Business english writing - Masterclass International School 2020

People strategies

Pre-reading activity

Before reading the article below, answer the following question:

What is strategy?

According to the Oxford English Dictionary the word strategy refers to a plan of action designed to achieve a long-term or overall aim.

In business we talk about strategic management. Wikipedia defines it as the major initiatives taken by a company's top management on behalf of owners, involving resources and performance in external environments. It entails specifying the organisation's mission, vision and objectives, developing policies and plans, often in terms of projects and programs, which are designed to achieve these objectives, and then allocating resources to implement the policies and plans, projects and programs.

What is the company’s mission?

What is the vision?

Now you should have a more precise idea of what strategy is and what is for, so after having a look at the glossary below, move on to the reading activity:

GLOSSARY

Reading activity

Norm Brodsky's 5 Most Controversial Business Ideas

Veteran entrepreneur Norm Brodsky has made many mistakes—but he has a knack for learning from setbacks and using the knowledge gained through adversity to improve his business. Here are 5 controversial and easy-to-argue business ideas that he has come to believe in, through trial and error. You may disagree with Brodsky. That’s fine with him. He is confident you will one day change your mind.

Competition is Great

When rival start-ups began to pour into the records-storage business, Brodsky was thrilled. “In a young industry like ours, you have to spend an inordinate amount of time and money just explaining what you do and why prospective customers should pay you to do it,” he explains. The more competitors you have, the easier that task becomes.” Competition makes comparison-shopping possible, which simplifies your sales pitch. All you have to do is explain to a sales lead why you’re better than the next guy.

Employee Referrals Cause Trouble

After a series of troubles tied to employees who had recommended their friends and family for jobs, Brodsky banned the practice of hiring relatives and associates. He even fired a woman who had sought an exemption for her friend and, when it was not granted, hired her anyway hoping that their relationship would not be discovered. “Understand, the rule was not a matter of convenience,” Brodsky says. “On the contrary, it was easier and cheaper to rely on staff recommendations... But I couldn't accept the number of good employees we were losing by hiring friends and relatives who didn't work out.”

Sales Commissions Don’t Work

“Commissions are the norm in most industries, and commissions are the only way to motivate some salespeople,” Brodsky concedes. “But those aren't the people I want in my company, and you should think twice about having them in yours.” Most salespeople want to be part of a successful team, Brodsky explains. But when you pay them by commission, you treat them differently than every other employee—and give them the means to maximize their pay even if it comes at the expense of other departments such as operations and billing. Instead of base plus commission, Brodsky recommends you pay a salary plus a three-part bonus tied to the success of the individual, the team, and the company.

Drug Testing is a Good Idea

Warehouse accidents, petty theft, and absenteeism were on the rise at Brodsky’s company, and he had heard rumors that employees were smoking pot on the premises. So he reluctantly implemented drug testing—and the results were stunning. More than half of all current employees tested positive, and more than 75 percent of potential new hires tested positive. One executive secretary candidate reluctantly declined a job offer, only to reveal that she routinely smoked crack on her lunch break. After instituting random screening, the accident rate declined, as did the incidence of petty theft. Morale improved among the other workers. Another bonus: "Our drug-testing program made us more attractive to insurers, allowing us to move our policies to a better provider,” Brodsky says.

Marketing is a Waste of Money

“Much of what passes for marketing these days is a waste of time and money that has nothing to do with building a good solid business,” Brodsky says. A slick brochure or presentation lacks soul in Brodsky’s view, and indicates to your customers that you are just like everyone else. Brodsky would rather have homemade marketing materials (see above) that reinforce that his business is like a family, and will treat you well. Your marketing collateral should “reflect who we are, not some marketer's idea of who we should be,” he says.

