What Do Your Words Really Mean?

Dear Reader,

Welcome to the Dog Days of Summer
(from July 22nd to August 22nd in 2020.)

At least if you live in the Northern Hemisphere!

And it has nothing to do with dogs!

Rather, this summer period gets its name from Sirius, the dog star. Even though it’s 8.7 light years away, Sirius is the brightest star visible from earth. [Note: It’s in the lower left corner of this photo.]

As part of the constellation Canis Major, the Greater Dog, the Greeks and Romans referred to this period as the “Dog Days”.

In fact, this summer heat is due to the earth’s tilt towards the sun. So the northern hemisphere gets more direct rays from the sun causing longer and hotter days.

As a marketer, what can you learn from the “Dog Days of Summer?

Other people may misinterpret your words and/or take them out of context.
Also people may want you to think that their words were taken out of context.

A high profile example of this happened this past week.

Florida Congressman Ted Yoho used derogatory language when talking to New York Congresswoman Alexandria Ocasio-Cortez on the steps of Congress.

Known as AOC, Ocasio-Cortez is the youngest female member of Congress to-date and represents parts of New York City in Queens and the Bronx. Elected in 2018, AOC attracta attention for her outspoken beliefs and hard work

The Hill’s Mike Lillis’s reporting confirmed that Yoho called Ocasio-Cortez a F—–g B—h as he walked away from the example. (BTW: The story has garnered just short of 155k shares.)

Due to pressure from the press, Yoho felt the need to make a statement on the House floor. But he never said the simple words, “I am sorry,” to Ocasio-Cortez. Instead he spoke about his wife and his 2 daughters.

Here’s the heart of Alexandria Ocasio-Cortez’s comments (Link has full text).

“In using that language in front of the press, [Mr.Yoho] gave permission to use that language against his wife, his daughters, women in his community, and I am here to stand up to say that is not acceptable. I do not care what your views are. It does not matter how much I disagree or how much it incenses me or how much I feel that people are dehumanizing others. I will not do that myself. I will not allow people to change and create hatred in our hearts.” [Note: Bolding is the AMG editor’s.]

I applaud AOC. Watching this clip on television, I was impressed with both Ocasio-Cortez’s presence and her speech.

As a woman, I’ve received my share of derogatory comments and treated differently for being a woman. In the workplace, I’ve received lower salaries than male peers and been expected to do things that a man in my position wouldn’t have been.

And maybe you have too!

Despite how a person rationalizes his words or actions after the fact, this language, attitudes and behavior are unacceptable.

As AOC says, they’re dehumanizing and hurtful. They cause pain and hatred.

But what’s worse is that we, the larger community, are capable of being better people to ourselves, our family and friends and the community more broadly.

SO–stop and think about the words you are about to say. Because there is another person on the receiving end of them.

And, as a marketer:
Consider what implications people outside of your organization may interpret your words and the symbols and people that represent your brand.

Because, in today’s environment, your business and brand must be purpose-driven to attract and retain a diverse and inclusive audience.

As one of my former NYU students and Director of Performance Marketing and CRM at Thimble, Annica Lin said, “Always try to see things from other [people’s] perspectives.”