Why some people sound smarter than they are

I have always been fascinated by people who can make a completely ordinary point sound like an intellectual breakthrough. You meet them in meeting rooms and classrooms, choosing every word with such seriousness and delivering it with such conviction that it becomes genuinely captivating. Then you listen closely to what the words actually mean and realise the grand insight is often the most basic idea imaginable. I find that both impressive and highly entertaining.

Whether you find it funny or impressive, there is a lesson for everyone to learn. Words create reality. The language around an idea determines the reality other people respond to, which makes knowing how to use language a powerful influence skill.

As the Bible already taught us...

When was the last time I quoted the Bible? I know, but please bear with me.

For those of you who didn’t know, I actually did my undergraduate studies in Arabic and religious studies. One of the eye-opening moments I remember from that time was a discussion about the importance of the Word and the idea that language creates.

The Gospel of John begins with one of the strongest opening lines ever written: “In the beginning was the Word.” A few lines later, John connects the Word with creation, writing that all things were made through it. John 1:1-3

This goes far beyond a beautiful opening sentence. It presents the Word as something active. The Word brings something into existence.

The idea also appears outside theology. Another useful example comes from the philosopher J. L. Austin, who explored what he called performative language. When you say “I promise,” the words themselves create a commitment. When you say “I resign,” your position changes because you have spoken the sentence.

Business depends on language in much the same way. A leader names a priority and changes where the team directs its attention. A founder defines what the company does and gives other people a way to understand its value. The words create the frame through which people respond.

Your words set the frame

The LinkedIn “Open to Work” banner is a good example. I have said this many times before: people want to work with the best, and the best rarely looks available. Fair or unfair, visible demand signals value.

The banner may help recruiters find you, but it also makes your availability the first thing they learn about you. “I need a job” creates one impression. “I am exploring leadership roles where I can use my experience in X to achieve Y” puts the focus on your value and direction.

The person behind both descriptions may have exactly the same experience. The language changes how others perceive their position. Even when you use the banner, the rest of your profile should lead with what you bring rather than what you need.

This framing also happens in smaller sentences. “I was just wondering if maybe we could arrange a call” makes the request sound like an inconvenience. “Are you available for a call this week?” asks the same question directly and respectfully.

This is where awareness becomes important. Words such as “just,” “maybe” and “if possible” can be useful when the situation calls for them. When they appear automatically, they weaken a point before it has even arrived. Sharpening your language means recognising those habits and choosing every word deliberately.

Clarity makes expertise visible

Confidence gets attention. Clarity allows people to understand what deserves their attention.

Scientists, engineers and technical experts often struggle here. They know their subject so deeply that they lose sight of what an outside audience can realistically follow.

Compare “Our multimodal inference architecture improves predictive maintenance” with “Our system spots signs of equipment failure before the machine stops.” The first sentence may be technically accurate. The second allows a non-specialist to understand what the technology actually does.

Being able to translate complexity into clarity is a serious communication skill. It shows command of the subject because the speaker understands it well enough to explain its value in ordinary language.

Clarity also means recognising how familiar phrases sound to an audience. “I’m honoured to announce” may express genuine gratitude, but it appears so frequently on LinkedIn that much of its emotional force has disappeared. The writer feels the significance of the moment, while the reader sees another familiar corporate announcement.

Your intention is only one part of the message. The impression created in somebody else’s mind is what determines how the message lands.

A second pair of ears can help

At this point, the solution may sound simple: choose better words. In practice, your own language is often the hardest to hear because you already know what you mean.

Founders and executives carry years of context in their heads. They know the experience sitting behind a phrase such as “we help with LinkedIn.” Because the full value feels obvious to them, they may struggle to hear how small or vague those words sound to somebody encountering the business for the first time.

A skilled ghostwriter provides that second pair of ears. They hear the distance between what someone intends to communicate and what the words currently suggest. They can translate complex expertise into clear language while also understanding which expressions resonate with an audience and which have lost their force.

That work requires judgement. One word can make a founder sound credible or inflated. One sentence can make an executive appear decisive or defensive. When reputation is involved, language deserves the same care as any other area of professional expertise.

The person delivering a basic point with enormous seriousness may still make me smile. They have nevertheless understood something important: the words surrounding an idea influence the reality other people see.

That is a powerful skill. Use it deliberately.

By Svenja Maltzahn