Language Elevates Perceived Value

A discussion about how using descriptive words like "beautiful" or "wonderful" in business contexts can make simple ideas sound more compelling and valuable.

Key Insight on Using Elevated Language

• When presenting basic ideas, adding descriptors like "beautiful" or "wonderful" can make them seem more significant
• Example: Jony Ive (Apple's designer) would present simple ideas by saying things like "a beautiful closet" or "beautifully designed"
• The strategy works by elevating ordinary concepts into something that sounds more meaningful

Why It Works

• Takes a basic concept from "whatever idea" to "that's a great idea" just by adding descriptive language
• Creates perceived value through presentation style
• Works especially well in business/pitch contexts
• Similar to how Andrew Wilkinson describes buying "wonderful companies" or "beautiful businesses"

Real World Applications

• Can be used when:
  • Presenting product features
  • Describing business plans
  • Pitching ideas
  • Making recommendations
• Example: Instead of just suggesting "add a pamphlet", say "add a beautiful, well-done pamphlet"

Key Takeaway

• Not totally BS - there is substance to this approach
• The execution still matters - you need to deliver on the promise
• Works best when:
  • The core idea is solid
  • The elevated language matches the actual quality
  • Used strategically rather than overused