Beyond the Details: Why Abstract Messaging Matters in Strategic Communication
Frankie Kemp
25 July 2025
In this article, I explained how Concrete Language – the language of specificity – builds trust.
However, Abstract Language also has a place in communicating with impact.
In their book, ‘Magic Words’, Jonah Berger and Grant Packard, cite an example of a pitch where Concrete language worked against a start-up.
The original 2009 pitch for Uber described it as a “smartphone app that makes it easier to get a taxi, connecting passengers and drivers and reducing waiting time.”
At this point, Uber was promoting itself only as a taxi app: specific but limiting.
The founders I work with on their three-minute pitches generally fall into the trap of describing features in intricate detail becoming very particular about their proprietary software.
This is where specificity will cut the cash, rather than increase it.
What Investors Want (And Why You Need Abstraction)
Investors aren’t just buying into what a product or service is—they’re betting on what could be. Specificity might nail the current utility but it can shut down possibility.
One of Uber’s co-founders reframed the pitch as “a transportation solution that is convenient, reliable, and readily accessible to everyone.”
That phrasing isn’t just softer—it’s broader. It lifts the ceiling – and, crucially, it resulted in increased investment.
Scroll through today’s Uber app and you’ll find takeaways, scooter hire as well as business transportation and logistics. That’s quite a step from a simple ride-hailing service.
Not All Abstraction Is Created Equal
When Abstract language is used well, it helps you zoom out, link ideas, and invite reflection—especially in strategic or emotionally charged moments.
Conversely, empty abstraction muddies communication. It’s vague, non-committal, and easy to hide behind.
For example, compare these:
- “We must innovate toward excellence.”
versus - “We’re committed to designing tech that gives engineers agency over their own data.”
The first sentence is a corporate shrug dressed in aspiration. Although the second is also abstract in that there’s no emphasis on how they give engineers agency, the benefit is clear.
Here are some more examples the difference between empty abstraction and purposeful abstraction:
Contrast Table
| Scenario | Empty Abstraction | Purposeful Abstraction |
| Vision Setting | “We must innovate toward excellence.” | “We’re committed to designing tech that gives farmers agency over their own data.” |
| Internal Leadership | “Let’s improve stakeholder engagement.” | “We’ll build deeper partnerships by listening to analysts on the ground and translating their insights into product direction.” |
| Sustainability Goals | “We aim to be net zero.” | “We’re working toward net zero by streamlining logistics, cutting fuel waste, and using satellite data to optimize crop timing.” |
In all these examples, it’s ‘the why’ rather than ‘the how’ that is specified.
Abstract Language and Power
Those who adopt the strategical use of abstract language within their interpersonal skills are perceived as more powerful, according to this study. Examples of this in conversation would include describing ignoring someone as ‘showing dislike’ rather than describing the specific behaviour, as in ‘not saying hello’’. Another situation might be when someone refers to a product as being ‘more nutritious’ rather than ‘full of vitamins’.
When purposeful abstraction become part of conversation skills, it makes the speaker seem:
- more powerful
- focused on the bigger picture
- in control.
The study revealed that speaker are perceived more as management or leadership material when using such language.
The Language Split: Who Needs What?
- To investors: Show potential. Abstract language invites vision, allows for scale, and gives room to pivot.
- To customers: Be specific. They want precision. “Can you solve my problem?”
The trick is knowing when to zoom in—and when to zoom out. Refer to this table as a guide.
Concrete versus Abstract
| Concrete | Abstract |
| When you’re focusing on the how | When you’ve focusing on the why |
| For example: · How are you going to solve my issue? · How does this product meet consumer needs? · How does this initiative meet the corporate mission? | For example: · Why do we need to solve this issue? · Why does the product meet consumer needs? · Why does this initiative need to meet the corporate mission
|
| Report the current situation | Show potential |
| Describe action | Describe vision |
Your Actions:
Audit Your Messaging by Audience
Review your last pitch, deck, or product description.Ask:
- Is the language concrete enough to solve something?
- Is it abstract enough to signal possibility?
I help technical specialists sharpen up business communication training. Groups and individuals use customised solutions to tap into their ability to action ideas and steer others through outstanding interpersonal communication skills.
Get in touch with me here for a no-strings-attached 15-minute free Discovery Call to chat about your communication skills needs.
Photo courtesy of Gratisography.com
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