We call it ‘mission’, when actually we want to say “this is why we show up”.
We call it ‘core values’, when actually we want to say “people in our company do things like this”.
We call it ’tone of voice’ when actually we want to say “people in our company say things like this”.
We call it ‘channel’, when we actually we want to say “carrier of our story”.
We call it ‘reach’, when actually we want to say “people we confronted with our story”.
Buzzwords. We say that, when actually we want to say “ribboned garbage”.