Words as a tool to explore values and prejudices in business

We were probably too young to realise that exploring the synonyms and antonyms of a word can be a powerful tool for understanding the underlying values or prejudices that influence our thinking.

As studies in cognitive linguistics argue, our language on the one hand reflects and on the other shapes our thinking, and defines our interpretation of the world. The meaning we attribute to a term, in fact, may differ from person to person depending on the experiences and interpretative models of individuals. Linguistic associations are also closely related to our perception of reality and our values: when we choose certain synonyms to describe a concept, we are unconsciously revealing which aspects of that concept we value most.

An example with synonyms of the word 'courage' can reveal different value nuances:

1. If we associate courage with 'strength', 'fearlessness', 'impetus', we are framing courage in a context of physical or emotional power and determination. This reflects an interpretation of courage related to energy and the ability to overcome obstacles with vigour.

2. If, on the other hand, we prefer synonyms such as 'decisiveness', 'proactivity', 'momentum', we are highlighting an interpretation of courage that is more oriented towards innovation, a positive vision of the future and the capacity for initiative.

And these different interpretations can uncover preferences and value drives of an individual or an organisation.

Naysayers can also help to better understand the context in which we move, whether personal or organisational. They can bring to the surface hidden prejudices.

For example, if the opposite of 'ambitious' is 'lazy', the prejudice emerges that those who are not ambitious lack motivation; whereas if the opposite is 'balanced' or 'satisfied', a different view of ambition emerges.

Perhaps it was because of my later studies or perhaps because that one hour a month with the dictionary of synonyms and antonyms in junior high school particularly excited me, the fact is that the interest in words and their possible interpretations has remained with me.

Try to make it your own to work on the values that are present in your teams or organisation.

Try out a list of keywords (e.g. leadership, collaboration, innovation, ...) and ask your colleagues to individually write down 3-5 synonyms to associate with each. Then compare the answers: which synonyms occur most frequently? What interpretations emerge from the different synonyms? How do these interpretations influence the way the analysed aspects are put into practice?

Likewise, ask them to identify antonyms of key words in the work context and analyse what biases they may hide.

And above all, after identifying potentially limiting interpretations of a concept through its synonyms and antonyms, invite them to "reconstruct" that concept by choosing new synonyms that reflect a vision more aligned with the values you wish to see put into practice in your team.

These activities can help

- Raising awareness of the values implicit in the language used in the company

- Identifying hidden biases that may influence decisions and behaviour

- Building a shared language more aligned with the values to be promoted

Working on synonyms and antonyms provides access to often unspoken value dimensions, offering an innovative way to explore organisational culture and promote profound changes in thinking and acting.

*Partner bbsette - Consulting, Training and Professional Games.