The power of words and their associations influences us in our everyday lives. When your partner is tender, is it because of a session at the gym or the fact they’re looking to get married? When something is cold, is this good news because it’s the temperature below which viruses don’t grow or does cold describe your work colleague who is aloof and unapproachable? And if someone tells you about the cloud that’s coming, do you either rush for an umbrella or jump for joy because you don’t need to buy another server? Yes words are really powerful.
The hard drives within our brain translate the meaning of words according to their context and past experience. As one wise person once told me, sometimes your biggest strength is your biggest weakness. In this case, the biggest strength of our brains is that we’ll always find a meaning for a word or phrase and store that away. Its biggest weakness is that it’s hard to dislodge that meaning and change it… even when blatantly wrong in a different context.
We’re also receptive to words that go together, like bread and butter, horse and carriage, salt and pepper… and Research and Development. This last pairing usually conjures up an image of a white coat, pipette or test tube. But add the unlikely yin of tax credits to the yang of R&D and we get a confusing combination indeed, something akin to curried ice cream or chilli-flavoured chocolate. Our brains don’t accept them so readily. In the case of R&D tax credits, the swinging pendulum of white coat to pinstripe suit, perhaps quite naturally, confuses many companies. The golden opportunity though lies in this ‘hybrid’ of the two, which combines a comprehensive understanding of the legislation with a deep and meaningful technical knowledge relevant to the business. Technology and taxation in perfect balance, truly giving you the science behind the numbers.
Our final gem from the world of words involves the use of rhyming. It is proven fact that we remember things much better if they’re in a rhyme. OJ's lawyer was accredited with getting him cleared of a murder charge using the famous phrase: "If the gloves don't fit… you must acquit".
So the next time you’re pondering how technology and taxation can go quite so well together and recover you maximum cash, think: Do you need grey suits or grey matter… Jumpstart's the latter.
Posted on Thursday, 23rd February, 2012