The Less You’re Around, the Better for the Business

Brodsky decided years ago that he wanted to take as much as 16 weeks of vacation a year. That meant that he had to train his employees to be autonomous and to not rely on him to get things done. So he started to prepare his company. His managers took on new responsibilities; customers got used to less face time with the owner; and outside investors saw Brodsky’s ability to step back from the business as a plus. Best of all, the entrepreneur says he was able to ponder the business’s problems with greater perspective. “It was obvious to me that I was a bigger asset to the company on my return than I had been when I left,” Brodsky says.

Notes to the text

✵A commission is a form of remuneration for services or products sold by an agent or a sales representative. So, some sales reps are paid on commission only, others work on a salary plus commission basis, that means they are paid a salary plus bonuses if they meet certain sales quotas. There are other forms of job remuneration. When talking about employees we use the words salary or wage. A salary is paid periodically based on the employment contract, whereas a wage is calculated at an hourly rate or on the quantity of work done. Professionals have another form of remuneration for their services, the fee, which is paid by clients to accountants, doctors, lawyers, etc.

✵In the article we find the expression competition is great. The adjective grande (it.) can be translated in English with great, big or large in accordance with the context. In few words we could say that big and large are used with concrete nouns and great with abstract nouns: a big/large office and a great opportunity. Abstract nouns can precede big if they are countable: a big opportunity.

✵When something is on the rise it is growing or increasing. Look at Unit 10 for trends.

✵Morale and moral are respectively a noun and an adjective. The former means spirit of optimism, confidence. The latter may be an adjective meaning ethical, adhering to conventional standards of behaviour. As a noun, moral refers to a truth or a maxim often contained in fables and anecdotes.

✵In the text we find some verb + particle combinations such as step back/take on/work out. They are usually called phrasal verbs and consist of the combination of a verb plus an adverb or preposition. Most phrasal verbs are idiomatic, that is the meaning of the combination is not deductible from the two elements taken separately. In some cases they may preserve a literal meaning, as a result of the locative particle which is part of the compound, like in go out/come in/bring up, but often they give rise to a completely new meaning. Some of them are polysemous, that is they can have more than one meaning:

Step back = retreat, move backwards

Take on = assume, accept; oppose, fight; employ

Work out = exercise; find a solution to; calculate or solve something; understand

Here is a list of common phrasal verbs:

apply for

make a formal request (a job)

blow up

explode

call off

cancel

fill in

write information in blanks

give up

stop trying or quit a habit

grow up

become more like an adult

hand out

give something out like papers

leave out

not include

put off

postpone an event

show up

make an appearance in a place

take off

fly away from the ground or remove

clothes

turn down

decline or refuse

Post-reading activity 1 (Comprehension)

Answer the following questions about the article:

1.Why was Brodsky excited when rival start-ups began to pour into the records-storage business?

2.Why does Brodsky regard competition as a positive element?

3.Why did he decide to ban the practice of hiring employees’ relatives and friends?

4.Why does he think that paying salespeople on a commission basis is not good?

5.Why did he implement drug testing in the company?

6.Why is traditional marketing regarded as a waste of money?

7.How was Brodsky able to have 16 weeks of vacation a year?

Post-reading activity 2 (Writing)

Explain with your own words how Brodsky implemented his strategy in managing his company. You should focus on the measures and initiatives he took since most new start-ups poured into the records-storage market.

Post-reading activity 3 (Speaking)

Some years ago Brodsky decided to delegate some responsibilities to his managers. Some managers are not willing to delegate to others because they think there is nobody else who can do as well as they do in their job. Others think they might lose their key performance. But enlightened managers and owners know that delegation has more to do with growing people than reducing your own prestige and precious cooperation. So discuss the following issue: “Delegating responsibility. Is delegation a key skill for success or a risk of losing power?

Post-reading activity 4 (Speaking)

Explain the meaning of the following statement and say whether it is a good strategy or not:

“Always forgive your enemies; nothing annoys them so much.” ― Oscar Wilde, British dramatist and poet

Grammar revision

PAST PERFECT SIMPLE

I HAD CLEANED

(Used for a past action which occurred before another action in the past and it shows which event happened first).

