CHAPTER 11

Leveraging theLanguage of Leadership

The difference between the almost right word and the right word is really a large matter—’tis the difference between the lightning-bug and the lightning.

—MARK TWAIN

Effective leaders use language that captivates, motivates, and persuades others. They take a position and state a point of view with words and phrases that strike at the very heart of an issue, shed light on the subject, and cause people to take notice.

Effective leaders translate situations into positions. They present evidence to back up their position, and then they propose a course of action. They speak simply, directly, and convincingly. They’re likely to answer our objections before we can raise them. They believe, and as a ...

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