Grandson Jack’s socked foot landed in his mouth the moment he learned to take off his shoes. I watched him, marveling at his flexibility. The only way I can get my foot into my mouth is to say something wrong.

I learned about the power of words early in life. Words are a marvelous negotiating tool, particularly when directed toward a vulnerable recipient. On one particular day, the recipient was my father. The goal was the obtainment of a new musical instrument. Durthaler music was having a sale and I had my eye on an organ.

First, I had to convince my mother. I showed her the small tabletop keyboard with the preset chords as shown in the sales flyer. The argument was easy. The item was inexpensive and I was amply armed with countless reasons why this keyboard would be a good investment.

• Children who play a musical instrument do better in school and are more well-rounded.
• Children who play a musical instrument are less likely to do drugs, hang out with the wrong crowd, or commit heinous crimes.
• This child playing this musical instrument could use this skill to accompany herself while singing and entertain legions of family members and friends.

When the discussion ended, I am certain mother was convinced that my life could not be salvaged without the tabletop keyboard.

Dad was elected to drive me to the store to pick it up. Mom handed him the flyer. “Now, Hubert, make sure you buy her this keyboard,” she said pointing to the tabletop model in the flyer.

Mom knew my father well. The soft spot he had for his only daughter often translated into substantial “investments” in said daughter’s budding interest in the creative arts, and there were other priorities, such as paying the mortgage.

Dad nodded, half-heartedly. Several hours later, we returned home without the tabletop keyboard. My Kimball Swinger 800 organ would be delivered by truck the following week. Mom was furious, but in my defense, I made good on every promise I had made. I played that organ for years and after several decades still have it (see image above).

Words are important. No one knows that better than marketers. Recently, a Facebook post popped up in my feed asking the 70’s crowd to name their favorite commercial jingles. I know many of them; I’ll bet you do too. Slogans are everywhere, on TV, in our papers, and on the billboards we pass every day. Have you ever reached for a bag of chips after a Lay’s commercial or swung by a fast food restaurant to have it your way? If you haven’t, you are in the minority. Marketers are experts at selling their products and, like lemmings, we are in the drive-thru before we even know what happened. Their arguments are convincing. Companies are careful to design products that reflect societal demands for convenience, economy, and taste. They are simply giving us what we are asking for.

So, let’s ask for something different. Know it or not, we have the power to change and if we do not, the fault rests squarely on our shoulders. The first step is awareness, the ability to distinguish between impulse and thoughtful choices. The second step is follow-through, the ability to act on choices that benefit our health. We take back our power in the marketplace when we vote with our wallets. Companies are listening. Demand the best. You are worth it.