Careful With Terms

Alexander Lyadov
2 min readApr 12, 2024
Pieter Bruegel the Elder (1563)

The philosopher Thomas Kuhn gave me a valuable insight. A science thrives only when its community embraces one paradigm. Compare physics and psychology, for instance.

What this means, among other things, is folks don’t need to argue over basic concepts’ meanings. Scientists can laser-focus on the real meaty issues. No wasting energy.

Imagine a firefighting squad where one shouts “hose,” another “pipe,” and the third “trunk.” With seconds ticking, from misunderstanding to tragedy is but a step.

Out West, a perilous trend’s brewing — some forces blur or swap the meanings of accepted words. No wonder “Civil War” just hit US theaters.

It’s the same biblical story. People were filled with pride and couldn’t construct their grand tower. They stopped understanding each other because God made them speak in different tongues.

If you’re the CEO, notice how managers in different departments call the same things. You know what to do to cut friction. A tiny change has a massive impact.

Sincerely yours,


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Alexander Lyadov

As a business therapist, I help tech founders increase the value of their business by unlocking the potential of their personality.