When to use concrete Vs. abstract language

Any pathway looks smooth from a distance. Yet, as you walk along it, bumps and cracks appear at your feet.

This phenomenon mirrors our perception of time:

• The future and past appear abstract, blurry, and smooth due to their distance.
• The present is concrete, with details—both good and bad—in high definition.

👉 This insight can inform how you communicate with customers and colleagues:

1. For future events:

   - Use abstract language to describe long-term plans.

   - Example: When inviting people to a meeting a month away, focus on broader reasons for attending.

2. For near-term events:

   - Employ concrete details to create immediacy.

   - Example: For a meeting next week, emphasise specific agenda items and outcomes.

3. When addressing investors:

   - Use abstract language to paint the big picture.

   - Highlight growth potential and overarching strategies.

4. When engaging with customers:

   - Ground conversations in the present with concrete language.

   - Focus on specific pain points and solutions to help them feel heard and understood.

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