Lesson 1: Stop writing “can”

Company X can assist you with ___________________.

Does this sound familiar when you’re looking for a product or service? What about this on a cover letter from an applicant looking to get hired:

I can work well in a team or unsupervised.

Stop saying can! “Can” simply means you have the potential ability to. It doesn’t mean you will, it doesn’t mean you excel, and it doesn’t mean you’re better than anyone else.

Uncertainty avoidance is when a cultural group avoids a level of uncertainty. Different cultural groups tolerate different levels of uncertainty or ambiguity, however when it comes to making a pitch — whether that be to make a sale, to set yourself apart as an authority figure, or to be employed — makin...