There is no try
February 3rd, 2010 | Posted by Tye Ortega
Photo credit: PhillipWest on Flickr
A company’s sustainability communications often focus on two things: stuff they’ve done (easy to talk about) and stuff they plan to do (kinda iffy).
Take these two statements:
Company A seeks to remove toxic chemicals from its products by 2012.
Company B will remove toxic chemicals from its products by 2012.
Which company do you trust to remove toxic chemicals—the company that seeks to or the company that will? It’s not a subtle distinction. It’s the difference between a good intention and a promise.
I come across this language all the time—aspire, hope, strive, aim, seek and the list goes on. Here’s what these words convey to the reader: “We really think this is a good idea, but things might not work out.”
Some people say that the business world doesn’t lend itself to definitive language about the future. They question how a company could know whether it will actually achieve its goals.
I’m betting that on any given day, you guarantee to clients, co-workers and partners that you’ll get something done by a specified time. Imagine if you told a client, “I hope to complete your project on time.” What would they say? “Oh really? You hope to? That’s cute.”
Instead, you tell them what they expect to hear—“I will have this done by the deadline”—and you deliver. Why would you treat customers—your livelihood—any differently?
We’re past the era of good intentions. Welcome to the era of brass tacks. The public expects businesses to stop aspiring and start getting stuff done. It’s time to use the language to match.