Decoding the Pygmalion language of top CEOs: the communication of high positive expectations in CEO letters

Purpose Effective communication of high positive expectations regarding individuals, the organization and the favorability of the environment in which organizations operate is pivotal due to its significant impact on multiple positive organizational outcomes. Drawing on prominent American CEOs' shareholder letters as a primary data source, this study seeks to deepen our understanding of how Pygmalion language can be effectively applied, and how specific linguistic devices may be used to reinforce expectancy messages. Design/methodology/approach To identify and analyze the occurrence and strength of the Pygmalion language and the use of linguistic devices in the CEOs expectancy messages, a quantitative content analysis with some quantitative components were employed. Findings The findings suggest that top management make extensive use of Pygmalion language in their communication to develop their organizations. CEOs use of linguistic devices to bolster the Pygmalion messages in the CEO letters is also considerable. The combined but various use of axioms, performatives, metaphors, slogans and emotion-laden words also suggest a merging of Pygmalion and charismatic leadership behaviors. Practical implications Findings provide insights into how top CEOs communicate high positive expectations, enhanced by strategic use of linguistic devices. This may advise other practitioners regarding how to effectively communicate high expectations to improve performance in their organizations. Originality/value To the authors’ knowledge, this is the first qualitative study on Pygmalion language, analyzing how top managers communicate high positive expectations to their audiences in real-world business settings.