Cleveland Business Connects

For immediate release (October 6, 2017) Media Contact: Judy Abelman Email: Phone: 440.725.8861...

Stop using ASAP ASAP!

By Phil Stella

Participants in my Workplace Writing Workshops regularly encounter a favorite rant — “Specific beats Vague.” So, whenever you have a choice between a vague word, such as “several,” and a specific word, such as “four,” opt for the specific word.

Although there is nothing inherently wrong with using “several,” your reader assumes you know the real number and wonders why you didn’t use it instead. When you use an undefined word, your readers will define it for you … and likely not the way you would have defined it.

I regularly do a brief fun exercise in which I ask people to write a single number for their definition of “several.” The larger the group, the more variety we get. While up to half of the group will go with “three” or “four,” the other half comes up with numbers up to 10. So, by using a vague word, your readers are likely to decode a different message than you had encoded. And it’s not their fault.

My favorite example deals with the acronym “ASAP.” We realize that it stands for “as soon as possible,” but what does THAT mean? Immediately? By the end of the day? By first thing in the morning? When I feel like doing it?’ There’s no standard; only an interesting variety of definitions.

Whenever a client asks for something ASAP, I ask for a specific day and time instead. When I hear, “By end of the day tomorrow,” I then ask if by 5 p.m. would work? I now have a specific target to shoot at, a specific client expectation to try to meet … or beat. And when I send it by noon the next day, I’ve exceeded that client’s defined expectation. A great way to under-promise and over-deliver.

So stop using ASAP ASAP … or at least within the next several days.

Phil Stella runs Effective Training & Communication and empowers business leaders to communicate confidently. A popular trainer and executive coach on workplace communications and sales presentations, he is also on the Cleveland faculty at the University of Phoenix and the Goldman Sachs 10,000 Small Businesses Initiative. He can be reached at (440) 449-0356 and


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