Because clarity starts with the words we choose.
Why Language Shapes Every Change
Every transformation starts with good intentions — new systems, new structures, new strategies.
But the first thing people notice isn’t the system.
It’s the language used to describe it.
If that language feels corporate, distant, or sterile, people disconnect before they even reach the first slide.
If it feels honest, simple, and human, they lean in.
Words don’t just explain change.
They decide whether people believe it.
That’s why mastering the language of change isn’t a writing skill — it’s a leadership skill.
The Problem With “Corporate Speak”
Corporate language was built to sound safe.
But safe often sounds cold.
Words like “implement,” “optimize,” and “stakeholders” might sound professional, but they quietly strip away meaning.
They make people feel like parts of a process — not participants in a story.
The result?
Employees tune out.
Trust erodes.
Change stalls.
Because when people can’t feel the message, they stop following it.
The Truth: Simplicity Builds Credibility
Complex words don’t make ideas smarter — they make them harder to believe.
When language gets heavy, people assume the message is hiding something.
When it’s clear and direct, people feel respected.
Simplicity doesn’t dumb things down — it lifts understanding up.
It tells the brain, you can relax — this makes sense.
Words That Break Trust
Here are five phrases that quietly disconnect leaders from their teams during transformation:
| Common Phrase | Why It Breaks Trust |
|---|---|
| “We’re implementing a new system.” | Sounds transactional — no emotional context. |
| “We’re optimizing our processes.” | Feels mechanical and detached from people’s reality. |
| “We’ll be rolling out updates.” | Passive voice creates distance and uncertainty. |
| “Stakeholders will be informed.” | Turns people into objects, not partners. |
| “We’re driving alignment.” | Focuses on control, not collaboration. |
When leaders use these words, even unintentionally, they signal hierarchy over humanity.
Words That Build Trust
Now, here’s how to rewrite those same ideas through the lens of clarity and empathy:
| Say This Instead | Why It Builds Trust |
|---|---|
| “We’re introducing a better way to work.” | Invites curiosity and signals improvement without jargon. |
| “We’re simplifying how things get done.” | Focuses on ease and efficiency — relatable and human. |
| “You’ll start seeing changes soon — here’s what to expect.” | Active voice creates clarity, confidence, and direction. |
| “Our teams and partners are part of this process.” | Uses inclusive language that reinforces belonging and collaboration. |
| “We’re finding the best way forward — together.” | Centers unity and shared purpose — turns change into a collective journey. |
Language is a mirror. The words we choose show what we really believe about people.
The Science Behind Clarity
According to cognitive linguistics research, the brain processes concrete words faster than abstract ones.
“Start,” “build,” “simplify” — these activate understanding.
“Optimize,” “leverage,” and “enable” trigger mental friction.
That’s why clarity feels calm. It’s neurologically easier to process.
When communication feels easy to follow, the brain associates it with truth.
That’s how clarity becomes trust.
How to Audit Your Language
If you want to see how your organization really communicates, do a simple clarity audit:
1️⃣ Pull three recent updates or leader messages.
2️⃣ Highlight every jargon-heavy word (implement, optimize, leverage, synergy).
3️⃣ Ask: would a new employee — or your 10-year-old — understand this?
4️⃣ Replace each abstract term with a real-world equivalent.
That’s not oversimplification.
That’s leadership translation.
The Clarity Framework in Practice
In the Clarity Framework, language sits at the core of every step, from defining the story to designing rhythm.
Because if people can’t understand the message, they can’t align with it.
And if they can’t repeat it in their own words, the message hasn’t landed.
Clarity doesn’t need more polish.
It needs more humanity.
Final Thought
Words shape perception.
Perception drives trust.
And trust is what makes change possible.
So before you publish your next update, ask yourself:
Am I writing to impress, or to connect?
Because when the words change, everything else follows.
FAQs
It’s the words and tone leaders use to explain transformation. Clear, human language builds trust and understanding; corporate jargon creates distance and doubt.
Abstract words force extra mental work and feel evasive. People trust concrete, plain language because it’s easier to process and sounds honest.
Use simple, active phrasing: “introduce,” “simplify,” “here’s what to expect,” “we’ll do this together.” Avoid vague terms like “implement,” “optimize,” and “stakeholders.”
Yes. See the table in this article: it rewrites phrases like “rolling out updates” to “you’ll start seeing changes soon — here’s what to expect.”
Language sits at the core of every step. If people can’t repeat the message in their own words, it isn’t clear. See the framework here.
About Ana Magana
Ana Magana is a strategic communications and change management consultant based in Calgary, Alberta. She helps organizations navigate transformation with clarity, structure, and empathy through her signature Clarity Framework.
✨ Explore more clarity-driven insights:
The Strategy Slide Test | The Psychology of Change Fatigue