The name “Changing The Terms” reflects a double-barreled idea. It is, naturally, a play on words. In one sense, Changing the Terms is about changing the words used to define concepts, describe approaches, and delineate boundaries of subjects and initiatives. In another sense, Changing the Terms is about changing the rules which specify how to operate within those boundaries, how to apply those approaches, and how those concepts are to be understood. Words matter. A play on words can change the rules of the game. And changing the rules of the game can have a massive difference on its outcome. The game, in this case, is internal communication, content development and engagement, areas where both the words and the rules could stand a bit of challenge and change.