We, my wife and I, are traveling in Oman with our tour guide. We go into the desert, to Wahiba Sands.
“Did we just say desert?” he asks us incredulously.
“The term ‘desert’,” he explains to us, “is not appropriate. It goes ‘into the sand’, and that’s a subtle difference.”
The Wahiba Sands is not just a classic desert, but a huge sandy landscape with impressive dunes. The term ‘sand’ emphasizes the beauty and dynamism of this landscape.
And there are still Bedouins living there, who have adapted to the conditions. The region is not completely uninhabited, which makes the term ‘desert’ seem inappropriate.
It is exciting how language can influence the perception of an environment. The word ‘desert’ is often associated with desolation and hostile conditions. ‘Sand’, on the other hand, sounds gentle and natural. Inviting.
And that’s exactly how we felt during our two days in the sand of Oman.
Language is also used strategically in business to control emotions, perceptions and reactions. A few examples:
✳️ “Premium” instead of “Expensive” – Nobody likes to pay “too much” for something. But if a product is marketed as “premium” or “exclusive”, the higher price is perceived as justified and desirable.
✳️ “Agile” instead of “disorganized” – When companies describe their way of working as “agile”, it signals dynamism and the ability to innovate. It has positive connotations, even if processes can sometimes seem chaotic.
✳️ “Optimization” instead of “cost reduction”. The choice of words influences how employees perceive change. “Optimization” conveys the idea of improvement and efficiency, while “cost reduction” sounds more like savings and potential losses.
✳️ “Customer journey” instead of “sales process”. Companies today often talk about the “customer’s journey” instead of the “buying process”. This sounds more personal, more emotional and shows that the customer’s experience is the focus.
➡️ What examples can you think of?
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I am Bernd Scharbert and I accompany and advise when it comes to intercultural leadership, diversity and sustainable work in general. Feel free to reach out, if interested.
