Page 5 - NBIZ October 2023

of the word. The word specialist is considered to come business world, coaching has its specialists related
from the French word “spe´cialiste” with association to diverse topics such as culture, strategic planning,
to the medical field. At that time, it was defined as a marketing, organizational leadership, sales, self-
person devoted to a particular branch of a profession, leadership, and strategic planning.
science, or art. Later, the definition expanded to define Some coaches employ tools for self-assessment
an individual with a deep knowledge along with abilities and self-reflection. There are numerous published
in a particular field. psychometric assessments. Also, a simple self-created
Returning to the difference between these two words tool is a positive affirmation statement that uses words
is important. For example, respective to the medical to describe the future of what the individual wants.
field, a podiatrist is a specialist regarding feet while Positive affirmations help to rewire the brain with a
a general practitioner (M.D.) is an expert in a broad focus to describe the future in positive and emotionally
words, a specialist is always an expert, but an expert is Remember as a child the expression “Sticks and stones
Words
strong words. These statements of affirmation are
range of medical knowledge, but not to the specificity
always stated in the present tense.
of a podiatrist or any other medical specialist. In other
Words do matter to how we think about ourselves.
not always a specialist.
In relation to the word guru, some experts and
may break my bones, but words will never hurt me.”
Unfortunately, people know that not to be true.
specialists are also considered gurus. They teach and
are worthy of honor. However, we know that sometimes
To further understand how words matter beyond
we are fooled by folks we perceive as gurus, experts,
which simply stated, is the study of how language is
and/or specialists. their definition requires knowing neurolinguistics,
The reason words matter especially in business is represented in the brain. Our brains store the words
because the words we think, speak, and write create we speak, think, read, and write as well as all of our
expectations in those who are listening and reading our knowledge and experiences.
words. For example, in real estate, the brokerage I work
under as a licensed real estate agent and REALTOR®,
Dirt Road Real Estate, LLC is a specialist in rural land.
The depth of knowledge by the real estate agents at this
brokerage exceeds those who are familiar with city and
suburban residential properties.
In rural real estate, there is everything from
easements, wells, flood plains, perk tests for septic
tanks, various types of septic construction plans, utility
resources, mineral rights, property access, and the list
goes on and on. Additionally, each state has different
laws, and each county has different ordinances. Arizona
is one of the few states with a law allowing for open
range cattle. The state has a legal definition of fencing
for those not wanting roaming cattle on their properties.
Being a specialist does limit one’s practice.
Personally, I would never consider selling real estate
outside of northwest Arizona. This is when I make THE REASON WORDS
referrals to other real estate agents, for which I have
established relationships. MATTER ESPECIALLY IN
In business, whether it is a mega-corporation or
small business, there are two other words associated BUSINESS IS BECAUSE
with guru, expert, and specialist. These words are
consultant and coach. the words we think,
Per the Oxford Online Dictionary, a consultant
is defined as “a person who provides expert advice speak, and write create
professionally.” The Cambridge Online Dictionary
expands the definition of consultant being “someone expectations in those
who is paid to give expert advice or training on a
particular subject.” who are listening and
A coach is someone whose role is to improve
performance. The phrase “to unlock a person’s
potential” is often associated with coaching. In the reading our words.

NBIZ ■ October 2023 5