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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.

This insight can inform how you communicate with customers and colleagues:

1. For future events:

   - Use abstract language to describe long-term...

Let’s say you are advertising a new product, like a razor.

Should you describe it as being “laser-sharp” or “high quality”?

Laser sharp uses concrete, precise language whereas high quality is more abstract.

New research has revealed which type to use, when.

This matters because ads cost money, lots of money, so you want to make sure what you say has the biggest positive impact possible.

So, what did the researchers find?

In one of their experiments...

Giving a customer money back is better than a refund.

The more concrete your language, saying “money back” instead of “refund”, for example, the more likely it is you will increase customer satisfaction.

Same with delivering “to your door” rather than “house”, referring to the “navy blue polo” rather than “the top”, and “fixing” rather than “solving” a problem.

Concrete language reduces...