We need to make the abstract concrete. Whether talking to colleagues or clients, students or sales reps, patients or program managers, we need to take abstract ideas and make them real by using concrete language. Helping people understand, and act on, what we’re saying.

Pitches that used more abstract language made investors think the company had more potential for growth and greater ability to scale. Abstract language also boosted the likelihood of investment, increasing the chance startups made it through the initial round of consideration for funding.

But even more surprising is the type of language that increased investment. After all, concrete language increases understanding, boosts memorability, and has a host of other benefits. So given all that, why did less concrete (more abstract) language increase funding?

The answer, it turns out, has to do with what concrete language communicates about potential. As we’ve discussed, concrete language often relates to observable aspects of items, actions, and events. Things that exist in the here and now that we can see,

touch, or feel.

Consequently, concrete language is often quite helpful. It can help people visualize what is

being said and understand complex topics. In the context of pitch language, for example, using concrete language should help potential investors understand what a company does and the immediate problems that it hopes to solve.

But when deciding whether to fund a startup, understanding isn’t the main thing investors are looking for. They’re not just trying to comprehend a business, they’re trying to forecast its

potential—not just whether it will survive but whether or not it will flourish. How likely is this business to grow in the future? Not just a little, but a lot? How easy will it be to scale up?

But if we want people to think our idea has potential, or that we’re a forward-thinking visionary, abstract language is more effective.

Abstract language also suggests that communicators are more powerful and would be better managers or leaders. Using abstract language to describe everyday activities (e.g., describing ignoring someone as “showing dislike” rather than “not saying hello”) makes people seem more focused on the big picture, and thus more powerful, dominant, and in control. Similarly, hearing someone describe a product more abstractly (i.e., “nutritious” rather than “containing lots of vitamins”) made them seem more fit to be a manager or leader.

Consequently, we need to harness the power of linguistic concreteness.

• Make people feel heard. Want to show someone you’re listening? Be concrete. Give specific details that show we paid attention and understood.

• Be concrete. Don’t just pick things that sound good, use words that listeners can see in their minds. It’s a lot easier to imagine a red sportscar than ideation.

• Focus on the How. Thinking about the nuts and bolts of how something will happen, and focusing on specific actions, makes things concrete.

But while concrete language is often useful, if our goal is to come off as powerful, or make something seem like it has growth potential, using abstract language is better. In those cases:

• Focus on the why. Thinking about the reasoning behind something helps things stay high level and communicate that big picture.