Priscilla Burton

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Feb 11, 2015, 4:19 PM ETMilken Institute1h 5m
Words That Work: It's Not What You Say, It's What People Hear (II)
Frank Luntz, Skip Reimer, Jim Gray, Bob Shapiro, Eric Schmidt Jr., John McWhorter, Priscilla Burton, Charlie Stokes
A prominent business leader outlines a strategic shift from traditional corporate branding to building trust through emotional connection and value-aligned language, citing record-low public confidence in CEOs and corporations. The presentation details specific linguistic reframing tactics, such as replacing "CEO" with "Business Leader" and "capitalism" with "economic freedom," to align with public priorities like peace of mind and stability. Ultimately, the speaker argues that future business success depends on adopting "hardworking taxpayer" messaging, prioritizing tangible results over abstract metrics, and addressing deep-seated societal fears regarding financial security.

Words That Work: It's Not What You Say, It's What People Hear (II)