How to use Languaging to get your ideas to STICK
Teach others to think by the words you use.
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Dear Friend, Subscriber, and Category Pirate,
This week’s Category Design Tip is all about Languaging—the strategic use of language to change thinking.
Whenever language is bent, it tweaks the ear to listen and consider the different. Languaging is essential for Category Designers because if you can’t write what you’re thinking, then you aren’t thinking clearly. And if you aren’t thinking clearly, then how are you going to change the way the reader, customer, consumer, or user thinks?
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Languaging is about creating distinctions between old and new, same and different.
Languaging changes the way people perceive the thing they’re looking at.
Henry Ford called the first vehicle a “horseless carriage,” not a faster horse.
Sara Blakely invented “Spanx,” not better shapewear.
You and your friends go to “brunch,” not a late breakfast.
If done well, languaging has the potential to reflect the unspoken qualities of your category point of view.