“The simpler you say it, the more eloquent it is.”
August Wilson
Let’s be honest—meetings can make us feel a little…off.
Maybe it’s the fluorescent lighting, or perhaps it’s the bizarre psychological need to look smarter than everyone else. Whatever the cause, we’ve all been there, staring blankly at a PowerPoint, when someone says, “We need to leverage our core competencies to maximize efficiency and drive vertical integration.”
You nod along because, well, it sounds official. But inside, you’re wondering what, exactly, “vertical integration” means and how your “core competencies” are doing these days. Of course, you don’t ask. That would be admitting you’re not as in-the-know as the rest of the room. So, you sit there, letting jargon wash over you like a lukewarm shower.
The truth is, asking questions feels risky. It’s a little too much like admitting you forgot to study for the big test. But here’s the thing: not asking questions isn’t saving your dignity—it’s costing you clarity. And in a world where understanding is everything, that’s a hefty price to pay.
Welcome to your Schmarketing reset—where we’re dialing things back and stripping away the clutter. It’s time to realign how we communicate by focusing on three core practices that will bring clarity back into the conversation.
- Encouraging Open Communication
- Practicing Empathy
- Maintaining Clarity Through Consistency
Get the hang of these three habits, and you’ll kick jargon to the curb, foster real understanding, and build stronger connections with your team and clients.
Ready to get started? It all begins with how we communicate—because if your team can’t ask questions or speak up, clarity won’t stand a chance.
Step 1: Reboot Communication
At the core of your Schmarketing reset is creating an environment where communication thrives naturally, without layers of confusion piling up. This means more than just tossing around ideas or holding meetings—it’s about fostering a space where asking questions, seeking clarification, and offering feedback are encouraged. If people feel safe to speak up, you’ll uncover miscommunications before they become full-blown disasters.
Here’s how to encourage a culture of clarity through questions and feedback.
Create an Open Environment
Getting your team to ask questions is like cutting through the walls and installing windows—it lets the light flood in. Make it clear that there are no stupid questions, only opportunities to increase understanding. This is especially important in meetings where jargon can fly thick and fast. If someone’s too afraid to ask for clarification, the entire team could be heading in the wrong direction without even realizing it.
The No-Stupid-Questions Policy
My first boss out of college, Don, believed in the power of open communication. Fresh out of school and eager to prove myself, I found myself at a large nonprofit surrounded by seasoned professionals who spoke fluent nonprofit-ese (it’s like Schmarketing, but you get paid less to use it). Every Monday, Don would present our goals using as few buzzwords as possible—a true marvel in our field. He’d then say, “Any questions? Feedback? Don’t be shy.”
At first, I was as shy as a cat in a room full of rocking chairs. But Don’s unwavering openness made it clear that no question was too small or too silly. One day, after he outlined a daunting project to plan and execute a large-scale donor event, I finally raised my hand.
“I’m not sure I understand what’s expected in the ‘donor segmentation’ section,” I squeaked.
Don didn’t blink. “Great question,” he said, as if I’d just asked the meaning of life. “Donor segmentation just means grouping our donors based on how much they give and how often we hear from them. That way, we can make our messages feel more personal.”
With that, the floodgates opened. My colleagues, previously as quiet as monks on a silent retreat, began asking their own questions. It was like watching a group of slightly over-caffeinated squirrels suddenly realize they all spoke the same nut-based language.
Don taught me that fostering an open environment means making sure everyone feels safe to ask questions. It’s about turning potential confusion into opportunities for collective growth. And sometimes, it’s about realizing that everyone else is just as confused as you are, and that’s okay.
Lead by Example
As a leader, one of the most powerful things you can do is ask questions yourself. It shows your team that it’s okay not to have all the answers and sets the tone for open communication. When you’re unsure about a term or a strategy, don’t bulldoze ahead in the hopes no one will notice. Admit it. Not only will you gain clarity, but you’ll also encourage others to do the same.
Acronym Overload
When I sold my business, the initial meetings were filled with big dreams and lofty visions of what our merged future could look like. We were like kids planning the ultimate treehouse—complete with a zip line and a soda fountain. But soon enough, the phase of whimsical brainstorming closed, and we dove into the gritty details of due diligence. Suddenly, the excitement of blue-sky thinking was replaced by endless numbers and dry financial projections.