He fired a woman who had sought an exemption for a friend

He had heard rumors that employees were smoking pot on the premises

Brodsky banned the practice of hiring relatives…who had recommended friends and families

I was a bigger asset to the company on my return than I had been when I left

Subject + had + past participle

Had + subject + past participle

Subject + had + not + past participle

_ _ ___I_______I_____I__ _ _

1^st Past 2^nd Past Now

action action

PAST PERFECT CONTINUOUS

I HAD BEEN CLEANING

(Used for a past action that was in progress before another past action It is also used

with for /since to say how long that action had been in progress)

They had been talking for two hours when Paul arrived

He told me I hadn’t been working hard enough that week

Had you been waiting long before the taxi arrived?

Subject + had + been + ing form

Had + subject + been + ing form

Subject + had + not + been + ing form

_ _ _IIIIIIIIIIIIIIIIII ____________I__ _ _

 1^st Past   2^nd Past  Now

action in progress action

Post-reading activity 5 (Comprehension)

Read the article about advantages and disadvantages about delegation and see if there are new points that you did not take into consideration when discussing Activity 3:

Delegating pros and cons

Delegation, when done well by managers, produces higher productivity, higher morale, and greater workplace efficiency. However, two common situations prevent many managers from succeeding at this skill as well as they could.

First, managers usually know that the task they’re delegating will likely NOT be done as well as they could do it themselves. They will probably experience an immediate decrease in productivity by delegating that task. Not good. When environments are demanding, managers may feel too much pressure to take time for proper delegating. A long view is needed to invest in employees by delegating. Counsel them too, to deserve that investment.

Another barrier is the fear of being made irrelevant by delegating tasks central to one’s key performance. People tend to identify with their job tasks especially when they become proficient at them. Intentionally giving away those tasks, especially to someone who may eventually be better at it than you, can be intimidating. Managers need to courageously decide to do what is best and give up some of their power for the sake of the greater good. I have talked to many managers who longed for their old tasks, long ago delegated to others. Remember in your new role, you’re expected to go on to management tasks.

Delegation is more about growing people than it is reducing your own work load. It communicates that you trust someone enough to give them higher responsibility for key results. It provides a context for coaching, accountability, and training. Learn the art and skills of wise delegation and reap the benefits of greater leadership and effectiveness

DELEGATION VERSUS EMPOWERMENT

Some people tend to mix up the words, but according to Gary Runn, an executive Director for Leadership Development, the two terms are different and should not be used interchangeably. Look up the two words in a dictionary and the read the short extract given below.

To delegate means to choose or elect a person to act as a representative for another.

To empower someone means to give power or authority to someone else. Do you hear the difference? To delegate something to someone is to only give them enough leash to act on your behalf-as you would for yourself. To empower another means you give them enough power and authority to act on their own behalf (Gary Runn)

In few words we can say that delegation and empowerment have some points in common but they differ in that:

Delegation is______________________________

Empowerment is____________________________

Supplementary activity (Listening)

Read some introductory information about Charles Tyrwhitt, the company managed by Nick Wheeler. Then go to YouTube and listen to Nick Wheeler’s interview about empowerment (Empowering staff is good for business) and try to note down his main ideas on the topic.

Charles Tyrwhitt (pronounced "Tirrit") produces fine menswear. The company started to do business in 1986 aiming to make a shirt better than anybody else. In addition to formal and casual shirts, the store offers a variety of accessories, including ties, belts, evening wear, coats and shoes. Their casual collection includes polo shirts and slacks. They also make women’s clothes, from shirts to knitwear and accessories.

Nick Wheeler, the CEO of Charles Tyrwhitt is convinced that giving his staff the freedom to decide can really pay off . Nick Wheeler shows how giving his staff at Charles Tyrwhitt the freedom to make decisions can really have good consequences for both the company and customers.

