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"Words are singularly the most powerful force available to humanity. We can choose to use this force constructively with words of encouragement, or destructively using words of despair. Words have energy and power with the ability to help, to heal, to hinder, to hurt, to harm, to humiliate and to humble." – Yehuda Berg, founder of The Kabbalah Center [Image]( NAMES & LANGUAGE *** I'm doing a 90 day, 23 city tour. Am I coming to your city? This is for you... {NAME}. The most powerful cultures create their own language. A Starbucks employee isn’t called a cashier, crew person, or team member like other companies will call them. Starbucks calls the front line staff “baristas” to reflect the artisan responsibility they have of brewing a perfect coffee. Their role is to "create uplifting experiences for the people who visit our store and make perfect beverages - one drink and one person at a time." And so Starbucks gives them a name to match. All employees at Starbucks, regardless or their position in the company, are also called “partners” to reflect the values that the business is trying to encourage: treat this business like it’s yours. They’re given stock options too, so they actually are partners in the company. Starbucks also created a language for its customers. Where else can you order a grande half-sweet no-whip soy pumpkin-spice affogato style frappuccino? Customers who learn how to speak the language feel more connected to the company. Going to Starbucks becomes a daily ritual that they can’t function without. The result? Starbucks has become not just a well-known brand but a household word. For some, their name has become synonymous with coffee itself as people will say, “I’m going to go get a Starbucks.” All this has been accomplished without a national advertising campaign. The company spent a total of less than $10 million on advertising in its first 25 years in business. Names and language are a critical part of every successful culture. They make people feel included, like they are a part of a special group that they can be proud of. Unique language adds extra meaning where previously it didn’t exist. What names do you have for the people, processes, and products at your business? Do they reflect the culture that you’re trying to build and inspire people to be the best versions of themselves? Don’t just default to standard names because that’s what everyone uses. Make your names powerful. Fill them with meaning. And your team will respond accordingly. What does #Believe language look like? Learn how in my book, Your One Word: [( #Believe [Image]( Toronto Dance Salsa, attention: Evan Carmichael 5095 Yonge Street Toronto Ontario M2N 6Z4 CANADA [Unsubscribe]( | [Change Subscriber Options](