This document discusses the importance of choosing words carefully. It describes a company that announced a new "partnership" with vendors using the word "synergy", but the vendors found this did not match the reality of the company dictating terms without input. Checking definitions and perceptions of words can help ensure the intended meaning is conveyed. Word choice is especially important for important communications, changes, or difficult discussions where the wrong word could damage trust and reputation.

1. At one annual meeting for vendors, a company announced
that they were moving in a new direction and "partnering"
with their vendors. All of this would create more
"synergy" and be beneficial to the company, the vendors
and ultimately the customers. Both of the words
"partnering" and "synergy" were used repeatedly
throughout the multi-day event.

2. Within two months vendors stared complaining amongst
themselves. Apparently "partnership" meant doing it the
way the company dictated. They had zero interest in any
input from vendors. "Synergy" meant nothing. The
vendors concluded that someone at the company had
attended too many motivational seminars.

3. Choosing the right word is more important than you may
think. It seems like a simple task, however, it usually
requires thought, testing and searching for alternatives.

4. Two Ways To Check

5. There are two solid ways to check before ever using a
word. The first is the most obvious, but frequently
overlooked - the dictionary. Partnership is defined as "a
relationship usually involving close cooperation between
parties having specific and joint rights and
responsibilities." Synergy is defined as "conditions such
that the total effect is greater than the sum of the
individual effects."

6. The second way is to test it. Ask a cross-section of 20
people what they think of when they hear the words
"partnership" and "synergy." While it may not be an exact
match of the dictionary, it will give you a pretty good idea
of what people will be thinking when they hear a word
used or see it in print.

7. Does It Really Matter?

8. Yes, it does, and here is why. By overusing these two
words and then failing miserably to come even close to
what people were thinking, this company eroded trust and
damaged its reputation. As you can imagine, from that
point forward any further communication from the
company to vendors was treated with skepticism and the
foundation for many jokes.

9. Do you need to spend huge amounts of time checking
your vocabulary? No. Here are a few situations one
should pay closer attention to word choice. If you're
planning to use a particular word repeatedly, it might be a
good idea to check the actual meaning and the
perception. If you're implementing changes of growing
the organization, word choice should be and important
consideration. If you need to be tactful in a difficult
conversation or e-mail, word choice can make a huge
difference.

10. A good guideline to use is the more important the
communication the more time should be invested in
choosing the right word. One final tip: a good thesaurus
can be invaluable in helping you find the right word.

11. http://www.youtube.com/watch?v=ApQ8Ut5r1AQ/