Crucial Learning Style Guide

Lowercase with periods and a space beforehand. Avoid the redundant 10 a.m. this morning. See Dates and Times.

Initialism for Crucial Conversations® for Accountability. For internal use only.

Use add on when specifying action (verb phrase).

• You can add on the accountability lessons after completing the dialogue course, or vice versa.

Use add-on when specifying what kind (adjective).

• The add-on course is $895 per learner.

Use Add-On for course name.

• Crucial Conversations® for Accountability Add-On teaches several leadership skills not covered in Crucial Conversations for Mastering Dialogue.

Hyphenate and capitalize both parts of compound when adjective form appears in title case.

• Download the Add-On Course Details

Do not hyphenate and do not capitalize the preposition on when verb form appears in title case.

• Add on New Skills Today 

Use after-training when specifying what kind (adjective).

• The course includes after-training resources.

Do not hyphenate when specifying how (adverbial phrase).

• You will receive additional resources after training.

All together is a noun phrase meaning “at the same time” and “in the same place.”

• The learners met all together to discuss the book.
• Gather the materials all together before shipping.

Altogether functions as an adverb meaning “in whole” or “completely.”

• It’s best to avoid the situation altogether.
• They had an altogether new idea.

See “Ampersand” in Punctuation and Symbols.

Any time is a noun phrase meaning “with respect to a point in time” and generally functions as a conditional. Rule of thumb: if you can replace the term with if or when and the sentence still makes sense, use any time.

• Any time you’re unsure what to do, ask your shift leader.

Anytime is an adverb meaning “irrespective of time.” Rule of thumb: if the term modifies a verb, use anytime.

• You’re welcome to visit anytime.

A while is a noun phrase meaning “a period of time.”

• I’m going to work for a while.

Awhile is an adverb and is often synonymous with “indefinitely.” Rule of thumb: if a preposition precedes term, use a while; if a verb precedes it, use awhile.

• I’m going to work awhile.

Lowercase. A learning format that combines on-demand learning with virtual or in-person discussions. Blended learning discussions can be led by anyone (trainer certification not required).

Often CTA. Copy that prompts reader to act—download, subscribe, purchase, etc.

Lowercase. See also certify and certified trainer.

A course that teaches one how to facilitate. Completion required for trainer certification.

Lowercase except when immediately preceding a person’s name or listed as part of professional signature. See “Titles and Offices” in Other Styles.

• Are you a certified trainer?
• Becky Wagstaff is a certified trainer.
• In this webinar we will hear from Certified Trainer Becky Wagstaff.
• Becky Wagstaff, CHRO, MBA, Crucial Learning Certified Trainer

A transitive verb that should only be used with Crucial Learning as subject and prospect as object, never the other way around. The company can certify a prospect; a prospect cannot certify himself or “certify in” a product.

• Correct: We will certify trainers after verifying they have completed all coursework.
• Incorrect: Certify to teach Crucial Learning courses.
• Correct: Get certified to teach Crucial Learning courses.

Shorthand for senior client advisor. Lowercase. Abbreviated as SCA (for internal use only). See “Titles and Offices” in Other Styles.

• Contact your client advisor.
• I will put you in touch with your client advisor, Janice Black.

Capitalize only when listed in professional signature.

• Janice Black, Senior Client Advisor, Crucial Learning

Lowercase except when listed in professional signature. Abbreviated as CSS (for internal use only). See “Titles and Offices” in Other Styles.

• Contact your client success specialist.
• Let me introduce you to your client success specialist, Ahmed Patel.

Capitalize only as part of professional signature.

• Ahmed Patel, Client Success Specialist, Crucial Learning

Initialism for Crucial Learning Platform. Do not precede with the.

Try to avoid. Content is another word for “stuff” and tends to cheapen our brand. Try to be more specific. Use instead lessons, information, articles, skills, videos, research, materials, resources, courses, etc.

Lowercase. A revenue-generating learning experience. Applies to all learning formats: in-person, on-demand, and virtual. Courses are not events. See “Terminology” in the Crucial Learning brand book for more. Courses are accessible via all delivery options.

Lowercase. Not to be confused with learning manager dashboard.

Refers to course variants: 4-hour, 12-hour, add-on, etc. Not to be confused with learning formats or delivery options.

Lowercase. A marketing document that highlights research, value props, learning formats, delivery options, course agenda, and more.

