Michael Lissack
across all contexts and "edge language" that could appropriately vary for different stakeholders and services. • Pilot-Based Terminology Development : Before rolling out new terminology across their organization, they tested language in limited contexts, gathering feedback about comprehension and effectiveness before wider implementation. • Narrative Alignment : They created explicit narrative connec- tions between established and emerging language, helping stake- holders understand how new terminology related to familiar con- cepts rather than presenting it in isolation. • Communication Training : They invested in practical training that helped customer-facing teams navigate linguistic evolution effectively, focusing on how to translate between established and emerging terminology based on customer context. Results: This structured approach enabled Mastercard to evolve their linguistic framework to reflect their expanded capabilities while maintain- ing connection to their established identity. Their success demonstrates how organizations can manage linguistic evolution without creating dis- ruptive discontinuity. Common Success Patterns Across these cases and others we've studied, several patterns emerge that characterize successful navigation of linguistic change during digital transformation: 1. Explicit Rather Than Implicit Management Organizations that successfully navigate linguistic change treat it as a specific aspect of transformation requiring dedicated attention rather than as- suming it will resolve itself organically. 2. Practical Rather Than Perfectionist Approach Successful ap- proaches prioritize practical communication effectiveness rather
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