Absolutely Important! The Fossilised Error That Even Advanced Students Make

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• Absolutely Important! The Fossilised Error That Even Advanced Students Make

• Quote of the day: Rob Gilbert

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• Word of the day: Gradable

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Absolutely Important! The Fossilised Error That Even Advanced Students Make

How to master gradable and non-gradable adjectives in business English

Last week, I repeatedly heard an Advanced Business English student saying "absolutely important" during presentation practice.

His English was very good with sophisticated vocabulary, complex grammar and confident delivery. Yet this single phrase revealed a fossilised error that had gone uncorrected for years, probably repeated thousands of times in conversations, emails, and presentations. Despite his advanced level, this mistake sounded natural and correct to him.

Fossilised errors are the hardest challenges in language learning because they hide in plain sight, unnoticed even by advanced speakers.

What Are Fossilised Errors?

Fossilised errors are language mistakes that have become permanently embedded in your speech patterns.

The term comes from 'fossil' which is the remains of prehistoric life preserved in rock, unchangeable and permanent. When you make the same mistake repeatedly without correction, it becomes automatic and stored in your brain alongside all the correct language you've learned. Unlike typical errors that disappear with practice, fossilised errors require conscious effort to identify and eliminate because they feel natural to the speaker.

Fossilised errors are particularly frustrating because they survive in otherwise excellent English, hidden amongst all the things you do correctly.

Why This Matters for Advanced Learners

If you're an advanced English learner, you almost certainly have fossilised errors you don't know about.

"Absolutely important" is one of the most common examples, particularly among business professionals who want to add emphasis and impact to their presentations. The mistake seems minor because after all, native speakers understand what you mean. But to trained ears, it signals that something fundamental about English grammar hasn't been mastered.

In this newsletter, we will examine this common fossilised error with techniques on how to correct it.

The Problem: Why "Absolutely Important" Doesn't Work

The problem with "absolutely important" lies in a fundamental grammar rule about adjective types.

English adjectives fall into two categories: gradable and non-gradable. Gradable adjectives (like important, interesting, or useful) describe qualities that exist on a scale. Something can be slightly important, very important, or extremely important. Non-gradable adjectives (like vital, fascinating and invaluable) describe absolute states that don't have degrees. The word "absolutely" can only modify non-gradable adjectives because it means "completely" or "100%".

For this reason 'absolutely important' is not correct (important is gradable) but you can say 'absolutely vital' because vital is a non-gradable or extreme adjective.

The Simple Test: Using "Very" to Identify Adjective Types

Here's a practical way to never make this mistake again: try adding "very" before any adjective.

If "very + adjective" sounds natural, you have a gradable adjective that exists on a scale of intensity. Something can be good, very good, or extremely good. Something can be important, quite important, or really important. These adjectives describe qualities with degrees.

If "very + adjective" sounds wrong, you have a non-gradable (extreme) adjective that describes an absolute state. You cannot say "very excellent" because excellent already means "extremely good" and is at the top of the scale. Similarly, you cannot say "very essential" because essential means something is absolutely necessary, not just "quite necessary."

Remember: if "very" works, use modifiers like "very" or "extremely"; if "very" sounds wrong, use "absolutely" or "completely."

Correct Intensifiers in Business English

Now that you understand the rule, here are the correct intensifiers to use with each adjective type.

For gradable adjectives, use:

• very, really, extremely, quite, fairly, rather

For non-gradable (extreme) adjectives, use:

• absolutely, completely, totally, utterly, entirely

Business Examples - Gradable Adjectives:

• "This quarter's results are extremely important for our future funding." ✓

• "The client feedback was very positive about our proposal." ✓

• "We need a really effective marketing strategy for the launch." ✓

Business Examples - Non-Gradable Adjectives:

• "Compliance with data protection regulations is absolutely essential." ✓

• "The presentation was completely fascinating. I learned so much." ✓

• "This approach is totally impossible with our current resources." ✓

Common mistakes to avoid:

• "This is absolutely important" → "This is extremely important" or "This is absolutely essential"

• "The results were very perfect" → "The results were absolutely perfect" or "The results were excellent"

• "The feedback was very invaluable" → "The feedback was absolutely invaluable"

Conclusion

Fossilised errors like "absolutely important" survive because they've never been corrected (blame your previous English teachers).

The good news is that once you understand the rule and use the "very test," you can catch these mistakes before they reach your clients, colleagues, or presentation audiences. Even if you've been saying "absolutely important" for years, it's never too late to break free from a fossilised error.

Practice using the "very test" and your English will become more precise, more professional, and more natural.

Quote of the Day: Rob Gilbert

This quote perfectly captures fossilised errors. When you repeatedly say "absolutely important" without correction, you're forming a habit. Eventually, that habit forms you and it becomes so natural that you can't hear the mistake anymore.

We Value Your Feedback!

Your opinion helps us improve and lets you suggest topics or ask Business English questions for future issues.

Word of the day: Gradable

Gradable - adjective (grammar term) - describing an adjective that can exist in varying degrees of intensity and can be modified by words like "very," "extremely," or "quite"

Literal Meaning: Gradable comes from "grade," derived from the Latin "gradus" meaning "step" or "degree." Just as steps allow movement up or down in degrees, gradable adjectives describe qualities that exist on a scale with varying levels of intensity.

Business English Context: Understanding which adjectives are gradable is essential for professional communication, particularly when you want to add emphasis or qualify your statements appropriately. Using the wrong intensifier with a gradable adjective (like "absolutely important") immediately signals to educated listeners that something fundamental hasn't been mastered.

Common Business Collocations:

• Gradable adjective - an adjective that accepts degree modifiers

• Non-gradable adjective - an adjective that describes absolute states

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Disclaimer:

This newsletter is for informational and educational purposes only and should not be construed as financial advice. The information contained herein is generic and does not take into account your individual financial circumstances. You should always consult with a qualified financial professional before making any investment or financial decisions.

Additionally, the authors and/or publishers of this newsletter may hold investments in securities or other financial instruments mentioned herein. These are included for illustrative purposes only and should not be taken as a recommendation to buy or sell such securities or financial instruments.