There are those that study markets. There are those that sell to markets and then there are those who govern the markets. Last but not least there are those who buy from the markets. Each has its own language but one has arisen to become the most powerful language of them all.
The academics study markets and publish their findings about everything that impacts the behavior of a market. Academics study competitor trends, regulatory issues, strategic developments, innovation, leadership, buyer influences, technological developments, political dynamics, geographic and demographic shifts, along with economic conditions and each dissection of a market’s behavior spawns another study. Every new study brings with it a new language published in papers and books to describe the findings. The language of academia is theorizing and it is used to teach people about markets.
Businesses sell to markets and they build their businesses based on what the leaders learned in school from the academics who studied the markets. The practices of successful businesses get copied by other businesses and one business competes against another based on “best practices”. These best practices are determined by what is known as KPI’s or key performance indicators which become benchmarks so one company or industry can compare themselves to another. The goal is to optimize operating processes at the lowest cost while optimizing revenue and profit per customer from each market served. The business with the most profit and greatest market share brings the highest share price at the end of the day and wins in the eyes of the shareholders. The language of the seller is optimizing and it is used to create economic returns for shareholders.
Markets need governance so that there is a balance between the risk and rewards of the markets behavior, of production and consumption, between the environment and man-made waste, between human risk at the pursuit of corporate profit and the ongoing struggle to balance natural resources and human values against institutional advancements for economic gains. Subsequently those who are appointed to govern feel the need to pass ongoing uncoordinated overlapping laws in languages no one understands except lawyers hired to enforce and create the laws. The laws are created based on academic and non-academic studies to support a politician’s theory about risk and rewards. And the language is called governing and it is used to protect the people, so it says somewhere, from the risk of the markets behavior.
And The Buyers Language Has a Different Purpose
The academics study a market’s behavior and theorize all the dynamics that influence the behavior. They do so to help businesses learn how to optimize economic returns for shareholders. Politicians get into office with the economic support from business and industry. They are then influenced by lobbyist to pass laws to protect the interest of those businesses and industries that helped them get into office. While politicians use the language that says they are governing to protect the interest of the people we all know they are they use the language of governing for self-interest.
So academia, businesses and politicians have unique languages but with a thread of a common purpose…to help each other, with exception of the politician, gain more power and influence. What is the purpose of the buyer’s language?
Buyers use a language that communicates a social purpose for common good. Social purposes are about creating and sharing common value that comes from a shared purpose. Without a share purpose we can’t collaborate effectively towards common social purposes. The social purpose of buyers shows up in human everyday language that doesn’t need much theorizing, optimizing or governing.
The buyer’s language has become the most powerful social language of all the markets. Now the other market’s are trying to understand and even mimic the buyers language.