Of word-hoards and whale-roads: The power of a well-chosen phrase

The English language is a millennium and a half in the making, with roots to be found as far back as the fifth century. While the phrase “Old English” may evoke “thous” and “thines,” these seemingly old words are actually considered Modern English. Though true Old English might sound even more foreign to a twenty-first century ear, it’s really not so far from English as we know it today, with early iterations containing contemporary cognates (cwen and “queen,” for instance) and many of the same conventions that we still employ. One such convention is the use of figurative language, which occurs frequently in Old English classics. Beowulf, in particular, contains a slew of “kennings”—metaphorical phrases used in place of common nouns to be more descriptive or accurate.

These kennings—such as goldwine, or “gold-friend,” to mean “king”—transform overused words into interesting verbal tidbits. They might therefore serve as a source of inspiration for writers and thought leaders living in today’s world, in which we so often rummage through bargain bins of tarnished jargon and trite verbiage rather than stopping to think about what we actually want to convey. Such lackluster language muddles prose like linguistic red tape and can bog down thought leadership that might otherwise be brilliant.

Below are some Beowulfian kennings that elevate this epic piece and that can inspire those of us who live in the language of thought leadership.

Wordhord – “word-hoard”

“Him se yldesta / ondswarode, / werodes wisa, / wordhord onleac …” (Beowulf, lines 258a–9b)

“To him the stateliest spoke in answer; the warriors’ leader his word-hoard unlocked …”

Here, Beowulf, a master of well-timed words, addresses the coast guard of King Hrothgar, leader of the Danes. In order to justify his presence in Danish territory, Beowulf must first unlock his “word-hoard”—that is, his vocabulary. The writer paints a picture for us in which Beowulf dusts off the treasure chest of his mind to find the right tools to verbally destroy the upstart guard. This image gives further weight to a pivotal point in the story and accurately describes the internal action of the hero.

Hronrade – “whale-road”

“… weox under wolcnum / weorðmyndum þah / oð þæt him aeghwylc / þara ymbsittendra / ofer hronrade / hyran scolde / gomban gyldan …” (Beowulf, lines 8a–11a)

“… he waxed under the clouds, throve in honors, until to him each of the bordering tribes beyond the whale-road had to submit and yield tribute.”

This passage describes the exploits of Scyld Scefing, who was the mythical king who founded the Danish nation. He was such a successful king that even tribes beyond the “whale-road”—that is, the ocean—had to submit to him. The poet could have merely stated that tribes across the ocean paid tribute to this king. Instead, they chose a kenning that both vividly depicts and accurately conveys the information.

Banloca – “bone-enclosure”

“… ac he gefeng hraðe / forman siðe / slæpendne rinc, / slat unwearnum, / bat banlocan, / blod edrum dranc, / synsnædum swealh …” (Beowulf, lines 740a–3a)

“Straightaway he seized a sleeping warrior for the first, and tore him fiercely asunder, the bone-enclosure bit, drank blood in streams, swallowed him piecemeal …”

This gruesome section describes an attack by Grendel, the troll terrorizing the Danes, as he eats a Danish soldier. The poet writes that the monster bites the soldier’s “bone-enclosure”—his body. Here, the body is viewed through a more literal—and therefore more descriptive—lens, thereby molding a mundane word to fit the grisly context of being ripped apart. At the same time, the poet defamiliarizes a common concept to compound Grendel’s otherworldly monstrosity.

Heaþoswata – “battle-sweat”

“… þa þæt hildebil / forbarn brogdenmæl, / swa þæt blod gesprang, / hatost heaþoswata. / Ic þæt hilt þanan / feondum ætferede …” (Beowulf, lines 1666b–69a)

“That war-sword then all burned, bright blade, when the blood gushed over it, battle-sweat hot; but the hilt I brought back from my foes.”

The theme of battle and violence runs through a majority of Old English texts, from epics such as Beowulf to Christian texts about the Crucifixion. In this passage, Beowulf depicts his battle with Grendel’s mother, an even fiercer figure than Grendel himself, in which he slays the villain with a magic sword found in her chambers. He describes her “battle-sweat”—or rather, her blood—as it coats his weapon. Given how ubiquitous battle was in Anglo-Saxon literature, it’s no surprise that the author would choose to employ a kenning when referencing something as commonplace as blood, and they do so in a way that is figurative and also recasts the substance in a different, more specific light.

*****

These days, descriptiveness and accuracy play second fiddle to conveyor-belt lingo. And though I’m not suggesting the insertion of kennings into the world of business—exciting as that may be—I do think thought leadership has a thing or two to learn from the inventive language of yore.

Privacy Policy:

1. Introduction
LEFF is committed to protecting your personal data. This Privacy Policy explains how we collect, use, and share your information when you interact with our website, services, and communication channels.

2. Information We Collect
We collect personal data that you provide to us, such as:
// Contact Details: Name, email address, phone number
// Business Information: Company name, job title, industry
// Message Content: Information included in messages you send us

3. How We Use Your Information
We process your data for the following purposes:
// To respond to inquiries and provide requested services
// To improve our services based on user feedback
// With consent, to send marketing communications related to our products, services, and industry insights

4. Legal Basis for Processing
We process your data based on:
// Consent: Where you’ve opted into marketing communications
// Legitimate Interest: When processing is necessary to respond to inquiries or improve services

5. Data Sharing
We do not share your personal data with third parties unless required by law or necessary to fulfill your request.

6. Data Retention
Your data will be stored securely and retained only as long as needed to fulfill your request or comply with legal obligations.

7. Your Rights
You have the right to:
// Access your personal data
// Rectify inaccuracies
// Request deletion of your data (under certain conditions)
// Withdraw consent for marketing at any time

8. Data Security
We implement appropriate technical and organizational measures to safeguard your data.

9. Changes to This Policy
We may update this Privacy Policy from time to time. Any changes will be posted on this page.

Contact Us
If you have questions or requests regarding your data, please contact us at wordpress@leffcommunications.com.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

VP, sustainability group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

VP, marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

VP, client strategy and operations

Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

Founder and President

Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.