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3 Words Businessman Need To Stop Talking

April 8, 2021

6 minutes of reading

Comments expressed by Businessmen the contributors are their own.

I’m the CEO of a legitimate tech startup with groundbreaking AI product, Fortune 500 client, and backing from top venture capital investors and . We are the exact portrait of a Silicon Valley “disruptive” company – and that is Our sales team is never allowed to use it.

To be blunt, it was a deafening voice. The last thing a seasoned CEO dedicates his life to want to hear that some flashy startups think they should break what she built and worked on.

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That doesn’t mean the legal world is averse to change. Like other established industries, such as financial services and healthcare, the legal needs only be cautious – and for good reason. Of course, when you are trained to care about the laws, money and people’s lives, you are protected as a startup offers solutions to problems that have been around for decades … even that help can go a long way.

So what may Fast-growing companies have the opportunity to collaborate with players in needy industries Most? I find that language and empathy play a big role. New tech founders, please note: if you’re trying to innovate in a more traditional industry, don’t say these words.


When I read the founders’ leadership ideology articles about how they “disrupted” such a “legacy” industry, I always think about their clients reading the article and feeling be alienated and misunderstood.

The hard truth is systematic change in an enterprise involves more than just one product. The few lines of code in and of themselves cannot fix ingrained corporate politics that have sunk earlier Technology investment and competitive management programs.

Traditional industries face the complex challenge of balancing the old with the new. Buyer of enterprise technology We looking for a solution, but more than that, they are looking for partners to help them innovate their terms and fit their culture.

In other words, the destruction-savior complex won’t fly anymore. The purpose of introducing a new product into a traditional industry should not be because of the “innovator-centric” interruption. It must be for the “customer-centric” ROI of your technology investments.

How can the new founders easily understand the distinction? With innovation, both sides of the relationship are beneficial. Instead of presenting yourself as a change influencer for your clients, position yourself as the driver, help them drive change, and allow your champion to be the hero. .


I learned this the hard way. A couple of years ago, I spoke to a consultant and prospect at a Fortune 100 company. When we talked, I said, “Wow, you know, we’ll be Let’s hack this. ” Back then I worked closely with engineers using “hacks” to describe the rapid process of testing and building products.

He gave me advice that I will never forget: “Hey, Jerry, don’t use that word when you speak to people in my position. We don’t like being hacked.

Good grades are made. Corporations like yours spend millions of dollars each year to prevent data breaches, disclosure of sensitive information, and security breaches. It’s no surprise they don’t want to hear that term – even if it’s in a completely different and innocent context.

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In the field of enterprise technology, the popular consumer technology term “move quickly and break things” rarely resounds. In the payment space, for example, if a server crashes even a millisecond, millions of dollars could be lost to credit card companies. Don’t confuse what worked for companies ten years ago with what works today in enterprise IT.


When you use the word “automation” with project engineers and managers, they understand that you are talking about technology to create tedious work immediately. But when you use the word “automation” with a prospect, they may think that you are talking about their colleague’s work for 20 years.

Be aware of potential customers’ attitudes and knowledge around them if you have to use it in conversation. To avoid setting any alarms, remember this golden rule: automated jobs, not jobs, and people.

You can also make buyers more comfortable by explaining why you’ve built automation into your product. For me, it helps in telling my personal story.

Related: Thirteen words must be on your resume

A few months into law school, I realized that I probably didn’t really want to be one . Instead of helping clients, I know that most of my nights will be dedicated to organizing, tracking, and manually reading thousands of legal documents. Instead of dropping out of school (which I’ve considered a lot), I spent the rest of my career in law school building an AI company, Evisort, to streamline the role of the attorney that my peers do. mine and I spent countless hours reviewing the documentation.

I launched Evisort to help my lawyer friends by way automation jobs that consume a lot of their time and energy every day. The goal of automation is not to stifle jobs – far. It is about making the job more interesting and making colleagues more strategic in their role.

To help your customers innovate, listen to it from them

Above all, the key is to empathize with the people you are trying to help. If you’re lucky enough to attract the attention of an industry professional, take the opportunity to learn from someone with decades of expertise in the field. You will go a lot further when you are really listening – and you won’t get your feet out of your mouth.

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