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29 Aug

Using Powerful Words Powerfully

wdmoran business coaching services, executive leadership training, Leadership 0 0

“Words Matter.” Those words were scrawled across the commentary section my local paper, The Richmond Times-Dispatch. This article was about the tendency of government entities to use confusing language and the danger this tendency carries. While I appreciated the article, the headline got me thinking about other language-related problems. Language is particularly important in the field of executive leadership. In my coaching practice, many of the biggest challenges my clients face stem from imprecise language, yet most of us rarely think about the words we use.

Words do matter, and it is important that we understand those that we use so we can use them well. The problem is that there are many important and powerful words that we have misused to the point of making them meaningless. So what happens when we try to use these words appropriately with the power that they should wield? No one really knows what we mean. We send mixed signals. Some may hear them as we intended, while others hear them in their weakened state.
The most obvious example of this misuse is the word “love.” I love my wife. I love my kids. I love God and my country. I even love the work I do. In these cases I am using the word appropriately and powerfully. I am expressing “a deep, tender, ineffable feeling of affection and solicitude toward,” or “a feeling of intense desire and attraction toward,” or “an intense emotional attachment.” These things are so important to me that saying “I love” them makes sense. I weaken love when I say that I love a book, a restaurant, a meal, or other things that could never meet the standard set by the definitions above.
Another commonly misused word is “passion.” Last spring, I heard a speaker talking about the importance of distinguishing between passion and interest. The speaker warned the audience to beware of the word passion. Most of us use passion to refer to things we feel strongly attached to, like sports teams, political issues, activities, etc. In some cases we may be using passion appropriate to express a “powerful emotion, such as love, hatred, or anger.” To understand fully the word passion, it is important to consider its derivation. Passion comes from the Latin for physical suffering or martyrdom. How many of us are willing to suffer physically, let alone be martyred, for some of the things we declare our passion for?
World class athletes can claim to be passionate, because they do make huge sacrifices for the sake of the sport. A politician who gives everything for the sake of his cause may be truly passionate. Many of us have a strong interest in these things. We may even feel a sense of commitment to them, but we aren’t passionate about them. As a long-time Redskins fan, I do feel like I have suffered as they have struggled for the past two decades, but even that doesn’t make following them worthy of the term passion. So that begs the question, “What are we passionate about?” What are we willing to suffer or be martyred for? Most people have some things that rise to the level of passion. For me it is my family, my faith, and my country.
Being clear about what we love and are passionate about brings me to my final words that matter, “values” and “beliefs.” To many people, these words have become indistinct, and therefore both have been diminished. Our beliefs are the collection of things in our lives that are important to us. They can range from the important to the trivial, and they are all-encompassing. Values are those beliefs that we invest ourselves in. Values are to beliefs what passions are to interests. When we muddle them, it prevents others from knowing us. When we say we believe in something, or we believe another thing to be true, we are saying that those things matter to us. However, when we declare something we believe in to be a value, we are committing ourselves much more deeply. For example, I believe that smoking is bad, but I am not prepared to invest my time, talents, and treasure to stop people from doing so. I value my children and their health, so I would invest those things in keeping them from smoking.
Maybe these words and the distinctions I have highlighted aren’t as important as some of the starker distinctions around us. When we hear words like freedom and oppression, good and evil, or right and wrong, we can become motivated to say, “these words matter.” However, our ability to convey to others why they matter comes from the words we use to describe them. I love the freedom we enjoy as Americans; I am passionate about defending that freedom; and I value sacrifices people make to do the same. These words give greater meaning to the words to which I attach them.


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If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
-Bob Kolodinsky

Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I've invited Doug to speak several times at our university and will continued to enjoy doing so. Both students and faculty members love Doug's humility, his comfortable and highly interactive manner, and willingness to share both painful and successful experiences. He comes across as wise yet without a trace of arrogance. I think students almost instantly view him as the type of person they'd like to have as a mentor. I’m confident that those who apply the wisdom he shares will be introduced to new and practical ways of improving their leadership.
-Bob Kolodinsky

Ph.D., Director, Gilliam Center for Free Enterprise and Ethical Leadership and Professor, Management Department, College of Business, James Madison University
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Bringing years of personal experience in leadership in Fortune 500 companies, Doug's presentation is based on his Book "If You Will Lead." Doug's program was much more than a “motivational” sales seminar. It was an inspirational and energizing session that provided us with the tools and insights to lead more powerfully and sell more effectively.
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President, AAISP – DC
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran’s opening keynote address to our annual conference set the tone for the entire event. It was my hope that we would have a speaker who would inspire and encourage our attendees to think and act more boldly about the topic of sustainable mobility, and Doug delivered exactly what we needed. Most importantly, he provided us with concrete leadership advice that we can use to drive positive change. His provocative and challenging words were repeated by many of our other presenters who integrated his leadership messages into their speeches and discussions.
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P.Eng., President ACT Canada
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran looks at the practice of leadership from a unique perspective - through the lens of a literary classic. It’s a fascinating way for today’s managers to think about their own leadership brand.
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President, Arneson Leadership Consulting

