IV. Language Series: The Poetics of Entrepreneurship
Since language is a technology, perhaps the foundation of all technology,
then all technologists have an exacting debt owed: to use language
well -- accurately, simply and honestly -- not only because it’s the right thing to
do, but because, ultimately, it will bring them success.
I call this series the “poetics” of entrepreneurship because poets know that
language carries force and magic; that skill in its use brings shamans power
and artists truth. Poetics deals with the nature, forms, and laws of
aesthetics and the practice and composition of language; it requires a
blending of knowledge and hard technique with elegance, grace, and timing -- all
qualities possessed by world-class entrepreneurs.
In this series of tips, we will focus on the following aspects of business
poetics:
naming
powermetaphors™
speaking effectively
and the relationship between skillful use of language and marketing insight
