In the early 2000s, IKEA sold a desk named Fartfull – a Swedish word meaning ‘speedy’. But in English-speaking countries, the name caused laughter. What was meant to convey efficiency instead distracted customers and sparked jokes.
IKEA hadn’t thought about how its message would land with a different audience.
When our message doesn’t get through, it’s easy to say, “They just didn’t get it.”
But if people didn’t understand or care, it’s on us to ask why.
Was the message clear? Did the language fit the audience? Did we use examples that meant something to them?
This is about ownership.
Timeless Presenter, my new book on the principles of communication that never expire, will be released soon.
If you’d like to be notified when it’s out, you can join the early access list here.