Get a grip: SO & SUCH

Jan 19, 2023

You could do worse than avoiding ‘such’, ‘so’ and similar seemingly superlative yet cruelly non-specific modifiers, as in, “that was such an amazing experience” or “I am so grateful to you”. The world is awash in such words, and they muddy the waters so.

That’s right.

These throwaway intensifiers allow you to express a not-entirely-felt-through, hence unearned, emotion. What else is an example of unearned emotion? Sentimentality.

Kudos, cuz—you’ve just stumbled into a close relationship with the distant relatives of third-rate greeting card material.

Qualifying an experience or a behavior as ‘so’ or ‘such’ allows you to say nothing much about it and move on. You never feel the true degree of the emotion, and so you don’t convey it. You tick a box within yourself or in a virtual manual for a given genre, but never stamp a heart or brand a brain.

Better to be specific. Instead of “that was such an amazing experience”, channel Pretty Woman and say “I almost peed my pants!” That’s right — stream the truth from on high!

What could be more honest than that? Only the naked truth. Given most people’s highly restricted access to apposite vocabulary during moments of genuine amazement, you can’t hew much closer to veritas than to say “I’m speechless.”

As for “I am so grateful to you”, do try to be inclusive and make us all thankful by saying something like “I will never forget this”. Go with “I won’t soon forget this” if you’re a hedge-your-bets kind of guy/gal who suffers from mild affectation, with a side of Anglophilia. And if you’re not, just blurt out “I owe you my firstborn!” and revel in the feelings of release and relief that surely ensue.

Contrarian Agrarian: For those fellas and fillies who aren’t afraid of feelings, here’s what you do. Spin the dial all the way to the non-specific side of the scale and ask a rhetorical question. Instead of “that was such an amazing experience” try “what a rare/beautiful/etc. [you get the idea] thing to be a part of…” Or ask a rhetorical question that can actually take being answered without developing an identity crisis. Instead of “I am so grateful to you”, ask “Do you know just how much this means to me? Thank you!”

The effect will be the same: real, non-clichéd communication that comes across as heartfelt, and even original. I believe they call that ‘authenticity’.

More Art Reports

Can’t buy it, need to earn it: LOVE

‘I love x’ is nothing but a verbal form of 'great' and is therefore suspect. What do we mean? Allow us to explain by way of a paean to this great country we inhabit, which engenders true love in the hearts of many, rabid curiosity in the minds of most, and...

Argot F*** Yourself: DIAL IN, LEVEL UP

Every minute of every hour, armies of podcasters, gym bros, productivity hackers, body-image coaches, experts, "experts", and sundry others exhort us to push ourselves ever higher in the pursuit of balance, clarity, time savings, a personal athletic record, or x...

No soup for you: B-PLAYER

A friend recently had this phrase directed at him at the tail end of an interview with a company’s CEO: “Well, we're impressed by the breadth of your experience and the fact that you’re deeply familiar with the subject matter and are a published authority on it. I...

The 800-lb gorilla in the room, dressed as a pink elephant: CONTENT

Why is everyone using a word that hardly means anything anymore to signify an increasing number of things? Brace yourselves. This may get contentious. Hearing ‘content’ in the sense of ‘text, audio, images, video or a mix of the above’ takes me to a state that’s very...

Keep it together: UNPACK

Time was, difficult material, complex topics, or just plain stubborn disciplines needed to be reviewed, analyzed, explained, interpreted—in other words, figured out. Sooner or later, you’d get the gist of it, giving you the full right to say, like the cool kids of...

Don’t stop believin’ (do stop misusing): JOURNEY

Early on in a May 2022 FT Live presentation that would ultimately cost him his job, Stuart Kirk, then Global Head of Responsible Investing at HSBC Asset Management, offered: “I am probably the only head of Responsible Investing worldwide, at a major bank, who has...

Queer as funk: WEIRD

So far, we haven’t taken the originalist approach much. And yet, few will contest that it does pay to consult the old fat book of words once in a while. The dictionary definitions for ‘weird’ are “suggesting something supernatural; uncanny; eerie”. That’s fine and...

More Art Reports

No soup for you: B-PLAYER

No soup for you: B-PLAYER

A friend recently had this phrase directed at him at the tail end of an interview with a company’s CEO:...