If you don't explain your context, someone else will arrive with theirs

Language constantly evolves and changes. There are no universal meanings for words that we can rely on. We have to explain our context - what we mean - because if we don’t someone else is going to decide what we mean for us. Context is critical. Everyone needs it. That’s why, in the absence of a context being provided or explained for us, we have no choice but to come up with our own.

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The biggest problem facing any organisation is no one knows what to say