Most organizations recognize the need for technology: websites, mobile apps, email…and yet focusing solely on the “hard” components of technology, can lead to minimizing the importance of the soft side.

In particular, when we become enamored with the power of technology, we can lose sight of the words we use and the impact those words have on our followers. What we say, what we write, streams out into the world. It’s not just the words, but the context, the nuance, the inflection, how those words come together into meaningful thought. We would be wise to choose our words carefully.

As Mark Twain famously said, “The difference between the right word and the almost-right word is the difference between the lightning and the lightning bug.”