Luntz told BusinessWeek. “Start speaking the language of Americans.”