• Review all learning options and course curriculum in the course overview.

Shorthand for book title: Crucial Accountability: Tools for Resolving Violated Expectations, Broken Commitments, and Bad Behavior. Italicize.

• We read Crucial Accountability as a leadership team.

Title of former course. Capitalize.

• Crucial Conversations for Accountability was formerly called Crucial Accountability.

Capitalize. Branded term.

• Last night I had a Crucial Conversation with my parents.

Capitalize all instances.

• We are taking a course in Crucial Conversations.
• My partner and I have had several Crucial Conversations.

Italicize references to book title.

• Crucial Conversations is a bestselling book.

Include registered trademark on first usage in a document.

Capitalize. Proper noun. A course

• Learn new skills in the Crucial Conversations for Accountability Add-On course.

Include registered trademark on first instance in a document.

Include registered trademark on first instance in a document.

The application where course managers can manage learner licenses and track learner progress, and where learners can take on-demand courses. Abbreviated as CLP. To replace VIP in 202x. Capitalize. Acceptable to precede with or without the.

Lowercase when referring to important skills.

• We teach skills that have a disproportionate impact on outcomes, called crucial skills.

Capitalize when referring to our Q&A column.

• Subscribe to Crucial Skills to read advice from our authors and experts.

Do not capitalize blog or newsletter.

• We send the Crucial Skills newsletter every Wednesday.

Initialism for client success specialist. For internal use only.

Initialism for call to action.

Refers to the ways in which learners can access course content or the ways in which an organization can make course content available to learners. There are four delivery options:

• Public course
• Private course
• Trainer certification
• Speech

Not dialog.

A broad term that can refer to any written text, physical or digital: webpage, blog post, ebook, etc.

Unhyphenated. Lowercase E and B when sentence case.

• Download our latest ebook and learn how speak up when it counts.

Lowercase E and capital B when title case.

• Download eBook

Abbreviation for et alii (and others). Use only in reference to people, not things (see etc.) Use only if all people in question have been previously mentioned by name OR the audience is familiar with them. Best reserved for lists, citations, and parenthetical statements. Use and others or equivalent in text. Though a Latin term, do not italicize due to its commonality.

• Joseph Grenny and his coauthors first published Crucial Conversations in 2002.
• Source: Crucial Conversations: Tools for Talking When Stakes are High, Joseph Grenny et al.

Try to be specific rather than use this term. Better substitutes include and others, and so on, and more, or equivalent. Use only with regard to things, not people (see et al).

• Crucial Conversations® for Mastering Dialogue teaches how to check your judgments, speak up with respect, look for mutual solutions, and other skills that greatly improve interpersonal communication.

Acceptable to use when list is of mundane or familiar items and listed terms make the category clear. Always use the abbreviated form. Do not italicize.

• Tools in an office include desks, computers, printers, etc.

A marketing activity to generate awareness, demand, or loyalty. Events include webinars, course previews, tradeshows, speeches, and client conferences. And event is not a course, nor is it a learning event. See “Terminology” in the Crucial Learning brand book.

Use every day when specifying how (adverbial phrase).

• We plan to work every day this week.

Use everyday when specifying what kind (adjective).

• It’s an everyday problem with him.
• He drives an everyday car.

Use face to face when specifying how (adverb).

• We spoke face to face.

Use face-to-face when specifying what kind (adjective).

• You should have a face-to-face conversation.

Brand term. An accelerated course for trainer certification. Do not capitalize certification or assessment.

• All certified trainers are eligible for Fast Track certification.
• If you’re a certified trainer, you can complete the Fast Track assessment and get certified to train The Power of Habit.

Capitalize. Do not use colloquially, as in It’s time we started getting things done. Apply registered trademark symbol (®) to first instance in document.

Initialism for Getting Things Done.® Include registered trademark symbol on first instance in a document.

Shorthand for Crucial Learning Help Desk, a proper noun. Capitalize when referring to our help desk. Do not capitalize when referring to any help desk.

• Contact the Help Desk for questions about your learner licenses.
• Many companies have a help desk for customer issues.

Lowercase with periods, set off by commas. Synonymous with “namely” or “in other words.”

• I attended the flagship course, i.e., Crucial Conversations for Mastering Dialogue.
• We had a serious but productive chat. I.e., we had a Crucial Conversation.

Initialism for instructor-led training. Try to avoid. See in-person.

