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Adapted from information in Axtell, R. E. (1998). Gestures: The do’s and
taboos of body language around the world. New York: John Wiley.
Managers who speak about “long-term goals and profits” to a staff that has
received scant raises may find their core Message (“You’re doing a great job—and
that benefits the folks in charge!”) has infuriated the group they hoped to inspire.
Instead, managers who recognize the “contributions” of their staff and confirm that
this work is contributing to company goals in ways “that will benefit the source of
our success—our employees as well as executives,” will find their core Message
(“You’re doing a great job—we really value your work”) is received as opposed to

being misinterpreted.
Biased language can offend or stereotype others on the basis of their personal
or group affiliation. The figure below provides a list of words that have the potential
to be offensive in the left-hand column. The right-hand column provides more neutral
words that you can use instead. [12]
Figure 12.12 Avoiding Biased Language

Effective communication is clear, factual, and goal-oriented. It is also
respectful. Referring to a person by one adjective (a brain, a diabetic, an invalid)
reduces that person to that one characteristic. Language that belittles or stereotypes a
person poisons the communication process. Language that insults an individual or
group based on age, ethnicity, sexual preference, or political beliefs violates public
and private standards of decency, ranging from civil rights to corporate regulations.
The effort to create a neutral set of terms to refer to heritage and preferences
has resulted in a debate over the nature of “political correctness.” Proponents of
political correctness see it as a way to defuse the volatile nature of words that

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