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A verb confusion lesson

Thursday, June 23, 2011 - 00:00

I just returned home from an industry event that has become a central and essential part of my calendar. I’d love to say I enjoy this event more than any other of its kind, but I’m convinced it stands alone. In my experience, it is unparalleled. The content, quality and attention to every detail is an abject lesson in “sweating the small stuff.” And, the massive amount of effort and energy this organization invests up front pays substantial dividends at the back end in the flow, execution and experience of everyone involved.

I can’t say it’s perfect because it has gotten better every year and I have no reason to doubt the trend line will continue to climb. I enjoy it so much that I schedule the rest of the year’s event calendar around it. It is all about achieving excellence in every aspect of you business, every aspect of your life.

However, this is not about the conference. It’s about what was waiting for me when I returned home. It wasn’t the shop. The shop was still there, none the worse for my absence. It was a vendor suffering from a potentially fatal disease — verb confusion.

Grammar? Disease? How can verb confusion possibly be considered fatal? Come a bit closer and I’ll tell you!

Verb confusion becomes fatal, especially for a business, when the owners or the managers recognize service as a noun only, failing to understand that service is only relevant when it exists as intended — as a verb, an action verb!

From the moment we switched to this vendor, an industrial laundry, it became apparent that while they could use the word service in a sentence to describe what needed to occur, they could not execute. They could not apply it as a verb in reality!

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