Recession Buzz Phrases (And Why I Hate Them)

"In these tough economic times."

"How to survive the recession."

"Think like an entrepreneur."

"No recession here!" (And it's cousin, "What recession?")

We've made a bit of fun on past episodes of The BeanCast about the tendency to fall back on certain catch phrases during "times like these." And it was funny to discuss while it was safely reduced to a bit on a marketing podcast. But having lived with it for a while, I'm not laughing anymore.

False Promise

I'm a firm believer that advertising and news does more than just react to markets. What we read and see also shapes markets. And while I certainly wouldn't dream of laying the blame for our continuing downturn on the shoulders of a few writers, it's clear that this type of phrasing isn't helping.

Think like an entrepreneur? How does a phrase like this really help anyone? It's essentially saying that you need to be innovative and work hard, which is pretty much what every healthy business already does.

I can't tell you how many times I've heard this phrase as the cure to business ills — in both good times and bad. Yet the truth is that if things are going bad in your business, suddenly getting "innovative" doesn't change the economic situation of your core market. What does "get entrepreneurial" really say to a struggling business? It says, streamline, cut-back, layoff people and get lean, mean and aggressive. It's nothing more than a feel-good euphemism for what is already happening.

And don't get me started on the "What recession?" stuff! Talk about a mind-hump! Bravado like this ignores reality and encourages no one. Recession doesn't mean total collapse. Not every business is doing bad during a downturn. And taking this tact possibly even reveals a lack of foresight and planning for your own potential downturn in business.

Which brings me to my first point: Phrasing like this creates the false impression that you can "gut" your way out of the recession. It's more of the same "gung-ho, go after the big score" attitude that got us here in the first place. Instead, I believe that we should be taking a step back now and re-envisioning what the future of business will be. The real winners after the recession will be the ones who watch carefully and prepare themselves for the entirely new business landscape to come.

Holding Our Collective Breath

I also don't care what any so-called financial expert says about the science of money, the markets are highly emotional. And I'm not just talking about the catch-phrase "investor fear." We hear words like, "In times like these" and we are not inspired to invest wisely and get better counselors and shop smarter and save money and all the other things people attach to it. We. Just. Stop.

That's right. What does the word "survive" mean? What does the word "tough" mean? These are words of "endurance." So when we should be telling people "Swim to shore," we instead are in essence saying, "Hold your breath and see how long you can stay under water."

Then add to this the plethora of messages that somehow this was caused by "greedy bankers" or "we're working on an economic stimulus package," and we even get to abdicate all responsibility both for cause and solution.

And in anticipation of the criticism, I don't believe I am over-thinking this one. We are not inspiring new thinking with phrases like these. We certainly are not inspiring confidence. If anything, it's kind of big-brotherish. "Sit tight. You didn't cause this. But don't worry. We'll fix it for you."

It's Time To Be Inspirational

Which brings me to my second point: Enough with the hunker-down phrasing! It's time to be inspirational. And again, I'm not talking bravado here. I mean REAL and TANGIBLE inspiration.

You don't have to talk about the economy. You just have to not ignore it. That means don't try to portray it as a blip on the radar and soon we'll be back to normal. Be visionary! The message is not one of returning us to the way we were, but of leading us to something better.

The economy was not the same after the Great Depression or after the gas crisis of the 70's or the dot-bust. It was radically different. So let's hear about it! Let's take time and imagine it for our customers and for ourselves. It uncomfortable and its scary -- for both us and them -- but it's real and smart and good for the long-haul.

Take some time today. Evaluate your words. And make the effort to replace every "hunker down" message with a new future message. Then see what it does for both your attitude and your ability to leave "these troubled times" behind for good. I think you'll pretty quickly understand the power language has over us and what being a truly inspirational leader can do for the future of your business.