The power of words: Killing «killers»
Several readers — including Thrive CEO Arianna Huffington and Wharton School professor Rachel Pacheco — told us they hate our phrase «killers with humility.» We use it to describe ideal Axios employees: They have killer talent, but put the cause above their own ambition.
Why it matters: Well, we have the humility to listen … and we think they’re right!
The gripe with «killers with humility» is instructive about the debate on modern business culture and word choices.
- «Research shows that our word choice used in describing ideal employee characteristics and traits, unsurprisingly, has a significant impact on who applies and who joins organizations,» Dr. Pacheco wrote to me. Her main concern: «Killers» is too masculine and could scare off possible candidates.
How I think about this: At first, my snap instinct was to be defensive or dismissive. Our staff knows we have a terrific culture and that we say «killers» with a bit of a wink. We are 60% women and pride ourselves on diversity, equity and inclusion.
Reality check: The critics are right. People we’re hiring know nothing of our culture. So if a phrase screams «beware» to anyone, then it would be dumb to keep using it. So we’re scrapping it.
How this pertains to everyday life: There’s a huge cultural fight over word choices. Some of the points are wise, some silly.
- A simple rule we try to live by: If something is offensive to a group of people, you can find a better way to say it.
What to watch: We’re inviting readers of Axios Finish Line to help us come up with a sharp replacement for «killers with humility.» Sign up and stay tuned for the result!
-Help!
We need a tight, memorable phrase to replace «killers with humility» — may it rest in peace.
The constraints: Think something like «high-achievers with humility.» Keep it short (three words tops), and please make sure it captures two equally important attributes:
- Exceptional talent: people determined to be the very best at what they do.
- Unmistakable humility:people who care more about others — or the task or company — than their personal ambition.
Send candidates to [email protected]. Winner gets Axios gear!
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