Here's a riddle: What is a manager's most basic tool, there at the tip of the fingers, and yet one of the greatest things he or she can ever use?

The answer is simple—the word. The ordinary, everyday word can turn you into a dynamic, inspiring and effective manager and leader. Within the pharmaceutical industry, I know of no other skill that is so sought after and more valued than public speaking. Those executives who can capture and compel an audience see their careers soar. In my many years of coaching pharmaceutical executives, I have focused on three main areas: visual (body language), vocal, (power and variety in their voices) and verbal (words, phrases, images).

Managers have the knowledge and opportunity to be a powerful influence in the workplace, but knowledge is useless unless you can communicate it to others. The way you communicate is just as important as what you know. And power language is the tool to help you communicate powerfully and persuasively.

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Social scientists at Duke University have done a study that pinpoints specific patterns that identify powerless speech. Powerless speakers use hedges such as "it seems like," and "you know...". Their language is filled with modifiers like "kind of," and "sort of."

The 12 most persuasive words in the English language

We all do this, all the time. We modify a powerful statement and weaken its value. We say, "I think" or I'll try" or "I hope." If we say, "Perhaps I'll try to give up smoking," it is clear that a difficult task lies ahead. If you feel strongly about something, use strong words. If you sound as if you have doubts about what you have to say, then your staff won't be far behind.

The way to create powerful speech is to use the active voice. The active voice relies on verbs. "Our sales increase yearly" is a more powerful statement than "it has been shown that sales are increasing every year." Eliminate verbs that end in "ing." "How to Run a Meeting" is stronger than "Running a Meeting."

The active voice has a clear subject. As a manager, you take responsibility. "I saw" puts the subject (you) into the action. "It has been seen that" is passive and impersonal, and removes the immediate impact of the statement to follow.

You don't have to have a limitless vocabulary to be a powerful manager. You don't have to use big words to make a big impression on your staff. The fact is that the most vivid language is simple and direct. It's important to use language that you feel comfortable with, and to use it in a colorful, creative way.

If you do use complicated language, make sure that you use the word you want. Would you buy a used car from a man who said, "The mileage you'll get from this baby is inconsequential. I mean incontrovertible. I mean inconceivable. Well, you'll get good mileage." He was trying to impress, and all he did was make you doubt his sincerity.