Empowering staff is good for business because

Grammar revision

COMPARATIVES AND SUPERLATIVES

COMPARATIVES

Adjectives have a comparative degree::

comparatives of majority are formed by adding the suffix —ER to the adjective:

OLD = OLDER

Longer adjectives are preceded by MORE:

INTELLIGENT = MORE INTELLIGENT

The second element of a comparison is introduced by THAN:

Paul is 25 years old

John is 20 years old

Paul is older than John

My jacket costs 200 euros

Your trousers cost 100 euros

My jacket is more expensive than your trousers

Some adjectives have irregular comparatives:

GOOD = BETTER

BAD = WORSE

FAR = FARTHER/FURTHER

Also adverbs and verbs can be compared:

It’s more difficult to write than to phone

It’s better late than never

You say …THAN ME, YOU, HIM, HER, US, THEM

I can write faster than him

The comparative of minority is LESS… THAN

Paul is less tall than Chris

English is less difficult than Chinese

That movie was less interesting than this one

The comparative of equality is:

AS…. AS

I’m not as tall as Matthew

It isn’t as hot as yesterday

AS MUCH (…) AS — AS MANY (…) AS

I don’t eat as much as you

They have as many friends as me

THE SAME AS… is used to say

My car is not the same colour as yours

Grammar exercises

1. Put the following sentences in the correct form of the past perfect simple:

1. When the meeting started nobody knew some investors ________(decide) to fund our business.

2. This attitude clashed with the pragmatic approach Corning _______ (develop) over decades of competition

3. After a series of troubles tied to employees who __________(recommend) their friends and family for jobs, Brodsky banned the practice of hiring relatives and associates.

4. He ______ (hear) rumors that employees were smoking pot on the premises.

5. He even fired a woman who __________ (seek) an exemption for her friend

6. The LSL study also found that tenant arrears _________ (improve).

7. It took a long time to realize that the business _________ (fail) for many reasons

8. There was absolutely no training for my management position when I started 1 year ago as the manager __________ (quit) months before.

9. Reports showed bank profits _______ (grow) principally because banks were just cleaning up bad loans.

10. There was a lot of discontent when these customers eventually found that the products _______ (sell out).

2. Put the following adjective in brackets in the correct form of the comparative:

1. A car is______________ than a bicycles. (heavy)

2. My car runs ______________than yours. (fast)

3. The prince is ______________than the king. (elegant)

4. Stephen is a ______________ lawyer than Jack. (good)

5. Bicycles are ________________than motorbikes. (safe)

6. August is ________________than February. (long)

7. A cat is ____________than a tiger. (dangerous)

8. Jane is_______________ than Martha. (happy)

9. Smartphones are_______________ than tablets. (expensive)

10. I think golf is______________ as football. (tedious)

3. Fill in the blanks with the correct phrasal verbs

1. He _________his raincoat and sat on the sofa.

2. The plane __________after a three hour delay.

3. Rebecca _______ the job offer because the salary was too low.

4. Because of the rain, the exhibition was ___________until Monday.

5. Listen, please! __________question 8 — it is wrong.

6. Could you please ______________these forms.

7. I want to __________ smoking but I can’t

8. I have tried to _________ which is better, but it’s almost impossible!

9. They rarely attend the course. They just _________ when they want.

10. A bomb __________ while police was towing a car that was loaded with explosives

4. Replace the word/expression in bold with a suitable phrasal verb:

1. If you are really interested in that job just write a formal application and send it

2. The meeting was cancelled because the majority of the members were not present

3. If you wish to be contacted by our staff, please write information in this form

4. I have often tried to stop drinking but I have never succeeded

5. While doing exercise 5, please don’t include the second sentence. It is wrong!

6. The concert has been postponed because of the heavy rain

7. She refused the invitation because most of the guests were unsociable and snobby