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L’associat emprèn

El asociado emprende

AIQS enterpreneurs


“un cacho” in Spanish.

Once I was listening to the Spanish radio and when the

introducer asked the caller the question:

-What are you doing?

the answer was:

- I am eating a “chunk


” of orange.

Suddenly, that orange for me was dripping with juice,

badly cut, seeping disgustingly through his dirty hands,

and not very appetizing. If he had said instead, “a

piece, a slice” the orange in my mind would have been

totally different and I would have been more interested

in the words of the radio caller who was discredited for

just one wrongly used word. Don’t misunderstand me.

The word “chunk” in English or “cacho” in Spanish

may be perfectly accepted by both languages, but they

depict two very different speakers.

Words shape minds and not the other way round. This

is an eternally repeated sentence by linguists. You,

me, we, may have a bright idea but if we are not able to

communicate it, we are lost and the idea will be equally


Everybody should be aware of the power of words, for

the two obvious reasons, to avoid harming others - the

wound of words is something unbeatable-, and to reach

your aims when you want to communicate -attract,

convince, sell, impose yourself...

But, one public sector who should be especially aware

of words is politics and politicians. Words are all they

have, words wrapped in promises, packed in insults,

words like hooks to fish the citizens attention and to

make them choose this or that leader or party. This is

why paying attention to the words of our politicians is

so important when you don’t know who to vote.

Some studies say that tall leaders have an advantage

over short ones, others talk about the colors of their

ties and suits chosen when they appear in public, and

some others evaluate the energy they have when the

travel the country during their political campaigns. But

I say, pay attention to their words, close your eyes and

see how they speak more than what they speak- notice

the linguistic contradiction.

“YES, WE CAN” were excellent words for a campaign,

in fact, any campaign, it means “all of us together

will reach our objective”, positive and powerful

putting emphasis on togetherness. Unfortunately,

many of our politicians cannot afford such powerful

words, most of them simply lack of meaningful words

and keep beating about the bush. “TICK TOCK”, is

another successful option, more aggressive in my

opinion, meaning “it’s high time for you to go”,

or the unforgettable “Go away Mr González”, fully

personalized and with no other poor aim but taking

over his rival’s position.

But deep down, I believe everybody understands the

weight of words, and that even though some of our

present rulers pretend to be deaf, they also fear the

power of words, otherwise no one could understand

how a legal judge can be suspended from his legal

position just for writing well chosen “words”.