It's Okay to Say "Cheap" (but only in the LCOL culture)

The buzzy way to refer to frugal lifestyles is "LCOL." That is in contrast to "HCOL" ones. 

However, at this time of raw angst about money and the fear of actually becoming homeless even the most linguistically sensitive are defaulting into using the term "cheap." 

For example:



It is cheap to live in northeast Ohio where even access to the lake and its beaches are free and that includes the parking. This isn't Long Island. 



There are also the situations when folks gush about my cute little Smart Car. What I come back with is:

It is cheap to run - 40 miles to a gallon. Parts are cheap too. The new hood was 200-something. Peanuts.

However, in much of professional services, despite the slowdown in a large number of practices, there is no concept of "cheap." That would denigrate the branding.

At Boies Schiller law firm David Boies charges a bit more than $2k per hour. Not cheap. The Kirkland & Ellises, Skaddens, Paul Weisses and Cravaths require high fees in order to maintain the level of Profit Per Equity Partner to prevent talent flight. With lifestyle creep pervasive among the top players in professional services there can be no mindset of cheap anything. That would be repulsive.

BTW, job searchers are waking up to the reality that if they apply in LCOL locations they have a better shot at being hired. The crude joke here in Northeast Ohio among those who landed on their feet after a period of unemployment is:

We're here because no one else wanted to come here.

Yes, America could be fragmented into two cultures. There are those of us who are embracing a minimalist way of life. And there are the HCOL tribes. The linguistic sets are different. 

I help with all your communications. That ranges from coaching to strategy and research to writing and editing. Complimentary consultation. Please contact Jane Genova at 203-468-8579 (texting and phone) and janegenova374@gmail.com.



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