When to use concrete Vs. abstract language
Any pathway looks smooth from a distance. Yet, as you walk along it, bumps and cracks appear at your feet.
This phenomenon mirrors our perception of time:
- The future and past appear abstract, blurry, and smooth due to their distance.
- The present is concrete, with details—both good and bad—in high definition.
π This insight can inform how you communicate with customers and colleagues:
1. For future events:
- Use abstract language to describe long-term plans.
- Example: When inviting people to a meeting a month away, focus on broader reasons for attending.
2. For near-term events:
- Employ concrete details to create immediacy.
- Example: For a meeting next week, emphasise specific agenda items and outcomes.
3. When addressing investors:
- Use abstract language to paint the big picture.
- Highlight growth potential and overarching strategies.
4. When engaging with customers:
- Ground conversations in the present with concrete language.
- Focus on specific pain points and solutions to help them feel heard and understood.
Get more specifics on how to optimise your business with behavioural science by becoming a Just Do This member.
