From 1789 until 1947 the department responsible for the operation of the United States Army was called the War Department. In 1947, it was renamed the Department of Defense.
Play along with us on this little turn of words, if you will, and ask yourself which you’d rather support with your tax dollars: a war department? Or a department of defense?
See the different feelings these two names for the same thing evoke? It’s much easier to rally support for defense then war. And so we see yet another example of how much a word matters in evoking a desired response.
What words in your business might need rethinking?