ABSTRACT
The life science leaders do use words in a particular way; they are especially fond of crafting figures of speech, very deliberately, to use them as tools. There are several aspects of a life sciences leader’s situation that favour or disfavour different modes of language usage. The new hypothesis, that life science Leaders have adapted their use of language to fit the particularities of their communication environment. The interviews revealed that life science leaders use figures of speech and rhetorical devices to resolve the contradictory complexity. The intangible idea becomes more concrete in the mind of the listener. In life science companies, an obvious feature of the communication environment is the intense competition amongst memes. Life Science Leaders appreciate this and have adapted their use of language accordingly in order to implant their meme in the memory of their audience.
