Efficient acquisition of business English leveraging a framework: Report on presentation at the “Thursday Millennials”
On March 8, 2018, McCann Japan’s head of planning, Yoshitaka Matsuura presented his thoughts on English learning and a career using English at the “Thursday Millennials” event which is conducted every second week.
McCann is an advertising agent that belongs to the IPG group, the 3rd largest network in the world. With many international clients and advertising awards to attend, how did the Japanese head of strategic advertising planning acquire his English skills?
For the Millennials generation who are the up-and-coming forces of this global company, English skills are critical and more than 50 members attended the session to hear his secret.
Non-natives need to be “Confident Speakers”
Mr. Matsuura studied abroad in the US for his post-graduate studies, however he still struggled with business English in Hakuhodo which he joined as a new graduate. The biggest barrier was speaking with natives.
“However,” he states. “When non-native English speakers talk to each other, even if their English is incorrect, they still manage to understand each other.” Many in the room showed appreciative nods to this.
His rationale on why this happens was simple. “You can get through to each other if you have a clear understanding on what you want to tell the other person and if you speak confidently. The global standard of English is ‘Bad English’ anyway.”
He passionately stated that if non-native speakers of English wants to improve their English skills, it’s important to become a confident speaker of English, rather than trying to become a native speaker.
What is a confident speaker?
So what does it mean to be a confident speaker? He showed the following slide to explain the various levels in business English.
Mr. Matsuura believes that there is one common requirement in English communication regardless of English competency levels — Ensuring that the “MAJOR MEANING (what needs to be communicated most)” is conveyed.
The only difference English competency levels delivers is how the major meaning is communicated.
Leveraging marketing frameworks in business English
3C or 4P are well-known frameworks in marketing.
When trying to explain something in English, many people are not able to express themselves effectively in a structured way, and this is where a framework like 3C or 4P becomes useful. It can be leveraged to build a structure for a content-rich explanation, by putting the key points of what you need to say in a logical order.
This approach comes from a unique perspective of a marketing expert and it may be a new way of seeing things to many English learners.
For example, say you are instructed to give an explanation about bottled tea. Using the 3C structure, if you explain Customer, Competitor and Company in order, this will enable you to provide the necessary information without needing to be lost for words.
For example, the following slide covers what needs to be said for Competitor. (The following slide is an actual example from the English language lecture)
A confident speech can be delivered by leveraging a framework
Have you any experience writing a creative piece, essay or report without much thought and ended up with pages of words which didn’t get the point through? That is where a framework becomes handy in helping to build a logical storyline.
Of course, things may sound boring if you put too much emphasis on logic, but by explaining things under a specific framework, it will enables you to confidently tell your story.
The textbook is full of basic must-have phrases for marketers
Messages to the millennials generation — A career in a global company
Mr. Matsuura concluded his presentation with messages to the participants especially in the millennials generation.
1. One step at a time
“At the moment, work may not be something you can choose but is something given from someone. However, that makes it even more important for you to give everything you have to that work in order to build your credentials.
The modern society is ‘referenced’ so everything you do will become a part of your socially known performance and evaluation.”
2. Do what you love
“In this day and age, job-hopping is a given. The labor market has become more fluid, so why not choose a job that interests you? Of course, that does not mean that you should neglect the job in front of you.”
3. Have clear reasons to what you do
“Even when you think and make decisions about what you love and what you want to do, you should have a clear understanding on what it is you like about what you love, what you enjoy, what you’re good at, what your personal goals are and how you want to play a role in society.
It is important to identify the WHYs that drives you. People who know themselves best have a clear personal mission which empowers them to follow their own path and are unwavering.”
4. Try something completely different
“Now that changing careers is the norm, it is important to design a career unique to you. To expand your career, it may be effective to build experience in completely different jobs.
I personally think that people are more interested in you if you can say things like, ‘I worked in marketing for 5 years, then I spent the next 5 years as an accountant.’”
5. Population may be decreasing, but competition is tougher
“Although the youth population may be decreasing, young talent is surging, AI technology is changing the market, and from youth from other Asian countries are becoming tough competition. Stay hungry and pursue your skills.”
6. Increase your capabilities to reach above the clouds
“Don’t trust what you just see on the surface, but ensure to dig deep into the true essence of things.
Pursuing a work-life balance and work-style is important, but its most important to increase your competency.
If you’re a new graduate, try to rise above others in the first three years and build a reputation where people praise your performance.
Once you’re perceived to be better than others, that reputation will stay with you.”
Mr. Matsuura reflected on his career and stated that 50% of it is made from his personal efforts and 50% is through opportunities he was provided in his career, which all lead him to reach his current position.
Mid-High level English: A book with advice for people in marketing published
Mr. Matsuura has published a book, “Textbook on marketing English (Sendenkaigi, March, 2018)” with contents from his presentation which is designed with contents specifically for people stuck in their English learning, people interested in learning business level English for their marketing work, or people struggling to advance their English capabilities.
About the Presenter
Yoshitaka Matsuura
Executive Planning Director
Director of Planning Division
McCann Erickson Japan
【Background】
Appointed current position in 2014. He built is career in strategic planning while working at Hakuhodo, Hakuhodo Shanghai, TBWA Hakuhodo and also worked at Hakohodo’s R&D department and Institute of Life & Living. Masters in International Affairs, George Washington University.
Worked on over 100 brands thus far with numerous participation in international advertising awards such as the Cannes and has in-depth knowledge on latest advertising methodologies overseas and awards. Jury for APAC EFFIE from 2016–2018.
Publications include, “Textbook for Marketing English (Sendenkaigi)” and “Total Guide on Facilitation (Nikkei).”
