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Use your customer’s vocabulary, not your company’s

January 5, 2013

Excerpt from last week’s SNQ Plus 1 internal meeting. 1/4/13: “Use your customer’s vocabulary, not your company’s.”

Because Status Not Quo is a technically focused company (IT, Finance, Operations, Marketing, etc.) we are surrounded by buzz words, acronyms, short cuts, and more.  Thus this quote is clearly important to us.  One of our competitive advantages is “bridging the gap” between the operational or financial goals of our clients, and the technology required to obtain those goals.  As such we need to understand our client’s perspective and communicate in ways that resonate with their world.  We enable our clients to be more successful and help them navigate complex initiatives and projects.

All that said, I would strongly suggest that this is critical for any individual – regardless of how technical the industry may be or not be.  I’ve frequently said how I feel that Communication is one of the most critical elements in business.  If that is the case, then logic follows that you would want to have as clear of a communication experience as possible with your clients, partners, and employees.  Therefore, learning to understand your audience, or whomever with which you are currently communicating, and adjust your vocabulary or even your message to a form that they understand more clearly, raises the potential and value of that communication exchange.

General Note: every week SNQ has an internal company meeting to address one topic that helps us to stay focused on going above and beyond the stated objectives – even if it is just 1% more.

Scott Capistrano


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