In ‘Mine Your Language,’ Abhishek Borah delves into the intricate relationship between language and business, illustrating how language choices influence consumer behavior and shape company strategies.
The modern business landscape is increasingly recognizing the pivotal role of language in decision-making processes. From selecting brand names to crafting the tone of annual reports and engaging with consumers on social media platforms, Borah emphasizes how language permeates every aspect of business operations. By analyzing the language utilized by consumers, Borah unveils a treasure trove of insights that reflect preferences, attitudes, and perceptions, directly impacting market dynamics.
In this book, the author provides a comprehensive and practical guide on how businesses can harness the power of language to their advantage. Through a captivating array of examples spanning various industries and historical contexts, Borah vividly illustrates the profound impact of language on consumer behavior and subsequent business outcomes. Drawing parallels between industry giants such as Toyota and Tesla, he elucidates how language shapes brand perception and fosters meaningful consumer engagement.
Central to Borah’s exploration is the power of linguistic analysis through techniques like text mining, offering invaluable insights into market nuances for informed decision-making. The book also, in a way, addresses the challenge of identifying authenticity in consumer feedback, empowering businesses to discern genuine responses amidst the prevalence of fake reviews, thereby safeguarding trust and credibility.
Published by Penguin Random House India, ‘Mine Your Language‘ by Abhishek Borah will be released on 27 March on SoftCover, ThePrint’s online venue to launch non-fiction books.
As an Associate Professor at INSEAD, France, and with previous experience at the Foster School of Business, University of Washington, and McKinsey & Company in India, Borah brings a wealth of expertise to ‘Mine Your Language.’ Raised in Nagaland and educated across diverse cultural landscapes, his multicultural background enriches his perspective on the intricate interplay between language and business dynamics.
Anindya Ghose, the Heinz Riehl Chair Professor, NYU Stern, and author of ‘Tap: Unlocking the Mobile Economy’ called the book groundbreaking stating that “by seamlessly integrating academic knowledge with real-life illustrations,” it highlights the transformative power of text mining in deciphering market intricacies.
‘This book will be to marketing what Freakonomics was to economics—a unique, fresh and interesting way of looking at a discipline,” said Erin Meyer, a professor, INSEAD, and author of ‘The Culture Map and No Rules Rules’ about the book.