Avoid. See delivery options.

Use in-person when specifying what kind (adjective).

• You can attend the in-person course with me.

Use in person when specifying how (adverbial phrase).

• We plan to attend the course in person.

Capitalize both parts of hyphenated compound when adjective form occurs in title case.

• 2022 In-Person Course Previews

Capitalize only person when adverbial form occurs in title case.

• Attend a 2023 Course Preview in Person

Do not capitalize as part of course name.

• The Crucial Conversations® for Mastering Dialogue in-person course was a great experience.

Use hyphenated compound as standalone heading in reference to learning format (adjective).

• In-Person

Initialism for Influencer Training.™ For internal use only.

An exercise in Influencer where learners apply the skills they learn.

Lowercase when referring to the challenge learner is working on.

• Find your learning partner and review your influence challenge.

Capitalize when referring to the worksheet.

• You’ll find the Influence Challenge worksheet on page 16.

Shorthand for Influencer Training.® Partial title of the book Influencer: The New Science of Leadership. Italicize when referring to book. See “Media Titles” in Other Styles.

• Reading Influencer helped me as a leader.

See Crucial Influence Model.

Lowercase.

• Turn to page 15 in your learner guide.
• You will receive the Getting Things Done® learner guide with the other course materials.
• Check your email for the learner guide, ebook, and prework.

Grants one learner the following: access to a course and the corresponding learner materials. Lowercase.

Course materials for the learner only. Lowercase. See also trainer materials.

A set of structured learning sessions comprised of a course, class, or program to be attended at a specific location and time, for a specific duration, in a specific format. A learning event is not a marketing event.

Note: Learning event is a common term in learning technology and we use it in CLP. However, when speaking with clients, use the more personable courses or learning experiences.

Synonym for course. See also learning journey.

The ways in which a person can experience a course. See individual entries for styling guidelines. Lowercase.

• In-Person
• Virtual
• On-Demand
• Blended

The events and experiences related to preparing to attend a course, attending a course, and continuing to learn about the course skills and principles after attending. Lowercase. Not to be confused with learning experience.

Lowercase. Not to be confused with course manager.

Lowercase. Not to be confused with course manager dashboard.

All possible options for learning, given learning formats and delivery options.

• You can review all learning options in the course overview.

Use log in when specifying action (verb phrase).

• Log in to the Crucial Learning Platform.

Use login when specifying what (noun) or what kind (adjective).

• Do you have your login?
• You will receive your login credentials tomorrow.

Lowercase except when immediately preceding a person’s name or listed in a professional signature. See “Titles and Offices” in Other Styles.

• Are you a master trainer?
• Becky Wagstaff is a master trainer.
• In this webinar we will hear from Master Trainer Becky Wagstaff.
• Becky Wagstaff, Chief Learning Designer, Master Trainer

Initialism for Crucial Conversations® for Mastering Dialogue. For internal use only.

Capitalize and italicize. Do not capitalize the.

• Joseph Grenny is the coauthor of four New York Times bestsellers.
• Our recent article on political disagreement was published in the New York Times.

Use on-demand when specifying what kind (adjective).

• You can attend the on-demand course with me.

Use on demand when specifying how (adverb).

• The course is available on demand.

Capitalize both parts of hyphenated compound when adjective form appears in title case.

• See All On-Demand Courses

Capitalize only demand when adverbial form appears in title case.

• Attend a Course on Demand in 2023

Do not capitalize as part of course name.

• The Crucial Conversations® for Mastering Dialogue on-demand course was a great experience.

Use hyphenated compound as a standalone heading in reference to learning format (adjective).

• On-Demand

Lowercase with periods and a space beforehand. Avoid the redundant 10 p.m. this evening. See Dates and Times.

Lowercase. Source 2 of the Six Sources of Influence™.

• You can provide training to target source 2, personal ability.

Lowercase. Source 1 of the Six Sources of Influence™.

• Address source 1, personal motivation, to connect personal values to vital behaviors.

Lowercase. Do not hyphenate. You may use course as an adjective to clarify meaning.

• You’ll find your prework in the email we sent last week.
• Download Course Prework

Capitalize. For plural form, use either Quick Preps or Quick Prep videos.

• Log in to Trainer Zone and watch the Quick Prep videos.

