Someone on Quora asked, “How do you tell someone their name is wrong?”

A kindergarten classroom similar to what I experienced in 1961. Via Wikimedia Commons, credited to Yogurt yeah. Full attribution: https://commons.wikimedia.org/wiki/File:Kindergarten_class_early_1970s.jpg
A kindergarten classroom similar to what I experienced in 1961. Via Wikimedia Commons, credited to Yogurt yeah. Full attribution: https://commons.wikimedia.org/wiki/File:Kindergarten_class_early_1970s.jpg

That question brought up a painful long-ago memory. I responded, “Two weeks into kindergarten, I was transferred to a new school. On my arrival day, the teacher said, “I hope you spell your name S-h-e-l-d-o-n, because that’s how we spell it here.” Even at not-yet-five-years-old, I was outraged. I thought but did not say, “Who the #*^%& are you to tell ME how to spell MY name?”

I don’t think that at four years old I even knew a good cuss word to put in the string of symbols but I did know she was messed up. It was an assault on my identity, even though it was not an identity I’d chosen or even liked; in high school, I shortened my name to Shel. But in kindergarten, that was a long way in the future. 

It happened that her spelling was correct—but if it had not been, I’d have gone home and complained to my parents. A few years later, I would have politely told the teacher that her spelling wasn’t the right one, and that I did know how to spell my name. She did get the spelling right—but I tuned that teacher out to the point where it is the ONLY memory I had of her because she had established herself in my head as an ‘authority figure’ of zero importance to me. I went through the motions of kindergarten. I may have wasted a whole year of schooling because she discredited herself to me on my first day.

In today’s world, where the same root name can have a dozen wildly variant spellings, we should not only honor the names people use (whether given or chosen), but also their choice of pronouns. As the parent of a grown child who identifies as nonbinary, I can assure you that they see every intentional use of the pronouns they rejected as a similar assault on their personhood. Five years since the pronoun change, I still goof up once in a while–but they know it’s unintentional and that I’m doing my best to overcome 25 years of programming that associated them with pronouns that were biologically determined.

My kid even wrote a song about the experience of being misgendered repeatedly by a stranger–a waiter in a restaurant. Their website is Flight or Visibility.

And if you’re one of those people that pride yourself on fighting the “culture wars” to preserve heteronormative CIS-gendered lifestyles as the only choice, I’ve got a few questions for you:

  1. Why is the way some other people are wired threatening to you?
  2. Why do you need to stop other people from living the life that feels not just natural to them but their destiny?
  3. How would you feel if it was your personal lifestyle being attacked by people in the centers of power?
  4. Why do you choose actions that invalidate their personhood as mine was invalidated by that kindergarten teacher and my kid’s by that waiter? Does it make you feel superior to put other people down?
  5. If this were not natural, why have non-hetero and gender-queer people of all sorts existed throughout history, even in openly scornful or even repressive societies? Even into the late 1960s, there was basically no support for queer people of any sort, and in many parts of the world, it’s still an anathema that can lead to long prison terms. Yet people persist. They are willing to take on the burdens because they cannot deny who they are. Unlike the homophobes, they are not trying to “recruit” or “convert” others, just trying to live their lives. Why do you try to deny them?
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Peace, in many languages
Peace, in many languages

I do not use “killing it” or “crushing it” to mean “successful.” Successful does not have to be about dominance and submission, winners and losers. I believe in an abundant, win-win world where we have the power to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance—while making a nice profit. The words we choose help determine where we (individually and as a society) are going, and how we get there.

In fact, I set up a whole new website, https://goingbeyondsustainability.com, to bring this message home. Somehow, I don’t think it would have the right tone if I had called this website “killingitforsustainability.com”.

Language matters. A lot. I just told a client yesterday to remove the word “dumb” from her vocabulary; she’s building a brand around smart, sexy, socially conscious blondes, and the “dumb blonde” stereotype is the exact opposite of that.

I don’t use the term, “senior moment.” I see elders as more often wise than confused. I’m 58 and I expect to be doing good work for the rest of my life, whether that turns out to be another 50 years, or whether my time turns out to be much more limited. I avoid gender-specific language; it’s almost always possible to find a gender-inclusive way to say something. “Firefighter” rather than “fireman,” “chair” (or the more cumbersome “chairperson”) instead of “chairman.” Since “s/he” or “co” or any other quick substitute for “he or she” hasn’t become common language, I do say “he or she” or “his and her.” Even though it’s clunky, it is less clunky to my eyes and ears than switching gender every paragraph.

Yes, I know that the word “niggardly” (meaning stingy) has nothing to do entomologically with a certain slur-word directed at black people. The root is different. But because the sounds of the words are so close, I would never use it. I don’t want to reinforce any association with the n-word. I’m also careful about words like “savages” or “primitive” or “cripple.” And I even avoid “sucks,” which was introduced as a slur against gay men. So many words are so loaded up with negative baggage that it’s a whole lot easier just not to use them.

Marketers should pay attention, too. Chevrolet made a huge mistake decades ago when it tried to introduce its popular Nova line into Latin America. Nobody bothered to check what that name meant locally. Oddly enough, it turned out that the locals weren’t exactly breaking down the doors to buy a car whose name is Spanish for “it doesn’t go.”

There is one military metaphor that doesn’t bother me at all, however. I use the word “target” to describe a tightly defined market niche. I like the precision of that. And because I’m a Guerrilla Marketing co-author, I use the phrase “guerrilla marketing.” But if I had been naming the brand, I’d have chosen something less grounded in war (and maybe easier to spell).Facebooktwitterpinterestlinkedinmail