Words That Work by Frank Luntz.
Words That Work is the best book that I only read half of! Author Frank Luntz weaves a recurring theme throughout his work: It's Not What You Say, It's What People Hear. It probably explains why I only read half of his book.
This paragraph hooks me early on:
This chapter and this book are not concerned with words that are beautiful, words that are timeless, or words that are ideal in some abstract, philosophical sense. Rather, it is concerned, again, with words that work - language of everyday utility, language that generates practical results. My concern is with the unadorned, commonsense language of small town, middle America, not the intellectual gamesmanship of the ivory tower. It's language that has bubbled up from the American people themselves.
While the ivory tower comment would go on to energize me for the entire book, the part that nearly caused me to drop kick the book into the street was that Frank is involved in politics and he relies heavily upon this experience throughout the book. Of course this reveals my small-minded intellect to the world, but I go stone cold deaf when I hear a politician's name. I am sorry, I tune it right out. So in order not to throw up while reading Frank's book, I skipped over anything related to politics. Of course Frank schools me before I even get to page five:
Before you can create, and certainly before you judge, you have to listen to people and respect them for who they are and what they believe. Just because you may not ultimately accept or endorse someone's subjective perceptions is no excuse for refusing to acknowledge that they exist.
Frank is passionate about using the correct language to deliver a compelling message, one that has impact. His passion overwhelms the political-speak and makes it a non-issue for me.
To me, Words That Work is a road map to improving relationships. When I write, I am writing to people with whom I want a relationship with...if only for them to read and understand my words. Frank's ten rules of effective language illuminate the highway towards a more meaningful relationship.
Would you care to go on a journey into the future with me? I sense a world of possibility up around the bend. I see more and more people engaging in meaningful dialog. I see effective communication breaking down the stone walls that people have built to keep the world at bay. (Like mine that keeps the world of politics off of my radar).
I only ask you to do one thing on our journey. I ask that you place the world of status-quo behind us and lock and load the most powerful force known to the human race - your imagination...
Imagine a culture of shared knowledge. A culture spread planet-wide and one fueled by the most primal rule known to man - the Golden Rule. Imagine a cloak of non-religious spirituality lying in casual elegance over top of this vibrant culture. People speak and write in their native languages but are understood by everyone. There is no war. A universal peace of mind steadies the planet and allows for a never seen before, hassle-free exchange of knowledge and wisdom. A teenager in Peru converses with a teen in Moscow in an evolved version of My Space. They quickly learn that boys are boys no matter where one lives. And they learn through crystal clear dialog that souls and hearts can be healed in a safe and healthy manner.
The fruit and prosperity yield from this environment causes an evolution. Though people remain independent in their thinking, the collective consciousness guided by the Golden Rule, initiates a higher level of understanding. Innovation and risk are taken on with renewed spirit. A planetary system of support allows people the right and freedom to move forward. A bold idea is met with encouragement, not resentment. The results of this movement are not held to monetary measures. Instead, accountability is simple: Did you learn something today? Were you able to help someone learn something today?
A can-do attitude prevails the planet. There are no ivory-tower dwellers. Those in leadership consider an efficient day a day that a barrier was removed from an individual with a can-do spirit. Financial security follows enhanced knowledge. A balanced approach to a worker's mind, body, heart and spirit is an investment into the company's future and yields more money than can be counted.
A planet is restored to a village amongst villages. Elders connect to youth with revitalized language. Youth embodies a spirit of respect and listens in wonder. Yes, it still requires an effort to speak out. But a lifestyle fueled with the desire to share knowledge, wisdom and information overpowers the effort. Yes we can rejuvenate our spirits and reinvent that one small village that turns out to be our planet by way of crystal clear, sharp communication.
Go out today and pick up Frank's road map to improving relationships. Somewhere out there in the future people will hear our voice, no matter what language we speak. Thanks Frank!