Christopher V. Flett

Having spent many years working in a nightclub, I can have sailor mouth if I allow it. When you are responsible for screaming at people over loud music to get out of the club, you can start to acquire some ‘unique’ vernacular to get your point across. I kept things clean for the first few years of business, but then realized that as my clients got to know me, the odd swear word would slip out of their mouths and rather than this being embarrassing for them, it showcased a level of trust that they had with me. They could take off their ‘professional’ face, and engage like they would someone they trust.  I realize that not everyone swears, but let’s be honest…most do. It’s part of the English language and sometimes a curse word is the perfect descriptor and conveys a certain level of passion required for a situation. What sounds more compelling to you? 1) He was a total jerk! or 2) He was a total asshole!  When I’m using profanity (selectively and with the right market) I actually drop my tone a bit so that it identifies that I know the word is bad and I’m bringing the other person in on a secret. Having known many CEOs, men and women, there is not one that hasn’t sworn in front of me within the first meeting. When I open up, they open up. When you can have a real conversation with your market, they start having real conversations with you.

Although I think you need to know your audience, you also might not be aware that using profanity with intention (i.e. not just letting words slip out of your mouth) can actually expedite intimacy with your market. It shows you as the ‘real’ you, not as the ‘what you think people want to see’ you. Should you swear like you might when someone nearly hits you with a car? No…but the odd colorful descriptive word is sometimes the only way to illustrate a point or a situation. The rule here is to ‘know your market’. Would I swear in church? No. Would I swear to someone who is Ms. Manners? No. Would I use a colorful term in front of a group of professionals who I have previously polled to see if they are easily offended? Yes, but only to make a point. Where profanity gets a bad rap is when people use it without intention as a form of lazy language. In business, if you use ‘bad words’ as part of your normal vernacular, then insert when appropriate. If you don’t swear in the regular course of your day, then please do not attempt.

Now piss off!

Cheers,

C/