Linguistic Techniques to Avoid in Change Management

1. Overly Technical Jargon

• Alienates non-specialists and creates distance.
• Example: avoid “We are optimising synergies across the enterprise architecture”.

2. Directive / Authoritarian Language

• “You must…” or “You have to…” triggers resistance.
• Instead use collaborative phrasing: “Together we’ll…”.

3. Vague or Hedged Language

• Phrases like “We might” or “We’ll see” cause uncertainty and reduce trust.
• Better: “We will review this in March and decide the next step.”

4. Over-Promising or Minimising Challenges

• Saying “This won’t affect you much” when it will, damages credibility.
• Employees prefer tough truths over false reassurance.

5. Negatively Loaded Terms

• Words like “problem,” “failure,” “resistance,” or “mandatory” can create defensive reactions.
• Reframe: “opportunity,” “learning,” “feedback,” “essential.”

6. Corporate Spin or Buzzwords

• People see through phrases like “paradigm shift,” “game-changing,” or “leveraging synergies.”
• Use authentic and concrete words instead.

7. Exclusionary Pronouns

• Saying “management has decided” or “they want us to…” creates an us vs them divide.

8. Ambiguous Timeframes

• “Soon,” “later,” or “eventually” create frustration.
• Use specifics: “By July 15th”.

Summary:

• Use language that is clear, inclusive, empathetic and future-focused.
• Avoid jargon, vagueness, authoritarian commands and false reassurance.
• Words should inspire agency and trust, not fear or confusion.

(main source: Chip Heath et al, 2007)