ABSTRACT
In engineered organisations, language is used to motivate and control. In progressive organisations, there is a conscious focus on language as the means to a rich, nourishing culture in which innovation and creativity can thrive. The creative role of language is to open up minds, introduce new thoughts and stimulate new conversations. A better use of language is the way to reduce communication friction – the thousands of misunderstandings and misperceptions that prevent the organisation from performing as well as it might.
