Some public figures take great care with their words. Did you ever listen to former Federal Reserve Chair and Secretary of the Treasury Janet Yellin? While holding those posts, she spoke in staccato, every word measured, knowing a single inarticulate choice could move markets. President Barack Obama also spoke carefully, often pausing mid-sentence, assessing his impact before continuing.
Sadly, many Americans seem to dislike this trait, interpreting careful language as calculating, condescending, and phony. This is evident in the adulation that Trump supporters have for the President’s Incautious and voluminous speech. It is celebrated as “authentic”. Spontaneous, ill-considered speech does suggest to listeners that they are hearing the true thoughts of the speaker. But good leaders also understand the power of words to cause harm, lose friends and allies, and create unintended consequences.
Less is more
The most famous speech in American history is the Gettysburg address, delivered by Abraham Lincoln after a dramatic but costly Union victory in the civil war. It is admired because it fully contextualized a momentous historical turning point in just 121 words. In the 19th century, speeches of prominent politicians were expected to be long. Lincoln’s brevity shocked many, but his speech endures while long-winded ones of his contemporaries are forgotten.
This phenomenon, where words take on more significance by their paucity, is evident in the workplace as well. For my work I regularly attend scientific conferences. These typically allow time for unstructured discussion, to advance a discipline by free exchange of ideas. Without an adept moderator, one or two people can monopolize the conversation but convey little new information. Many in the room could contribute to the conversation but are silenced by their own reticence. Then there are a few who don’t say much, but when they do, everyone turns to listen.
The power of understatement
Another paradox of speech is that superlatives such as “highly”, “incredibly”, and “extremely”, added to underscore an important point, instead serve to undermine that point. These common qualifiers give the careful listener or reader the impression that they are being sold an idea or product that is otherwise unconvincing. Elimination of superlatives allows listeners to decide an idea’s significance for themselves, leaving a more enduring impression.
Word inflation as a political tool
The purpose of speech is not always to inform and communicate. It may also be used to entertain, gossip, or manipulate. Can Americans tell the difference? Increasing the volume of pronouncements in order to obscure their meaning is a well-developed strategy of the Trump White House. Confuse and paralyze critics by turning up the rate of word production so high that nothing can be absorbed. It is like hyperinflation, where people may walk into a store with a wheelbarrow full of cash that rapidly becomes worthless. The more you listen to this administration, the less you will know.
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