The impact of communication in business can be found in strange places – my most recent lesson came from a snack bag. If you are a frequent flyer, you have likely heard this line “Your beverage is included inside the bag.” repeated by an air hostess every time they hand out a particular snack bag (which, in fact, includes a beverage). I guess by saying this to each customer, they are saving a significant amount of money.
I have 3 drinks that I enjoy (at different times of the day) that are on offer, but unfortunately none of them are included in my bag. So, I always ask for a cup of low-sugar tea, a glass of buttermilk, or a coconut water. Which I am guessing I am entitled to as part of my pre-booked meal because till now I have always got it along with my snack bag. But the interesting part is, unless I ask, I won’t receive it. In fact, the opposite is true: the air hostess handing out these bags (possibly trained to say this phrase about the beverage being inside) is subliminally telling each passenger not to ask.
The power of words to influence behaviour is beautifully illustrated by this example. It’s a grey zone, because technically a passenger who has pre-booked a snack and a beverage can argue that they get to choose the beverage (unless specified otherwise). The airline, on the other hand, can argue they are already offering the beverage, and the passenger is not entitled to two drinks. The solution lies in finding the right words to navigate this airspace that is not clear, and an elegant solution it appears to be.
Of course, all of this is just my conjecture as I have no way of knowing what the inside story is. Till I am told otherwise, I am going to keep asking for and enjoying my glass of lychee-flavoured coconut water (which is the newest addition and my current favourite)
The power of finding the right words to create behavioural change lies at the intersection of my two work worlds (communications and coaching). Framing the problem by asking the right questions and creating an environment that allows the real needs to emerge is the starting point of any meaningful change.
In PR parlance, this is called “getting the brief right”; in coaching lingo, this is the “contracting phase”. Once there is clarity on the goal, the rest flows from there. If you know where you want to go, finding a way there becomes easier.
Words are what we use to communicate our goals, and to translate thoughts into actions. Choose them carefully, and you may get the drink of your choice. Will you settle for something generic like “Enhance visibility, create awareness and generate excitement?” – the equivalent of a mixed fruit juice in the bag. Or do you want something specific that meets your specific taste like a some cold lychee infused coconut water? Set SMART goals, they are just words, but if you find the right ones they help you squeeze the best juice our of business and life.
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