I once had an absolutely terrifying boss (perhaps the only boss who has ever terrified me) named Ellen Stuhlman. She was in her mid-forties, which seemed a very old age to me then, and ruled as the publisher queen over dozens of paid, print newsletter titles in the then Phillips Business Information Inc (now Access Intelligence.)
But she did me one enormous favor -- she taught me the importance of verbiage. I'm not talking about SEO taxonomy, but rather the every day wording of your thoughts and exclamations.
During one mid-morning meeting, I explained we had a problem with something or other -- being me it was probably related to marketing.
"Opportunity!" she barked. "Nothing is a problem, it's always an opportunity! I never want to hear the word 'problem' from you again."
At the time I thought this was just so much MBA-bullshit. What difference does it make how we describe things? Especially stuff that we all damn well know is a going to be a problem.
Then I started using her management-approved language....
And damned if it didn't make a difference! It made me feel silly at first, but even then I could feel a palpable change in the air. In the team. We had an opportunity, and we could rise to the challenge, we could exploit it, we could kick ass. And we did.
Perhaps it's not about copywriting, it's about leadership. All I know is that I hesitate before using the word "problem" to this day. I think I and my companies have been far better for it. Thanks to Ellen Stuhlman.
But she did me one enormous favor -- she taught me the importance of verbiage. I'm not talking about SEO taxonomy, but rather the every day wording of your thoughts and exclamations.
During one mid-morning meeting, I explained we had a problem with something or other -- being me it was probably related to marketing.
"Opportunity!" she barked. "Nothing is a problem, it's always an opportunity! I never want to hear the word 'problem' from you again."
At the time I thought this was just so much MBA-bullshit. What difference does it make how we describe things? Especially stuff that we all damn well know is a going to be a problem.
Then I started using her management-approved language....
And damned if it didn't make a difference! It made me feel silly at first, but even then I could feel a palpable change in the air. In the team. We had an opportunity, and we could rise to the challenge, we could exploit it, we could kick ass. And we did.
Perhaps it's not about copywriting, it's about leadership. All I know is that I hesitate before using the word "problem" to this day. I think I and my companies have been far better for it. Thanks to Ellen Stuhlman.
