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AAPL, TIM COOK AND HIS GAME CHANGERS: A LINGUISTIC BREAKDOWN

Wed, 29 May 2013 14:26:58 GMT

MarketPsych analyzes investing psychology.  But in order to do that, we analyze language. The words we choose with shareholders, clients, and the media sometimes convey much more than we ever intend them to. Tim Cook, CEO of Apple recently gave an interview about the state of his company and one of the headlines quotations taken from it was this: "I think we have several more game changers in us." It was meant to reassure investors about Apple's strength for the future.  Unfortunately, it conveys a sense of weakness.  There are at least THREE distinct problems with his words.  1) "I think..."  You "think"?  So you're saying you don't know?  That this is, what, like an opinion you hold?  The same way you "think" your jokes are funny or you "think" Sean Connery was the best James Bond?   The use of  "I think" is not a confidence builder.  (Nor, for that matter, is the use of "I know".)  ...

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