(Steve was named one of the country's Top 100 thought leaders on leadership in 2008, 2009 and 2010, and one of the Top 25 leadership coaches in America for 2008, 2009 and 2010 by Leadership Excellence magazine. )
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Although the problems we confront have changed, the fundamentals of leadership remain the same. Recognizing this enduring truth, Doug Moran has created a book that draws leadership lessons from some of history’s greatest figures. If You Will Lead surely will help readers become better leaders.
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Former Governor and Senator, Commonwealth of Virginia
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Few people are born leaders. The rest of us need a guide to help us gain both the courage and competency to lead well. Doug Moran’s book provides a perfect blend of a thoughtful leadership framework and anecdotes from some of history’s greatest leaders to help make his points come to life. If You Will Lead is a great companion for any aspiring executive.
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EVP and CFO, Intersections, Inc.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I was particularly impressed with the section of the book about Jim Mulligan and the role of leading with stamina. It is an outstanding representation of one of the toughest men to endure the Hanoi Hilton. His leadership kept us young guys going. This book captures the importance of leadership stamina.
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(USN ret.), former POW
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
In IF YOU WILL LEAD, Doug Moran provides keen insights on leadership while drawing lessons from some of history’s great leaders. Moran has taken a complex and challenging subject and created lessons and a framework that can help leaders realize and leverage their strengths.
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President, Financial Services, Capital One
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
As I was reading If You Will Lead, I was reminded of Santayana’s famous quote, “Those who cannot remember the past are condemned to repeat it.” This book offers the opportunity to learn from some of history’s greatest leaders, so we can replicate their success. Moran's masterful framework translates these historical lessons into a concrete and practical guide for today's leaders.
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CEO, Korea Exchange Bank
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Doug Moran’s humane and insightful study reminds us of some of the timeless qualities great leaders need. And even if leaders sometimes have to “govern in prose”, drawing inspiration from poetry is a fine idea.
- Stefan Stern

formerly management columnist at the FT, now Visiting Professor at the Cass Business School, London, and director of strategy at Edelman in the UK
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran did a great job of tying essential leadership attributes to great, recognizable leaders. The attributes chosen are essential traits of good leadership and very well organized.
- /s/ Vice Admiral Ed Clexton, USN (Ret)

former Commanding Officer, USS Dwight D. Eisenhower, CVN-69, and recipient of the John Paul Jones 'Inspirational Leadership Award' from the Navy League of the US.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
- R. Jack Weber

Professor Emeritus, Darden Graduate School of Business, University of Virginia
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug Moran’s book will motivate leaders at all level to strengthen key leadership traits of character, authenticity, integrity and self-efficacy. You will learn tangible leadership techniques and walk along side some of history’s best known figures from Lincoln to Mandela, making this a truly inspirational book.
- Wendy S. Swire

Co-author Anytime Coaching: Unleashing Employee Performance Adjunct Professor, Johns Hopkins Carey Graduate School of Business
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I highly add my name of recommendation to the book by Doug Moran entitled If You Will Lead. "One of the great needs in our country and in our world is the need for capable and inspiring leadership. There is, in my judgment, an absence of good leadership as we hear each day of the incessant wrangling among elected officials. We certainly need some new leaders to come forward. This book gives the reader a sense of the qualities of leadership which are so needed today. Leadership is an innate quality. It certainly can be acquired, as long as we have examples which this book gives to emulate." "In my judgment this book is most worthwhile and sorely needed in our world today.
- Walter F. Sullivan

Bishop Emeritus of Richmond
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
This is an engaging primer for anyone committed to becoming a leader at work or in life. Using compelling examples, Doug Moran has provided a valuable series of leadership lessons that are relevant and useful to all of us. This book will make a difference to you and to all who look to you for leadership.
- R. Jack Weber

Professor Emeritus, Darden Graduate School of Business, University of Virginia.
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
I was introduced to “IF” at a young age by my mom, and it is a poem that I keep in my mind at all times as I try to do my job to the very best of my ability here at Butler. Many of the positive lessons in the poem have been very applicable for me. It’s a terrific poem to study for those that aspire to be in a position of leadership.
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Head Coach, Butler University Men’s Basketball Team
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
“If You will Lead” brings real insight into the qualities needed for successful leadership. This book is exceptionally well written and provides a true guideline into all aspects that challenge true leadership. Inspiring balanced and well thought out it is a major contribution for those who would lead in our fast changing society.
- Jim Mulligan
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
At a time when leadership in the world is at such a low ebb – “If You Will Lead” will make a tremendous contribution to the upcoming generation!
- Louise Mulligan
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
After 26 years on Wall Street, the last 20 of them leading people, I am more aware than ever of the need to level-set your actions and philosophies and always be adjusting to the fast-paced world we live in where change is the only constant. Doug Moran has proven himself to be a forward-thinking leader and insightful assessor of practical practices in an increasingly complex and competitive business environment, having demonstrated a track record of creative and strategic thinking along with successful tactical execution in both the public and private sectors across multiple leadership roles. As one fights off the temptation to become jaded and dismissive of those offering the latest recipe for leadership success, Doug has proven to be one of the few people whose opinions I seek out proactively, knowing that I can count on candid feedback, spirited debate and a collaborative partner when dealing with issues important to me both personally and professionally. If You Will Lead is an important addition to any leader’s short list of practical business reading and will make an immediate positive impact on how one ties effective leadership principles to the future success of their organization.
- Chris Dupuy

Managing Director, Merrill Lynch Wealth Management
If You Will Lead - Enduring Wisdom for Those Who Choose to Lead
Doug's book on leadership is a standout. Based on Kipling's poem, "If," the book is thoughtful and comprehensive, pragmatic and inspiring, and grounded in self awareness, which is the fundamental requirement for leadership excellence. This book, with its well-drawn examples of leadership attributes, is in itself a courageous act of leadership. Serious leaders interested in transformation for themselves or their organizations ought to savor it, journal with it, and refer to it often as a way to calibrate, contribute, and create results that matter.
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Author of Be Your Own Coach, and On Becoming a Leadership Coach, and creator of the Georgetown University Leadership Coaching Program



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