Most corporate leaders know to avoid classic filler words like “um” and “uh”. But a subtler verbal tic is quietly eroding executive presence in boardroom briefings, keynote speeches and investor calls: “so”.
Once a simple conjunction, “so” is now the most common filler word in English public speaking, outranking “like”, “you know”, “err” and “um”, according to a 2019 study. And because it sounds more polished than “um,” it often slips past our internal filters – especially in settings where clarity and authority are critical.
You’ve likely heard it or said it yourself countless times, whether you know it or not:
“So, let’s get started…”
“So, what we’re seeing here is…”
“So, the strategy moving forward…”
And while it’s a small word, for C-Suite and board leaders, the overuse of “so” might be doing more damage than you think.
The use of “so” as a conjunction has been around since the Old English period, around 450–1150 CE. Linguists began noticing its rise as a filler word in the late twentieth century, with it typically used to initiate new topics or signal a shift in conversation.
In casual conversation, this can be helpful. Communication isn’t just about transmitting information – it also carries a social layer, reflecting the speaker’s feelings about the message, the relationship and how it might be received. In informal settings, filler words like “so” can serve several functions:
While these functions may seem harmless, the impact of filler words shifts dramatically in high-stakes environments.
As a corporate leader, your words should inspire confidence, convey clarity and enable you to lead with authority. But filler words – especially when used habitually – can subtly undermine your leadership in two key ways.
A 2022 study of filler words found that frequent use reduced the credibility of the speaker as listeners interpreted fillers as a sign of uncertainty and lack of preparation. This weakens your executive presence and the persuasiveness of your message.
The same 2022 study also found that excessive use of fillers could distract listeners from the speaker’s core message. They can lead to the audience losing interest, experiencing cognitive overload, particularly if the topic is new, or even starting to track filler words instead of focusing on the content itself.
The good news? You don’t need to eliminate “so” entirely. It’s about intentionality. Here’s how to regain control of your speech:
Filler words aren’t flaws – they’re habits you can change. As a leader, your voice is one of your most powerful tools. Use it with precision. Next time you speak, make every word count.