Jeffrey Gitomer August 28, 2013

Pabulum leadership words really bug me – but not as bad as they may bug you if they’re uttered by your leader.
 
Leaders are known by their words, deeds, actions, values, principles, and bythe people they attract both on their team and in the world, but…
• It’s their words that set the tone for the environment.
• It’s their words that start the internal chatter.
• It’s their words that start their internal reputation.
…THEN it’s the actions that follow. All are studied and judged by the team.
 
OBVIOUS OBSERVATION: Great leaders attract great people. So why is there somuch leadership mediocrity? Must be their words (and the way they’respoken)!
 
I read a lot of stuff about leaders and leadership.Below are a bunch of leadership “words” (in no particular order) thatsound good, but mean virtually nothing. You’ve heard them, and groanedabout them.
 
I’m defining several of the words I have an issuewith (cannot stand), in italics, then explaining why I have the issue,challenging the status-quo, and suggesting better words, replacementwords, substitute words, in ALL CAPS, and explaining my reasons.
 
• Embrace means you’re ok with it, but not necessarily a participant – not good. I don’t want leaders to “embrace change.” I want a leader that takesACTION. ACTION is a better word, because it means something’s happening.
• Accountable means they fess up if (and after) something goes wrong, and results are measured. RESPONSIBLE is a better option. Be responsible for yourselfand to yourself. Be responsible for your words and deeds. Be responsible for your attitude. Be responsible and take responsibility for yourachievements.
• Effective – to me, effective means mediocre.Sort of carries a “so-what” feeling to it. I really don’t want aneffective heart surgeon. I want the BEST. He’s an effective salesman? Or he’s the BEST salesman? Which would you rather have?
• Diversity – I really don’t know what this means in business. It’s a word spokenby many, understood by few. I guess it refers to hiring and doingbusiness with all types of people and businesses. Sad that the world has to come to this. It seems forced. When leaders preach diversity, theyhave to make a special effort, rather than a natural effort. I preferthe word INCLUSIVE. It tells a deeper tale of involvement, and is apositive word that needs no defining. It’s also singular. I’m inclusive. “I’m diverse” or “I’m all about diversity” sounds contrived.
• Focus – this is a word that means the leader is “honed in on” something, andthat’s what he or she is paying major attention to. I would rather knowfrom my leader what his or her INTENTION is, and what the intention isto do something about what you’re focused on. Just because you’refocused on something doesn’t mean you intend to do something about it.
• Understand – you’re kidding me, right? This is a totally weak and passive word. Bobunderstands or Bob is understanding. So what? Is Bob doing anythingabout it? That’s leadership. I want someone that knows what to do, anddoes it. I want an EXPERT. When I have an issue, do I want to bring itto someone who understands – or do I want to bring it to an expert?
• Paradigm – This is a two-decade old word that has lost its way. Sometimes it’saccompanied by the word “shift” and means there’s a new way. Or to addto this corporate speak dialog, the word “change” is added as well.Change is arguably the most negative word in business besides bankrupt. A better word is OPPORTUNITY. When change occurs or there’s a paradigmshift, doesn’t it make a whole lot more sense to look for theopportunity? I agree.
• Results – Bob is results-oriented. Bob focuses on results. Not good. Bob needs to lead his people, and conveyhis intentions. A better word is OUTCOME. OUTCOME takes both people andtask into consideration AND stresses what happens after completion.
• At the end of the day is a summary of expectations and predictions – usually stated in thenegative. When someone says this I can assure you they’re just searching for words. At the end of the day has no alternative – the phrase should just be eliminated – forever.
 
REALITY: Think about all these words in a group. As a leader, which group would you like to have attributed to you?
 
GROUP ONE: Embrace, accountable, effective, diversity, focus, understand, paradigm, results, at the end of the day.
GROUP TWO: ACTION, RESPONSIBLE, BEST, INCLUSIVE, INTENTION, EXPERT, OPPORTUNITY, OUTCOME.
 
Group TWO will consist of proactive, powerful, respected, followed leaders.Group ONE will consist of reactive, weak, disrespected leaders that will lose their best people – to the leaders of group two. Embrace thatparadigm.
 
Jeffrey Gitomer is the author of twelvebest-selling books including The Sales Bible and The Little Red Book ofSelling. His forthcoming book, 21.5 Unbreakable Laws of Selling, will be available September 3rd, and will feature a national public seminartour.  Get the details at www.gitomer.com. It will lead you to moreinformation about training and seminars, or email him personally [email protected].
 
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