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Scott McKain

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What do you call the people on your team? (And yourself?)

Here’s a news flash:  Words have meaning.

  • Ok, I realize that’s not earth shattering information — however, why do so few seem to recognize it?

For example: my wife, Tammy, and I are about to go to have her computer checked out for repairs.  We’re headed to the Apple Store — and we are about to meet with a “Genius.” Just for a moment, imagine how that impacts our expectations…we aren’t meeting with any average old repair person, we are going to have a session with a “Genius!”

However, also consider how that term impacts the individual employee’s perception of herself — and how it influences her perception about how the company she works for values her abilities and contribution!

  • (I’ve threatened to quit writing and speaking and go to work for Apple just so I could have “Genius” on my business card!)

Unless you’re an HR executive at Google, Apple, or a few others, the fact is that young people aren’t staring at the ceiling as they lay on their dorm room bed, hoping and praying they can come to work for you.

So, how do you attract distinctive individuals to work for you — so they can help you stand out in a competitive marketplace?

Maybe a point to begin is to ask what words you are using to describe both your business and the position you are offering.  While I might not desire a position in marketing janitorial products, to have an impact on the ecology of the workplace environment could be attractive.

Many years ago, a copier company changed the title of a position from “sales representative” to “document reproduction specialist.”  Guess what happened?  BOTH the employee AND the customer elevated their opinion about the work being done.

  • Granted…it’s easy to dismiss this as “mere semantics.”  However, I believe there is no such thing.  

Words have meaning.

They have the ability to change the customer’s perception of our efforts…and create a more distinctive viewpoint that we hold about ourselves.

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Scott McKain is a business leader, bestselling author, and Hall of Fame professional speaker.
Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails" reached the #1 spot on Amazon.com list of Customer Service Bestsellers! He is the author of two #1 additional business bestsellers (Amazon.com & 800-CEO-READ): "What Customers REALLY Want" (currently available in trade paperback) and "ALL Business is Show Business."
He is the Co-founder and Principal of The Value Added Institute, a think-tank that examines the role of the customer experience in creating significant advances in the level of client loyalty, and has appeared on multiple occasions as a commentator and analyst on FOX News Channel. His platform presentations have run the gamut from the White House lawn with the President in the audience carried live on CNN and NBC's "Today" show...to a remote outpost near the Amazon...all 50 states, seven Canadian provinces...and from Singapore to Sweden...Mexico to Morocco.
An inductee into the Professional Speakers Hall of Fame, he is also a member of "Speakers Roundtable" -- an elite, invitation-only group of twenty of the world's top business speakers.