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Start With The Words.
Enter One Word - an email series that examines, deconstructs, and reinvents the received language of business and marketing.
One Word at a time.
Delivered monthly - or thereabouts.
I’ve made a significant shift in my work over the past three months.
Not a tweak. A massive move that has asked a whole lot of me.
And the whole time, that’s what I’ve been telling people: “I’m making a massive move in my business.”
Which is true.
But I was also saying that because there was NO way I was going to say I was ... pivoting.
The word gives me Covid flashbacks. I swear I heard no other word more that year.
It’s one of those words that 𝘴𝘰𝘶𝘯𝘥𝘴 decisive: capable, responsive, agile.
But was it actually the right word for what I’m doing right now? And was I maybe being a little judgy about it?
That’s the rotating rabbit hole I`m exploring in the latest edition of 𝘖𝘯𝘦 𝘞𝘰𝘳𝘥.
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consume.
Ah, the Imperative of the Season. Issued as a command, a patriotic duty.
Though it takes gentler forms - feast, gift, gather, indulge, celebrate - it is without question 𝗮 𝗰𝗮𝗹𝗹 𝘁𝗼 𝘂𝘀𝗲 𝘂𝗽.
It all feels very 𝑛𝑜𝑟𝑚𝑎𝑙, I guess, until we stop and look at the word itself. Consume is a verb that originally belonged to fire, plague, and time. For 400 years, it solely meant to destroy, burn, waste - annihilate.
Join us for the latest edition of 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙 - an email series that re-examines the vocabulary of business & marketing - one word at a time.
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This month on 𝑶𝒏𝒆 𝑾𝒐𝒓𝒅: Abundance
Generally, when I read the word 𝒂𝒃𝒖𝒏𝒅𝒂𝒏𝒄𝒆, I brace for the mindset pitch and scroll down to see how much 𝒂𝒃𝒖𝒏𝒅𝒂𝒏𝒄𝒆 is gonna cost me.
BUT last weekend my favorite meditation site offered up that very topic while I was in a decidedly different frame of mind.
I was breathing deep and blissed out - not purging sales copy of its inevitable clichés.
Which got me thinking. Because of course it did.
I can’t meditate while someone’s using a word I don’t understand!
...
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In today`s edition of 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙, I`m taking a look at how the word "ethical" is used in business & marketing. I propose that what’s ethical for you is going to be where you put down stakes in a landscape of endless tension.
The tension between reach and respect.
Between persuasion and manipulation.
Between what converts and what aligns.
Read the full thing (and meet George) 👉 Get 𝙊𝙣𝙚 𝙒𝙤𝙧𝙙 in your inbox.
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We`re talking about YOU over on One Word this week. Often, when we lean too heard on I/You constructions, we inadvertently separate ourselves from the people we actually want to connect with. Where`s the line, exactly?
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#startwiththewords
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#oneword
I'm Lara Eastburn.
I study language the way other people study structure - what holds, what carries, what changes culture.
It’s the superpower behind my unusual - and consistently effective - approach to social advertising.
And it’s the fire I bring to distilling the language your business is built on.
I’m a prolific songwriter, a good singer, and a so-so banjo player. My bandmates have been my best friends for over 20 years.
Sci-fi enthusiast. Digital nomad. Serious foodie. Eternal student.
