Ambiguity in communication is often seen as a problem. We’re taught that clear, precise language is essential for avoiding misunderstandings and conveying our message effectively. “Say what you mean and mean what you say” is common advice. In many cases, this is sound guidance. But here’s the catch: when it comes to influencing and inspiring others, being overly clear and specific can actually work against us. When everything is spelled out in exact detail, the listener’s mind has little room to engage, and our ability to guide or influence their thinking diminishes.

Ambiguity can be a powerful tool, rather than a flaw. Used correctly, it opens doors to deeper communication, allowing us to subtly influence, suggest, and invite action. Instead of forcefully directing someone’s thoughts, ambiguity taps into the unconscious mind, letting people fill in the gaps in ways that align with their own beliefs and desires. In the rest of this article, we’ll explore how this approach works, why it’s effective, and how you can use it to become a more persuasive and influential communicator.

We Can’t ‘Make’ Anyone Do Anything – But We Can Influence

One of the key principles in NLP is the recognition that we can’t make anyone do anything. Human beings are complex, and direct commands often meet resistance. However, when we use language that is less direct, more suggestive, and ambiguous, we invite others to participate in creating their own meaning from our words. This is where ambiguity becomes powerful.

Ambiguity opens the door for the unconscious mind to take over. Rather than trying to force a specific action, we influence and suggest. The listener then fills in the gaps based on their experiences, values, and beliefs, making them more likely to align with what’s being communicated.

Creating Universal Appeal

When addressing a large audience, ambiguity is even more essential. Specific messages can be limiting because they may only resonate with a narrow group of people. In contrast, ambiguous or open-ended language allows each listener to find their own meaning within the message. Religious scriptures, presidential speeches, and even powerful brand slogans use this principle to great effect.

Consider Nike’s slogan: “Just Do It.” On the surface, it’s simple, yet it can mean something different to each person. For one, it could be motivation to start exercising; for another, it could be the push needed to take on a new challenge. Because it doesn’t prescribe a specific action, it invites everyone to project their personal ambitions and goals onto it, making it universally appealing.

Similarly, in politics and religion, leaders often use broad, uplifting language that lets people interpret the message according to their values. Phrases like “hope and change” or “be the light” mean different things to different people, but that’s the point. The vagueness creates a sense of shared purpose while allowing each person to attach their own significance to it.

The Milton Model: Ambiguity as an Art Form

In NLP, one of the most sophisticated tools for employing ambiguity is the Milton Model. Named after the renowned hypnotist Milton Erickson, this model offers a range of language patterns designed to bypass the conscious mind and directly engage the unconscious. It operates through deliberate use of vagueness, ambiguity, and implied meaning, making it highly effective for influencing and persuading without triggering resistance.

The Milton Model includes over 20 patterns, ranging from vague language patterns like unspecified verbs and nominalisations to broader strategies like presuppositions and embedded commands. The beauty of the Milton Model is that its effects often sit outside the conscious awareness of the listener. Because the language is ambiguous, the conscious mind can’t fully analyse it, leaving the unconscious mind free to construct its own meanings and conclusions.

Embracing Ambiguity in Your Communication

Whether you’re speaking to a crowd, leading a team, or even crafting a brand message, ambiguity is your ally. By consciously allowing space for your audience to insert their own meanings and interpretations, you invite them into the communication process, making them more invested in the outcome.

In the end, ambiguity isn’t about being unclear or evasive—it’s about opening up possibilities, allowing your message to resonate on different levels. By mastering the art of ambiguity, you can influence, suggest, and invite action in ways that feel natural and organic, guiding people in a direction they’re more likely to embrace willingly.

So next time you’re crafting a message, whether it’s a speech, slogan, or conversation, remember: sometimes saying less with precision, and more with ambiguity, is the key to truly connecting with others.

Interested to Learn More?

If you’re interested in learning more about how ambiguity can benefit you, consider exploring the courses and resources available through Consoul. Our expert-led programs are designed to provide in-depth knowledge and practical skills in ambiguity. Get in touch with us to find out more and take the first step towards mastering ambiguity with Consoul.