My year as your Chair has gone very quickly. As it draws to a close in a couple of week’s time at the New Orleans Summit, I have already started to reflect on some of the insights and observations that this unique position within our industry affords. Whilst I will update you in more detail on my thoughts once my year has come to an end, there is one matter that I want to do something about now while I still have the chance, as it has caused a number of challenges in unexpected ways. This is the complex issue of language and phraseology.
It has often been said that the British, Americans, Irish and Australians are nations divided by a common language! Simple confusions can and indeed already have arisen. I am therefore announcing the launch of an urgent Language Task Force to tackle this issue. Sponsored personally by me, its aim is to create a 'Global Standard' Language within CoreNet Global that we can all use to gain international coherence and understanding. This will in particular be of vital importance for the communities, will assist us as we communicate with each other at Summits, and should add extra clarity during webinars and other international education events.
Some of the examples listed below ('American' English vs 'English' or ‘real’ English) will give you a better idea of the scale of the task ahead, and why the new CoreNet Global Language is needed:
Industry terms
Real estate vs Property
Realtor vs Estate agent
Service provider vs Supplier
Maintenance
Moly bolt vs Rawl plug
Baseboard vs Skirting board
Valance vs Pelmet
Restroom vs Toilet
Toilet vs Pan
Wrench vs Spanner
Elevator vs Lift
Sidewalk vs Pavement
Pavement vs Road (surface)
Blacktop vs Tarmac
Lucite vs Perspex
Food Services
Fries vs Chips
Chips vs Crisps
Dead meat vs Had his chips
Jello vs Jelly
Jelly vs Jam
Smoked haddock vs Arbroath smokies
Water vs Adam's ale
Generally
14 pounds vs 1 stone
Bench marking vs Graffiti
Hood vs Bonnet
Trunk vs Boot
Rubber vs Eraser
Eraser vs Arnie
Rubbers vs Wellington boots
Briefs vs Pants
Pants vs Trousers
Muppet vs Felt puppet
Idiot vs Muppet
All done vs Bob's your uncle.
As a further complication the growth of the Benelux Chapter means that we will have to integrate the Dutch and French languages quickly as well - Arbroath Smokies being Gerookte Schelvissen in Dutch, for example. We must also at some point embrace the additional complexity of the Chinese character script as we internationalise the official language of our Association further.
For inspiration as we commence this challenging task we will do well to look at how the Australian’s have simplified language so effectively. Consider the following (Anglo-American English vs Australian English):
Data center crash vs No worries
Financial melt-down vs No worries
Armageddon vs Crikey, no worries.
The Task Force’s immediate priority will include a revision of the terminology used to distinguish our Summits. I have been informed by the eminent market analytics boutique Lyse, Morallies & Statz that for the last 4 years there has been an uncanny correlation between publicity for the CoreNet North American Fall Summit and a slump in commercial real estate values in the Upper East Side of downtown Homer, Alaska, caused apparently by an unfortunate word association. Clearly now that we know about this we have to act, and act quickly.
I have asked Richard Kadzis (Head of Marketing and PR) to lead this vital and urgent piece of work. He has already appointed 3 regional ‘champions’ from the staff team - Lisa Rhegere based in Atlanta (USA); Lo Han-Gin Phrut from Asia (Singapore) and Lars Charns-Sloone from Europe (Brussels).
If you would like to become involved in this, or have any particular words or phrases that you feel needs urgent attention, please let Richard or your local champion know. You can find their email addresses on the CoreNet website.