Len Hulsbos – Cradle of Design
What a verbalizer is? Well, I guess in the strictest sense, a verbalizer is someone who is able to take an idea and push the boundaries of the linguistic possibilities with it, while keeping it understandable to those who were listening to him or her.
But besides that, I feel that given the context here, we’re talking about those who are capable of identifying the core in a certain issue or matter and have the ability to convey the message that he or she thinks is the core of the issue at hand.
Where can verbalizers add value?
I think -or feel more so, that the meaning of value in our current time is changing. Value is a reasonably subjective term in general, just as quality would be, I mean, try and identify quality.
The value a verbalizer might wish to add to a process is to (within the limited possibility of linguistics), find and identify the core of something in order to make this the center-point of the message that is to be conveyed. This of course can be perceived from a variety of viewpoints. In terms of problem solving, but also in the development of new concepts. In whatever field that might be.
I think the biggest value a verbalizer could add is to guide the conversation back to being and remaining constructive. We find a lot of limiting use of language in our meetings, in our social settings. A more conscious use of language, and the constructive part thereof, could be used to avoid a lot of limitations we, as a societal whole, have put upon ourselves. By using language to enable and support creative processes we can open up a whole new plain of possibilities.
In what way is language part of your work / creative process?
In my life, language is the single most important thing. Although my company focuses on graphic design, language in briefings and concept development is the single most important factor when it comes to being ‘valuable’ for your clients.
Next to that; I love writing, prose, and opinion pieces and (besides Cradle of Design) I do freelance concept development and business strategy. In both cases, language is the tool I have to work with.
Put The New Verbalizers in the context of our time.
When we look at today’s world, the amount of importance that is given to information has never been as big and ever increasing as now. At the same time, the quantity of this cloud of information is growing rapidly. Using language as a tool (as a part of the whole, as ‘visual communication’ is often ‘faster’) it needs to be able to convey the message fast, sufficient and has to trigger one’s desire to want to know more.
When language does this it’s great, and also, the use of language can make or break the attention span of your audience. Therefore, using language correctly is one of the more important factors of brand-strategy. Especially when looking at the grand scheme of things.