A logophile is a lover of words, and that describes me. I read many books a month and am in multiple book clubs. I’ve transitioned from turning pages on a printed book to swiping them on my iPad. I like most genres…historic fiction, biography, nonfiction…with my favorite being magical realism (e.g., 100 Years of Solitude; Beloved; House of Spirits). Of course, I read business and self-help books (e.g., The Technological Republic; Grit: The Power of Passion and Perseverance). And I write…books, blogs, emails, and more.
Why is this confession in a business blog? It got me thinking about the importance of words, how we use them, and how we convey them.
How we communicate words
While I love books, I confess that I get much of my information in ways other than the printed page. I listen to audio books as well as podcasts. I read about the news online. And I rarely look at an owner’s manual on how to use a new gadget, preferring to view YouTube clips showing me what to do. I read emails and text messages.
For business owners
You can connect with employees, customers, vendors, and others is a variety of ways; there’s no one “right” way. I posit that you should use words that are clear and correct. While emojis and textisms (e.g., lol; thx) or textspeak (e.g., OMG r u serious) are fine for social conversations, they probably don’t convey the right tone in business. What mode to use? Consider, for example:
- Print for employee handbooks (which can be made available in a digital format).
- Print for holiday cards.
- Audio/visual for how-to guides for customers.
How important words are to business
The English language is complex, with new words being added annually. The 12th edition of Merriam-Webster’s Collegiate Dictionary, available November 12, 2025, contains over 5,000 new words. The Oxford English Dictionary (OED) adds words quarterly.
Recent additions: “timebox” is a fixed period of time during which a person or team must achieve a goal (e.g., software development) and “brandscape” is the selection of brands available to consumers in a particular market.
While the number of words may change and grammar may evolve, words remain the tools in a business’ toolbox used to convey meaning.
For business owners
Words are an important asset to a business. Consider:
- Company name. Whether it’s an existing word given a different usage, such as Apple, or one that’s made up, such as Verizon, Exxon, Lyft, and Spotify, it’s the name—a word—that is the starting point of every business.
- Taglines, slogans, and mission statements. Words can encapsulate a company’s mission and become synonymous with the company name. Nike’s “Just do it.” L’Oreal’s “Because you’re worth it.” Allstate’s “You’re in good hands.” Avis’s “We try harder.” Big Ideas for Small Business’ “We make entrepreneurs smarter.”
- Sales and marketing materials. It’s accepted wisdom that storytelling is a key way to convey content and connect with people and increase conversion rates. Also consider the language used on your website and in your materials. “Language impacts ecommerce conversion rates”, with 75% of consumers shopping in their native language and 59% avoiding English-only websites.
- Contracts and agreements. I’m a lawyer, so I know how important the wording is in contracts and agreements. The wrong one or even the omission of the right one can change the legal obligations of the parties.
Final thought
The bottom line is that words are powerful, and the right words matter. Businesses should employ words carefully. The following are some of my favorite quotes about the use of words:
“Words are, of course, the most powerful drug used by mankind” (Rudyard Kipling).
“I like good words that mean something” (Louisa May Alcott).
“The difference between the almost right word and the right word is really a large matter—’tis the difference between the lightning-bug and the lightning” (Mark Twain).
“Good writers are those who keep the language efficient. That is to say, keep it accurate, keep it clear” (Ezra Pound).
“The task of a writer consists of being able to make something out of an idea” (Thomas Mann).
“Be careful with your words. Once they are said, they can be only forgiven, not forgotten.” (Carl Sandburg)
“We are masters of the unsaid words, but slaves of those we let slip out.” (Winston Churchill)