As the discussions deepened, the room filled with a fog of acronyms: CAC, EBITDA, NPS—each more inscrutable than the last. It was like everyone else was speaking a foreign language, while I struggled to piece together the puzzle without a clear picture to guide me. I could see the acronyms flying around, clearly meaningful to everyone else, while I nodded along, trying to look competent.
In that moment, I had a choice. I could pretend I understood, nodding sagely while frantically hoping I wouldn’t be asked to contribute. Or, I could admit the truth and ask a simple, possibly embarrassing question: “What do these words actually mean?”
Taking a deep breath, I chose the latter. “Excuse me,” I said, doing my best to sound confident despite admitting my ignorance, “Can someone explain what NPS stands for?”
The room went quiet. For a second, I wondered if I had just committed a social faux pas. But then, a senior executive smiled and said, “Sure, NPS stands for Net Promoter Score. It’s basically a way to see how loyal and happy our customers are.”
The room visibly relaxed. My question had broken the ice, and soon enough, others started chiming in with their own questions. What had started as a wall of jargon turned into a collaborative discussion, where people felt comfortable seeking understanding.
That moment taught me the importance of leading by example. By admitting I didn’t know something and asking for clarification, I not only gained the knowledge I needed but also created an environment where others felt safe to ask questions. It turned out that many others had been just as confused but were too afraid to speak up.
Leading by example means showing that it’s okay to ask questions, to admit when you don’t know something, and to prioritize clarity over pretending to know it all. It’s about turning jargon into meaningful dialogue and ensuring that every voice is heard.
Step 2: Practice Empathy
Empathy is the magic ingredient that turns a bland, rubbery dish of communication into something people actually want to digest. When you step into your audience’s shoes, you start to see the world from their perspective—their challenges, their needs, their quirks. By doing this, you can tailor your message to hit them right where it counts, making your communication not just clear—but personal and impactful. Here’s how a little empathy can flip the script on your interactions.
Get Inside Their World
Before launching into your pitch or presentation, take a moment to consider your audience’s background and experiences. What are their pain points? What motivates them? Understanding their context can help you frame your message in a way that speaks directly to their concerns.
The Birthday Card Epiphany
I once worked on a project for a nonprofit organization that was struggling to engage its donors. We had all these fancy reports and data on donor retention rates, but nothing seemed to work. It felt like we were trying to catch fish with our hands—plenty of effort, but no results.
Then, one day, I had an epiphany while picking out a birthday card for my uncle. I spent an absurd amount of time in the card aisle, trying to find something that wasn’t too sappy but still conveyed the right personal touch. That’s when it hit me: communication is about connection, and connection requires empathy.
I brought this newfound wisdom to our next team meeting. Instead of talking about donor retention in abstract terms, we started thinking about what our donors cared about. We sent out personalized thank-you notes and followed up with stories about how their contributions made a difference. We treated them like cherished family members, not just names on a spreadsheet.
The results were astounding. Donations increased, and donors expressed their appreciation for the personalized touch. By putting ourselves in their shoes, we created a stronger, more meaningful connection.
Listen Actively
Listening is a crucial part of empathy. Pay attention to both verbal and non-verbal cues to understand what your audience is really saying. Sometimes, the most important messages are the ones left unsaid.
The Silent Signal
During a particularly grueling project, I had a team member who rarely spoke up in meetings. She was a brilliant web developer but had a habit of retreating into silence when discussions heated up. I could have easily overlooked her, focusing instead on the louder voices in the room. But something about her quiet demeanor made me pause.
One day, after a meeting, I asked her to grab a coffee with me. Away from the noise of the conference room and the caffeine-fueled brainstorms, she finally opened up about her concerns and ideas. It was as if a dam had burst. Her insights were invaluable, providing a fresh perspective that significantly improved our project and, quite possibly, the sanity of our entire team.
Turns out, she had been silently observing all our grand plans and finding the flaws we were too busy patting ourselves on the back to notice. Her suggestions were like the missing pieces of a puzzle we didn’t even know we were trying to solve. Who knew that the quietest person in the room was actually the one with the most to say?
By practicing empathy and taking the time to listen actively, I not only gained a valuable team member’s input but also fostered a more inclusive and supportive team environment. Plus, I learned a valuable lesson: sometimes the best ideas come from the people who aren’t shouting them from the rooftops.
