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Taking it a step further, Levesque says, when you ask a client or potential client about their greatest challenge, listen to their response and ask them to write it down using as many words as necessary. The words the client uses are the same words you need to use when dealing with that client, especially when offering a solution. Too often people in business use the business's language or jargon and not the customer's language, complicating and confusing the situation. That problem is faced throughout business and law enforcement as well. People try to use their own language as opposed to the language of the client or other person. People listen when you use their words and turn off when you use yours.

Nelson Mandela said it best when asked why he learned to speak the language of his captors while imprisoned in South Africa for so many years:

If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart. ⁶