Matthew Kohut

And it's not just your credibility, it's the whole company's credibility as well.

I love the way you're putting it.

I can't improve on that.

I think that makes perfect sense.

Ultimately, it comes back to what we said about listening again.

Either you're there for people and they know they can

have a direct line with you or you're not.

And yeah, I also think it's just not true usually.

Well, first, thanks for the compliment.

The greatest thing anyone ever said about one of my books was that it was short and fast to read.

I succeeded.

But yeah, to your point, using the language of the people you talk to is critically important.

And I think this is the warmth thing.

That's the fundamental of warmth is if you're not speaking their language, how can they possibly understand you?

You might as well drop them into a foreign country.

and just start babbling at them.

So the way I look at it is whether the language is simple or complex, generally simple is going to be the way to reach the largest group of people.

But I also think that to your point, if you're using complex multisyllabic words, you're going to just seem more abstract.

And that's just a little bit about the nature of English too, that the words that are longer are the more abstract ones just because of the way the language is constructed.

And so what you can do to try and use the short one, two syllable word makes a huge difference in terms of punch and impact in what you're saying.