They say your environment doesn’t define you, but you and I know that’s more of a consolation to ease the mind from certain inadequacies we face. Depending on where each person grows up, we’re often taught the basics of how the world functions from a very young age
When there’s a problem to be solved, there’s a certain wisdom, tone, and choice of words to approach it. As a business owner, you’re consciously or unconsciously taught how to speak to different types of customers. While you can afford to treat some customers in a normal way, others require you to go the extra mile. And guess what? You’ll do it — just like I’m doing now. After all, man must chop!
Before you even reach the bridge of doing what adults do for survival, society has already taught you how to read to survive the rigors and hurdles of the educational system. To add pepper to the wound, there’s that cruel machinery called examinations, created by “well-meaning” individuals like Henry Fischel.
There are also the values to uphold as members of society, the unwritten rules of survival, and many other lessons.
The list, as you can already tell, is endless.
Sadly, apart from simultaneous equations and evaporation, almost everything else we truly know was self-taught; either by necessity or curiosity. In this part of the world, as in many others, harnessing human psychology for excellence and distinction is rarely taught in the formative years of a child. It’s little wonder that you’re hardly ever taught how to speak another person’s language to understand them better or impact their lives in one way or another.
Sure, you probably had to take a foreign language at some point in your formative years under the guise of “Economic and Career Advantages,” “Cognitive Development Benefits,” “Cultural and Global Awareness,” “Strategic International Relations,” or “Future Preparedness.”
But let’s be real, what was your actual motivation for taking that language class? Did you really care about the other culture? Or were you just trying to move to the next class without failing?
Most times, we don’t discover one of the most basic principles of human psychology, speaking a person’s language, until we’re old enough to work, love, or both. Romantically or linguistically (and sometimes both), speaking someone’s language is one of the fastest ways to get them to do what you want.
This unspoken law applies just as much in business. Has it ever happened to you that an Aboki sold you extra suya just because you spoke his language? Exactly! That’s what I’m talking about!
The big question is: Are you speaking the right language to guarantee closed deals and higher ROI?
Recent studies highlight the growing challenges of communication in international business.
Language barriers, cultural differences, and miscommunication are identified as major factors contributing to failed business deals and project failures (Sefthian & Rizka, 2025; Arora, 2023). Organizations must prioritize communication management and stakeholder engagement to mitigate risks and enhance success in the global business environment.
Perhaps contrary to what we’ve been taught, we’re missing out on more opportunities than we realize by focusing solely on self-development; an attitude that has affected not just individuals but businesses, too.
Many marketing and sales books emphasize the need to be relatable to your audience. And really, how could you possibly be more relatable to your customers than by speaking their language?
So, whether you’re team half bread (“it’s good enough, it should do”) or team puff puff (“I think this is overhyped and unnecessary”), the real question is this: In today’s ever-evolving world, where organizations like yours are capitalizing on every advantage to capture the battlefield, are you going to keep speaking your own language, the language of self-preservation, or will you speak your customer’s language, your audience’s language, your business partner’s languages; the languages of interest, intentionality, and customer care?
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