The first reason is obvious. Effective use of language is not openly rewarded in the executive marketplace. It's one of those traits that everyone is supposed to have (insert the term "commodity") but so few do (insert "value.") The only time language and communication are rewarded usually comes at the ninth hour when someone wakes up to realize something has to be done.
The second reason is language and communication aren't taught effectively in schools. Colleges, b-schools, grammar schools, you name it. Few remain in command. When Strunk and White wrote their classics on style and grammar, not even these two masters could have predicted how email and the Internet would demote the value of language.
The next reason, and last one for Pointe purposes, is language and other matters of the executive brain have been largely outsourced to consultants, underpaid writers and other so called literary types called ghost writers, my personal favorite. Even political operatives such as Frank Luntz have emerged as experts. Too bad he couldn't have had more influence with the Bush administration. "Surge" ranks as one of the all-time worst word choices at a most inopportune time. On the other side, "war is lost" may be direct, but it's not what most would call a wise choice of terms.
Leaders, quit ignoring language at your peril. Read, write, listen and/or go to a seminar. Stop and think clearly before the next communication. Get outside help if you must. Your audiences may not clap loudly, but they will welcome continuous improvement.
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