Language is a driver of culture.

The words we use set the tone for how people see things and how they behave. 

When I was young, there were words that could not be uttered. They were wash-your-mouth-out-with-soap words. In my house, the N word was one of those as were innumerable curse words. 

The outside world though accepted the N word. It was uttered openly and regularly. Fortunately, culture shifted and that word became no longer acceptable.

Words can sting. They can also lift. They tell others who we are and what we stand for or against. They define our worldview and influence others. They let the people of a nation, tribe, team, school, business, or, as in my youth, family know how things are done.

For instance, when Herb Kelleher, the maverick founder of Southwest Airlines, spoke of employees, he never used the words employee or associate, and certainly not resources or assets. Instead, he called them people. 

That set the tone for the culture at Southwest. It said what he stood for and against. He saw business as people-centered. And his company would be just that. This is what gave us singing flight attendants and holiday decorations at the gates. 

What language do you hear at work? Are you an employee? Are you a resource? Are customers targets or personas? 

How does that define your culture? Is it people-centered or something-else-centered? If it’s the latter, I suggest looking for a new culture or driving the revolution for a change. And if it turns out that change is what you’re after, new language is a great place to begin. Strike the business N words that dehumanize. Start speaking of people as people. Give them faces. Give them hearts and minds. 

In the Agricultural Age, our value was our hands, our ability. When machines took over that job in the Industrial Age, our value was our mind and our knowledge. As machines are taking that job away in today’s Digital Age, our value is our heart, our ability to care. 

Our cultures need to recognize that. Our/your language can drive it.

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