Skip One Word to Gain (and Retain) Credibility
Not too long ago, I got philosophical about language use and society. This post is similar, but far less sweeping. I’ve been pondering a word that makes cringe when I read or hear it: just.*
Most of the time when I encounter the word “just” it isn’t conveying any thoughts on justice or equity. I’m completely on board with just justice. But this just functionally is used to minimize.
Can I just interrupt you real quick?
It’s just an idea I had on the way to work.
Oh. That’s not a big deal. It was just a joke.
Nope. Nope. And huge nope. This usage of the word jumps out at me when I encounter it because most of the time it isn’t serving the person using it. In fact, it’s holding them back. You can ask a question without undercutting why. You can pitch an idea you have practiced and mulled over and take credit for that thought process. You can apologize if your humor crosses a line. (And you can attend HR mandated training, too. Because chances are it wasn’t “just a joke.”)
Language is a tool. Whether it is sharp copy (zingy subject lines and witty headlines), how you express yourself in the office among other humans or virtually, or anything in between there isn’t need for self-depreciation or weasely set ups for asking for co-worker’s time. Oral or written, humans like honesty. And the writer (or teller) needs credibility to make a larger point. It’s imperative to build trust in the 2-200 words you have to leverage. So in the spirit of authentic writing and communicating, cut out the “just.”
*The huge exception is Nike’s “Just Do It” where minimizing is ironic and acts as a call to action. But that’s been around since 1987, so to this, I give Wieden + Kennedy my copywriter nod of approval and move on along.
