Why Terminology Matters More Than Most People Realize

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"Why do capable people get overlooked?"

When Warren Buffett observed that "bad terminology is the enemy of good thinking," he was making a point that extends far beyond business language. The words we use influence how we understand problems, communicate ideas, and recognize opportunities.

That observation became one of the inspirations behind Terminology Is More Than Words.

Over the years, I worked with hundreds of professionals on LinkedIn profiles, resumes, networking strategies, and career transitions. Again and again, I noticed that people often possessed the right skills for a position but struggled to recognize the connection because the language used to describe those skills was different.

The challenge was rarely a lack of ability. More often, it was a matter of terminology.

When Job Titles Stop Being Helpful

Many organizations create job titles, acronyms, and internal terminology that make perfect sense inside the company but are unfamiliar to outsiders. In some cases, these labels describe work that has existed for decades under different names. In other cases, they are created to support a particular organizational structure, initiative, or branding effort.

As a result, professionals searching for their next opportunity can find themselves overlooking positions that are actually a strong match for their experience.

A project manager may not recognize a role because the title has changed.

A trainer may not realize that a learning and development position requires many of the same skills.

An operations specialist may discover that another industry uses entirely different terminology to describe nearly identical work.

The skills remain the same. The labels change.

Acronyms Can Hide Opportunities

Industry-specific acronyms often create another barrier.

Everyone inside the industry understands them. Everyone outside the industry is expected to learn them.

The problem is that acronyms can make familiar work appear unfamiliar. A job posting may seem highly specialized until you discover that the underlying responsibilities closely resemble work you have already done.

Understanding industry terminology does more than improve your resume. It helps you recognize opportunities that might otherwise be overlooked.

Networking Helps Translate the Language

One of the best ways to understand unfamiliar terminology is through networking.

Job boards, search engines, recruiters, and resumes all have value, but conversations with people often provide insights that cannot be found elsewhere.

A discussion with someone inside an organization can reveal that a complicated-sounding initiative is simply a different way of describing a process you already know.

I once worked with a project manager from the aerospace industry who noticed a healthcare organization's emphasis on "patient care initiatives." At first glance, the language seemed unrelated to his background. After speaking with people involved in those initiatives, he discovered that many of the processes, goals, and project management principles were remarkably similar to those he had used for years. The primary difference was the terminology.

That conversation opened doors that a job search alone would not have revealed.

Looking Beyond the Acronyms

Company websites often provide clues about how an organization thinks.

Mission statements, strategic goals, initiatives, and committee structures reveal what the organization values and how it describes its priorities. Understanding this language helps you communicate more effectively and identify where your experience aligns with the organization's needs.

In many cases, the people most passionate about those initiatives are willing to discuss them. Those conversations can provide valuable insights while also helping you build meaningful professional connections.

More Than a Career Book

At first glance, a book about terminology, jargon, and acronyms may seem different from my books on communication, networking, personal reinvention, and life stories.

Yet the connection is stronger than it appears.

The words we use influence how we see ourselves, how we explain our experiences, how we communicate with others, and how we identify opportunities for growth.

Terminology is never just about words.

It shapes understanding.

It influences perception.

And sometimes, it determines whether we recognize an opportunity when it appears right in front of us.

These four books reinforce the article's central message that language influences connection, visibility, and opportunity.

Terminology Is More Than Words: How the Language You Use Shapes How You're Seen and Understood

The Power Behind the Words We Choose →

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A reflection on intention, communication, and the meaning behind terminology

Before we ever choose a title, define a role, or explain an idea, we choose a word. And that word shapes everything that follows.

Terminology is More Than Words, and it isn’t just a book about language; it’s a guide to understanding how the words we use influence how we’re understood, remembered, and connected to others. Whether in professional settings or personal conversations, the terminology we choose reveals our priorities and frames how others respond to us.

But this isn’t just about communication strategy—it’s about intention.

