If It Were Not a Thing, What Would It Be?

Are you guilty of using lazy language?

In my speech coaching sessions, one of the most frequent questions I ask is, “If it were not a thing, what would it be?”

For example, one brilliant engineer preparing for his company’s User meeting said, “There are two things people love about…” You guessed it; I asked, “If it were not a thing, what would it be?”

His reply? “Innovative upgrades.” My next question: “There are billions of people in the world. Which people love your innovative upgrades?” His answer: “Systems administrators.”

This simple exchange is just one way I help brilliant professionals communicate as intelligently as they are.

The next time you hear someone—even yourself—use the word “thing,” take a moment to write out the sentence and find a stronger, more specific word to replace it. By doing this, you’ll become more aware of your own word choices, making it easier to speak with precision.

When did this crusade against the word thing begin? It all started when my friend David Palmer introduced me to my now favorite phrase, “Specificity builds credibility.”

As I sat in the back of a coaching camp I was conducting with Darren LaCroix, I became increasingly irritated by the number of times I heard phrases like, “The best thing to do to be successful…” or “The first thing I did to make the sale…” I couldn’t help but think, “Do you mean the best action we need to take?”

Here’s a list of more precise options for your consideration.

(I’ve alphabetized them for your convenience.)

The most important _______ is . . .

Approach, assumption, attitude

Challenge, commitment, conclusion, condition, consideration

Deduction, deliberation, detail, discipline

Element, event, example, exercise, experience

Fact, focus

Habit

Idea, inspiration, instruction

Lesson

Message, method, moment

Opinion, opportunity, option, organization

Perception, philosophy, point, practice, precaution, principle, problem, process, program

Reason, reflection, routine

Safeguard, secret, sentiment, speculation, speech, strategy

Tendency, thought

View

Way

This list was created out of frustration with vague language. What would you add to it?

When your message must be memorable, your presentation powerful, and your sales successful, I can help.