Goals and strategies are generally expressed in words. If the goal is to drive customer satisfaction, how clear is everyone on what that exactly is? It is one thing to just throw out the phrase “customer satisfaction”, it is another if everyone is thinking the same thing or not when they hear it.
Many business terms can come across as abstract. You need to find a way to make things more concrete and widely understood.
Making the abstract concrete helps us communicate. When giving directions, I could say, “Turn left at the stop sign and if you see the playground, you’ve gone too far.” You might picture the stop sign a little taller or shorter than I do. We might both have different images in our head for what’s on the playground.
But we still understand one another because nouns like stop sign and playground are concrete things we can picture and describe. A team’s “strategy” could mean anything. There is too much room for confusion.
Vocabulary is used to make sure goals are clear, as well as the methods and approaches to reaching them. If a board agrees that their company is in need of a rebrand, does that mean they need a new logo? A new name? A new tagline?
One method we use to make sure our team has the same vocabulary is to create a project brief that will clarify everything that needs to be done. This way, when we use phrases like strategy, game plan, or rebrand, we are all thinking about the same thing.