From the opening section of the book:

“The words we choose do more than convey meaning—they shape how we’re understood, remembered, and connected to others.”

“This book isn’t just about language. It’s about intention. It’s about the small choices we make in how we communicate—choices that ripple into our relationships, careers, and sense of identity.” Even in nonfiction—where facts and clarity are prized—no two people read the same sentence the same way. Every interpretation is shaped by a reader’s experience, mood, emotion, and perspective.

That isn’t a failure of communication—it’s the human side of it.

It’s what allows words to move us, challenge us, or connect us in ways that go beyond logic. And that’s the heart of what this book is about: choosing our words not just to inform, but to connect.

In our careers, the right term can open a door or establish credibility. In our relationships, it can build trust—or unknowingly cause distance. In networking, professional branding, and personal growth, the ability to speak with clarity and purpose is a skill that shapes outcomes more than most realize.

You don’t have to agree with every example or phrase in the book. But if it helps you pause—just for a moment—and think more intentionally about how you communicate with others and with yourself, then its purpose has been fulfilled.

Explore the book:
📘 Terminology Is More Than Words: How Terminology Shapes Our Network, Career, and More
By Brent M. Jones

Writing My Book About LinkedIn Influenced My Book on Terminology

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Terminology is more than just words

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When I wrote the book “Terminology is More than Just Words”, I was influenced by my experiences working one-on-one with individuals looking for help finding a job and making a career change. I worked with over 1000 individuals to help them bring their LinkedIn profiles together in the best way to show who they were and what they had accomplished in their careers. This also led to working with them to learn how to use the profile to create a resume that would best match a job posting they were interested in.

This often meant reviewing the posting for keywords that defined what was wanted. For example, if a job posting for a marketing manager role emphasizes 'digital marketing' and 'SEO ', these are the keywords the candidate should focus on. Ensuring that the resume uses the right words for the posting is crucial, as it increases the chances of the resume being noticed by the recruiter.

When a candidate worked at the same company for several years, the titles used for their job often needed to be updated, especially in their overall industry segment. Even the duties and responsibilities required for a specific job frequently use different terminology to define the areas of duties and responsibilities…

The power of clear thinking cannot be overstated. It's not just about using the right words-it's about shaping your thought process. When you can think logically and organize your ideas, you're not just communicating effectively-you're demonstrating your ability to break down complex concepts, identify cause-and-effect relationships, and make informed decisions. This is the kind of thinking that can transform your career.

About the Book, Terminolgy Is More Than Words

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About the book, Terminology is more than just words

From the Author

The art of communication revolves around a simple yet profound truth: words matter. When you choose the right word at the right time, it can transform the outcome of your message. This principle holds for those addressing a group, engaging in one-on-one conversations, or transcribing their thoughts for others to read.

Overview

But what is it about the right word that makes it pivotal in these diverse communication scenarios? Communication is an intrinsic part of our daily lives, a means through which we convey our feelings, thoughts, intentions, and actions. Choosing the right word is like painting a vivid picture for your readers or listeners. It enables them to see through your lens, grasp the essence of what you're sharing, and understand why your message holds significance. In contrast, a different word might lack the same resonance, potentially failing to communicate your intended message effectively.

Terminology Is More Than Words, New Book

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New Book,”Terminology is More Than Words

This book will equip you with the skills and knowledge to become a master of communication. Learn the techniques to make sure your words are heard, understood, and remembered. Harness the power of words to create meaningful connections and make lasting impressions. With this book, you will transform your communication skills and take your relationships to a whole new level.

What's Included in This Book?
- Benefit: Learn how to convey your thoughts and feelings with clarity and precision
- Benefit: Master the art of communication and make an impact with powerful words
- Change your life: Transform the way you communicate and create powerful, lasting relationships

What's Inside:
- Discover the power of words and how they can shape your relationships
- Explore the finer points of communication and hone your skills
- Develop the knowledge and confidence to express yourself effectively
- Learn how to choose the right words to get your message across