THE other day listening to the news, my mind was attracted to the phrase “lost in translation.” The newscaster was interviewing some people to inquire if they understood what was happening during the impeachment.

Most if not all said that they couldn’t follow well because of the use of English and some Latin phrases like “subpoena duces tecum,” which, according freedictionary.com, refers “to a court order requiring a witness to bring documents in the possession or under the control of the witness to a certain place at a certain time.”

The Senator-Judges were amenable to conducting the proceedings in Tagalog or Taglish except there are phrases that may not have the proper Tagalog translation. I am writing this column not to expound on the current impeachment process but to expound on how being understood or misunderstood, for that matter, applies to business. Really, have you realized or even checked for that matter if our business is giving the right signals to the target customers or even our employees? It could be that the business is in a state of being “lost in translation.”

Here are areas which may need to be looked into:

• Business concept: During my employment days, I recall a trainer saying that if one cannot explain the business in one sentence, then it’s vague. We have to understand and summarize to communicate with people. It is often called the “elevator talk.”

• Business name: The name of the company needs to be clearly understood. There is the story of this long-time company in America, which specializes in adhesives, and even made popular the “Post-It.” Here in the country, a food company established way back in late ’60s a pizzeria of a similar name. In terms of top-of-mind recall, there is some lost signal. When I put up my company, in the beginning I registered as “Golden Morning Blessings Ent., Inc.” However, when I began my entrepreneurial journey, I realized people I meet either display vagueness through a display of body language or verbally asked me what is the company all about? Often either they think I am related to a Christian sect movement or the owner of a popular towel brand used by salons, barbershops and jeepney drivers. Thus I had to go back to the drawing board and used just the initials “GMB” and added Franchise Developers Inc.

• Year business established: I am not sure why there are companies who prefer not to include the year they were founded. However, as for me I find there is a solid punch when people see the company has been around, say, 20 years. I have clients who have just set up their business and are very shy about putting up the year.  My contention is a baby does become old as years pass by, doesn’t it?

• Procedures: A business has its own path or procedure to follow. On January 16, I wrote about “Systems Checked?” where I compared a business to airline management. There are no perfect steps in running the day-to-day affairs of a business. What is important is for the entrepreneur to maintain vigilance and the ability to be flexible. More like having the eye of an eagle. Remember when the Internet was just new? How about the use of the latest gadgets in the market? Some people would perhaps jump right in and purchase; while others would weigh their options and do some study prior to making a decision. Still others would be stuck in study paralysis. The key is to check how relevant this move shall be and what is its cost factor to the business. I do also equate to payback if this will improve efficiency or effectively reach a greater number.

• Personality: For a company to be successful, everybody, from the security guard, to the receptionist to the top management, must have a personality to carry. Teaching proper etiquette to sales people can be as simple as always having business cards readily available, in a proper case and even the manner of exchanging cards. In the Middle East, we were careful not use the left hand as it is not acceptable.  There are image consultants who do nothing but teach everybody in the company how to “behave.”  I am a firm believer of the saying “the first impression is a lasting impression.”

These are some of the areas to focus on. It may be good to have an idea box where comments are freely solicited from everybody. It is not just the entrepreneur, HR or CEO who should be left to think and craft ideas. No matter how minute, if everybody exerts enough effort, the business shall always be in tune. Do also have somebody ask for feedback from customers. I mean a real human and breathing person tasked to talk with customers. It is not enough for a feedback portion be placed in the web site or blank forms at the front desk or wherever customers have access.

In companies that are offering franchises, franchisors make it a point to make the franchisees undergo every aspect of the business. This is like the beginning of a transformation to wear one hat of one style and color. The real and responsible franchisors implement strict process in selecting franchisees. It begins from the time of inquiry. After all, franchising is based on personal and business relations.

There is a saying, which I always cherish and am glad to share with you. Remember that the first impression is a lasting impression. As entrepreneurs we are left with two options:

Be in touch with the times? Or be lost in translation? The choice is yours!