Ask Questions that Matter
Show genuine interest in your audience’s thoughts and feelings. Ask questions that go beyond the surface and demonstrate that you care about their perspective. This builds trust and encourages open communication.
The Unexpected Question
I once attended a client meeting where I had to present our progress on a project. I was ready to dive into status updates and reporting, but something told me to start differently. Instead, I asked the client, “What keeps you up at night?”
There was a moment of stunned silence, during which I half-expected them to bolt for the door. But instead, they opened up, unleashing a floodgate of concerns and aspirations that I wouldn’t have discovered otherwise. It was as if I had tapped into their deepest anxieties and dreams, the ones usually reserved for late-night infomercial therapy sessions.
By showing genuine interest, I was able to tailor our strategy to address their most pressing needs. It wasn’t about impressing them with data—it was about connecting with them on a human level. This approach not only impressed the client but also strengthened our partnership. They saw us not just as a service provider but as a trusted partner who genuinely cared about their success.
Empathy is not just a soft skill—it’s a powerful tool for effective communication. When you practice empathy, you bridge gaps, build stronger relationships, and create a culture of understanding and respect.
So, the next time you find yourself in a meeting, don’t just dive into the data. Take a moment to ask, “What keeps you up at night?” You might be surprised at the doors it opens—and the monsters it helps to banish.
Step 3: Build Consistent Clarity
Clear communication is like watering a plant—you can’t just do it once and hope it thrives. Even with open communication and empathy in place, misunderstandings can creep in over time. That’s why maintaining clarity through consistent check-ins and feedback loops is the final key to a Schmarketing reset.
Make Check-Ins Routine
Incorporating regular check-ins creates space for team members (or clients) to express any confusion or offer suggestions for improvement. These check-ins can be a quick round at the end of each meeting or a dedicated time in your weekly schedule. Encourage everyone to share their thoughts—sometimes the best ideas come from the most unexpected places.
A Humbling Lesson in Jargon
One bright Tuesday, I found myself in a sleek conference room, ready to present a website redesign plan to a new client. The room, with its glass walls and ergonomic chairs, screamed “important business happens here.” Armed with my meticulously crafted presentation, I was eager to showcase our marketing prowess.
I launched into my spiel with gusto. “Our strategy focuses on enhancing the user interface with responsive design to boost engagement metrics across various devices and screen sizes,” I declared, tossing around terms like confetti at a parade. The words swirled in the air, each one meticulously chosen to impress.
As I continued, I noticed the polite, blank stares. Undeterred, I pushed on, detailing every intricate part of our strategy. Finally, I wrapped up and asked, “Any questions?”
There was a pause. Then, one of the clients leaned forward and asked, “What do you mean by engagement metrics?”
It felt like the floor had dropped out from under me. Here I was, thinking I was dazzling them with my marketing acumen, but I had created a gulf instead of a bridge. I realized I was more focused on sounding impressive than on ensuring my clients understood our plan.
From that day on, I implemented regular check-ins with clients to ensure we were all on the same page. Before every meeting, I translated our Schmarketing into clear language. I also encouraged clients to ask questions and seek clarification without hesitation.
This shift had a profound impact. By fostering an environment where questions were welcomed, and regularly checking in to clarify our progress, we improved communication and built stronger client relationships. They felt more included and valued because we took the time to ensure they understood our strategies and plans.
Clear communication isn’t just about avoiding confusion—it’s about building connections. Regular check-ins are essential for turning a gulf into a bridge, one question at a time, with a little less confetti and a lot more clarity.
Back to Basics
Congratulations—you’ve completed your Schmarketing reset and realigned yourself with clarity as your new best friend. It’s like finally shaking off that buzzword hangover and stepping into the light. Remember, no one ever walked away from a meeting thinking, “Wow, I wish there’d been more jargon.”
By encouraging open communication, practicing empathy, and maintaining clarity through consistency, you’ll not only dodge misunderstandings but build stronger, more genuine connections with your team and clients. Plus, you’ll sleep better at night knowing that nobody is quietly Googling “vertical integration” on their phone during your next presentation.
So, next time you’re tempted to throw in a phrase like “synergize our core competencies,” take a deep breath, step back, and ask yourself: “Is there a clearer way to say this?”
Turns out, the secret to great communication isn’t a stack of buzzwords—it’s about making sure everyone feels included, heard, and, most importantly, understood.
And who knows, maybe your next meeting will finally be a little less…off.