A biennial event hosted by Crucial Learning for clients and certified trainers. Always uppercase (though not an acronym). Cancelled indefinitely in 2023.

• We hosted REACH for more than a decade.

Initialism for Strength Deployment Inventory.

Lowercase except when listed in professional signature. See “Title and Offices” in Other Styles.

• Contact your senior client advisor.
• I will put you in touch with your senior client advisor, Janice Black.
• Hello Michael, I am a senior client advisor with Crucial Learning.
• Janice Black, Senior Client Advisor, Crucial Learning

Use sign up when specifying action (verb phrase).

• Sign up for our webinar today.

Use signup when specifying what (noun) or what kind (adjective). Do not hyphenate.

• Can you direct me to the signup?
• We sent the signup sheet around the office.

Can refer to six sources of influence (countable) or the Six Sources of Influence (the theory of model). Lowercase.

• If you combine six sources, you’re far more likely to influence behavior.
• Teach your leaders the six sources, and they will be more effective.

Capitalize when referring to the theory or model. Do not capitalize the.

• We used the Six Sources of Influence to solve the challenge.

Do not capitalize when referring to the six sources as countable sources of influence.

• We applied all six sources of influence to the challenge.
• If you use six sources of influence—not two or three—you’ll see results sooner.

Struggling to see the difference? If you can replace six sources of influence with model and the sentence still makes sense, capitalize.

Shorthand for the Six Sources of Influence. Lowercase.

Lowercase. Always represent numerically; do not spell out.

• Source 1 is personal motivation.
• Let’s read about source 1, personal motivation

Lowercase. Always represent numerically; do not spell out.

• Source 2 is personal ability.
• Let’s learn about source 2, personal ability.

Lowercase. Always represent numerically; do not spell out.

• Source 3 is social motivation.
• Let’s learn about source 3, social motivation.

Lowercase. Always represent numerically; do not spell out.

• Source 4 is social ability.
• Let’s learn about source 4, social ability.

Lowercase. Always represent numerically; do not spell out.

• Source 5 is structural motivation.
• Let’s learn about source 5, structural motivation.

Lowercase. Always represent numerically; do not spell out.

• Source 6 is structural ability.
• Let’s learn about source 6, structural ability.

Lowercase. Only capitalize the branded proper noun, Six Sources of Influence.

• Applying one additional source of influence can make a difference.

Lowercase. Only capitalize the branded proper noun, Six Sources of Influence.

• We’ll need to apply several sources of influence to get everyone consulting the style guide.

Capitalize.

Capitalize when referring to the assessment, but do not capitalize assessment.

• Take the Style Under Stress assessment to see how well you handle Crucial Conversations.

Lowercase when referring to someone’s style.

• What’s your style under stress? Take the assessment and find out.

Industry shorthand for trainer certification. Try to avoid. Use instead trainer certification.

Initialism for trainer certification. For internal use only.

Initialism for The Power of Habit™. For internal use only.

Lowercase.

Capitalize. Do not precede with the.

• Visit Trainer Zone to learn more about changes to our courses.

Initialism for virtual course preview. For internal use only.

Initialism for virtual instructor-led training. Try to avoid. See virtual.

Acronym for VitalSmarts Instructional Platform that survived the company rebranding. To be replaced by the Crucial Learning Platform in 202x. Do not spell out (we are no longer VitalSmarts). Always use VIP or VIP instructional platform. Never use the VIP.

A one-hour online marketing event in which a master trainer highlights a course’s skills, learning outcomes, organizational benefits, and more. Lowercase.

• Attend a virtual course preview of Getting Things Done to learn more about the course.

Use virtual when specifying what kind (adjective).

• You can attend the virtual course with me.

Use virtually when specifying how (adverb).

• We plan to attend the course virtually.

Do not capitalize as part of course name.

• The Crucial Conversations® for Mastering Dialogue virtual course was a great experience.

Use adjective form as a standalone heading in reference to learning format (adjective).

• Virtual

Behaviors that have a direct and positive impact on results. Lowercase (except when used as part of skill name/proper noun.)

• You must identify the vital behaviors that will generate the results you want.
• The six-source model helps you identify vital behaviors.
• The second skill in Crucial Influence is Find Vital Behaviors.

Italicize. Do not italicize the.

• Our recent article was published in the Wall Street Journal.

Do not capitalize assessment in sentence case.

• Take the What Would You Do? assessment to see how well you manage performance.