Latch onto

Latch on

Do we ever have a good expression today! To latch onto something. This is a really good one; it’s pretty common. To latch onto something is to become attached to something. You usually are doing it enthusiastically. Hotels are latching onto the idea that scents create a powerful emotional connection with their guests. Hotels are enthusiastically embracing this idea. They are taking up this idea; becoming attached to it. They are grabbing onto it—and they’re not letting go.

A lot of companies have latched onto the idea that the best design for offices is low walls—or no walls—no privacy, open space everywhere. The firm I work for has latched onto that idea, as have many other companies around the world. The days of private offices and tall walls and stuff—that’s all gone, because most companies have latched onto this new design trend in office space. The companies have become attached to this new design trend, and they’re not letting go.

Individuals can latch onto things. I think we all know people who latch onto the latest trends in dieting or fitness, right? I have two coworkers who have latched onto intermittent fasting. That’s when you don’t eat for 16 hours a day. You fit all your meals into eight hours. Other people might latch onto the latest tech gadgets or tech trends. I remember listening to a business podcast a few years ago. The podcast was really good; it was extremely helpful as I was setting up Plain English. But the host had a habit of latching onto the latest apps and things and using them for business. He would always get really enthusiastic about the latest thing. And the host said that for podcasters, the best new app for communicating with listeners was Snapchat. And I was incredulous. I couldn’t believe it.

First of all, I think Snapchat has quite possibly the worst user experience in an app that I’ve ever encountered. But more important than that, why would you want to communicate with your audience in an app where all your previous messages disappear? Now I can see big brands maybe they want to advertise or something, and I’m not saying Snapchat isn’t any good or it’s not popular. None of that. I’m just saying, in terms of a small business, a podcaster, which he was, communicating with listeners…I thought Snapchat was quite possibly the worst app I’ve ever seen for that purpose, but this podcaster latched onto it. He would not stop talking about Snapchat. He eventually dumped it, though—he came to his senses.

JR’s song of the week

It’s Thursday, so we have a song of the week from our producer, JR. This week, he chose the song “Zombie,” by the Irish band The Cranberries. It’s one of their two most recognizable songs. It was written after two small children were killed by bomb attacks in England in the early 1990s. It won “best song” at the MTV Europe Awards the next year. JR notes that this is a tough one to sing karaoke to. You probably recognize it. “Zombie” by The Cranberries is the song of the week. If you’d like to nominate a song for a future episode, please email your selection to [email protected].

You know I’ve been dropping hints about the big project JR and I are working on. I’m still not authorized to say what our big project is. But I will say this: we are not developing our own fragrance. That is not the project, so if you were thinking that there was going to be a Plain English scent…if you got your hopes up…unfortunately that’s not the big announcement.

But if you want to be the first to know what it is, then you’ll want to be on our e-mail list. You can join by going to PlainEnglish.com/mail and entering your details. If you do that, you’ll also get JR’s emails with additional free resources for every episode. PlainEnglish.com/mail.

Oh, here’s a piece of news. A bunch of you have requested another episode about a travel destination. Your wish is my command. Monday will feature the third in our occasional series on destinations in the English-speaking world. Whatever city you think I’m going to do…it’s something else. I guarantee it. But you’ll like it. That’s coming up on Monday on Plain English—don’t miss it!