The Power of Speaking Your Customer’s Language

A note to young leaders.

It always pays to speak your customer’s language.

American tennis star, Jim Courier, did so – literally – and to great effect.

Courier was known for his impressive clay-court game, which led him to two consecutive French Open titles in 1991 and 1992.

But it was what happened after his 1992 victory that made him a beloved figure in France.

When the microphone arrived for his victory speech, Courier stunned Roland Garros by delivering it in fluent French.

“Alors,” he began, “Je voudrais dire un petit discours en Francais.” (Okay, I’d like to give a little speech in French).

He offered “un grand merci” to the fans, ballboys and umpires. Then he brought the house down by saying: “Excusez-moi, je parle comme une vache espagnole” – which translates to “I speak like a Spanish cow” – a facetious expression used by locals for someone who butchers the language.

That match has long since been forgotten, but to this day, the French still remember Courier’s speech.

At just 21-years of age, Courier reminded us all – an ounce of charm can earn a tonne of goodwill.