The word “value” is empty.

Or, more precisely, the word “value” is not empty, it is vague, and it should therefore be on our chopping blocks. Instead of saying “provide value,” for example, say “do something people will pay for.”

Why?

Include the phrase “provide value” in a sentence, and you will usually sound smart, but it’s because you have given the other person an empty bucket, and the other person is filling that bucket with meanings already in his or her head. It is not necessarily because you know what you are talking about. Maybe you do know what you are talking about, but maybe you don’t. All we can be sure about is that you created confusion.

Here’s a good test for imprecision:

Use the more precise meaning of the phrase in another context. If it sounds ridiculous, it is highly likely the original phrase has too many meanings. For example: In business, the phrase “provide value” usually means “do something others will pay for.” So try “Thanks, Mom, for all the love. Here’s six dollars.” Sounds ridiculous, right?

So if “provide value” is imprecise, why not just say what you really mean, which, in business, is usually “do something others will pay for”?

Language has two primary purposes: To make one’s meaning clear, and to obscure meaning so two people can appear to agree even when they don’t. Humans tend to rely way too much on the second.

And on that note, don’t get me started on the word “strategy.”😉