Even IKEA’s return notice is in the language of the buyer. Its simplicity gives assurance to customers that they can return what they decide they don’t want to keep. It communicates that IKEA is committed to making YOU a very satisfied customer.

Your policies and procedures don’t need to be recklessly permissive, but you do need to be sure every communication conveys that your foremost goal is for customers to be happy doing business with you.

If you’ve been in business any length of time, your native language has become the language of your industry.


Success depends on interpreting your industry’s language into the language of the buyer. Successful businesses approach communicating in the language of the customer with the same attention to detail they would use to place an advertisement in a foreign language.