Is “Enable” Really the Right Word?
I often work with functional/enterprise organizations that support and “enable” the company’s strategic priorities. There seems to be a mad love for the word “enable.” You see it in job titles, objectives, and everyday conversations. In my practice, I've become highly attuned to this word, noticing when and why it's used.
“Enable” is what some loved ones (friends, family, co-workers) do for those with addictions – drugs, alcohol, gambling, or just bad behavior. When you visit a therapist, the word “enable” inevitably comes up because who doesn’t have some life experience with enablers or being an enabler?
It brings me to why we need to be choosy with the word "enable." Of course, "enable" has its place and use case. I'll give it some love by acknowledging that it's a technical term that generally means to "turn on."
I get it, “enable” is an easy and safe word. I've seen it used two to three times in a sentence when working with my technical clients. Even in those technical organizations, I believe there are stronger, more powerful, and meaningful words to use. You do more than “enable” or “turn on” functionality. You “empower,” “drive,” “lead,” “inspire,” “enhance.” You are doing the things that YOU are an expert in to DRIVE GROWTH AND REVENUE.
Instead of this:
Enable operations managers to improve inventory management and reduce material shortages by 15% by implementing Tableau at each U.S. facility.
Try this:
Empower operations managers to improve inventory management and reduce material shortages by 15% by implementing Tableau at each U.S. facility.
Why?
Doesn’t the word “empower” say something different to you? It tells me that the operations manager will own the result. Operations will be empowered to lead their plant towards improving material shortages. Yes, the technical organization will help make it happen, but if all the organization does is “enable,” it implies that they turn it on and let it go.
Empowering feels more value-added. It is stronger, more inspirational, and infers that the solution will truly focus on the needs and requirements of an operations manager. The feeling I get with “empower” tells me that the solution will be laser-focused on adding value to the operations manager. There will be more engagement and partnership with the operations team to understand what it is like to walk a mile in their shoes.
Let’s try one more…
Instead of this:
Enable a process improvement culture by introducing a company-wide mandated training program by the end of Q2.
Try this:
Inspire the organization to adopt a process improvement mentality and discipline by introducing a company-wide mandated training program by the end of Q2.
Why?
"Enable" implies that the training is the output. If I deliver that, I'm done—I've completed the objective. However, when I use the word "inspire," it adds more oomph and feeling. It implies creativity and possibly a more robust campaign highlighting why this cultural shift is important. "Inspire" is a higher-order word and calls for different behaviors and tactics to make that a reality.
I could do this all day – you give me an objective with the word “enable,” and I will help you find a more powerful and descriptive way to say write that objective.
But I will also give "enable" a break. Every once in a great while, "enable" is the right word. And when that is the case, I will own it and allow "enable" to have its moment. I would love to hear from you—send me an email, and I'll help you rewrite those objectives to be more engaging, inspiring, and powerful.
In another post, I will opine on the importance of writing down your goals, so stay tuned.