Your organization probably has one.
You may even have notebooks full of them.
They are “the words we never use when we talk about our __________.”
(Product, service, company, employees, tool.)
I get it. I do.
You have good reason for never wanting to use those words.
But what if, just maybe, one of those words you never use is actually the perfect word?
Fresh. Concise. Immediate. Visual.
Maybe times have changed enough that the word doesn’t mean what it used to back when it landed in the Book of Forbidden.
Semantics do evolve.
Maybe that word needs to be released.
Take a look at it. Write it down. Put it in a comp. Look at it with fresh eyes.
Let it breathe. Try it out. See how if feels. Test it.
You never know.