If you’ve read any of the articles I’ve written on this site, you may have noticed that I’m maybe just a little obsessed with words. I’ve waxed eloquent over the meaning of business continuity, about the cloud, about disaster recovery. Even when I write on other sites, I can’t help but dig into the meanings of the words we use. And I’m not alone. Just the other day, our own Laura Shafer had a word rant too.
So what gives? How come we spend so much of our time on a site dedicated to disaster recovery and information technology talking about words?
Simply put: because words matter.
The way we talk or write, the words we use. These things are as vindictive as my bulldog, who always finds ways of making me pay when she thinks she’s been neglected. If we don’t think about what we’re saying, or what we’re writing, we’re going to pay. It may not happen right away and it may not be obvious, but it will happen. Words are the keystone of human interaction. They’re vast, ancient repositories of meaning that connect individuals and groups across space, culture, and time. We tend to be ignorant of their affect on us, but we do so at our own risk.
That’s why you’ve seen and will continue to see us explore the nuances of the language we use when we talk about disaster recovery, business continuity, backup, and the cloud. Sure, some of that comes from the fact that I’m a geeky writer who loves to hear myself talk (or see myself write?). But more of it comes from our dedication to the industry. StorageCraft isn’t just a company that makes backup and disaster recovery software. We’re a company that actually thinks about what backup and disaster recovery is, about how it’s changing, about how people perceive it, and about how we can help our partners sell it. And words are at the core of each of those things.
So what about you? Do you need to obsess about words like we do?
That depends on whether you want to be an industry leader or just another member of the pack. You may not be able to measure it, but your clients can tell when you’ve thought about the services you’re offering, when you talk about them with precision, and when you’re able to define your business clearly and concisely.
People respond to words. They hang expectation, prejudice, and judgment on them and one powerful way for you to step ahead of your competition is to take control of those expectations, prejudices, and judgments, disarm them, and replace them with a vision of how you can solve a problem.
Okay. Enough eloquent waxing. Just remember, words matter.
Now back to your regularly scheduled program.