Michael Lissack
This alignment manifests when organizations:
1. Choose language that genuinely reflects their actual values and practices rather than aspirational claims disconnected from reality 2. Align internal and external communication rather than maintain- ing separate linguistic worlds for different audiences 3. Develop language that enables rather than constrains appropriate adaptation to different contexts and needs 4. Create linguistic practices that empower diverse voices rather than imposing artificial standardization 5. Evolve language intentionally rather than allowing it to develop haphazardly or remain rigidly fixed When organizations approach language with this level of intention and responsibility, words become powerful tools for creating coherence amid complexity rather than sources of confusion or manipulation. They develop what linguist Kenneth Burke called “identification”—the capac- ity for language to create genuine connection among people despite their differences. In today’s digital environments, this capacity for linguistic alignment represents one of the most significant yet underappreciated leadership responsibilities. The organizations that thrive will be those that recognize language not merely as a communication tool but as a fundamental shaper of individual experience and collective capability—a living resource that requires continuous attention, intention, and care. Conclusion: Words That Create Worlds As we’ve explored throughout this chapter, the relationship between language and coherence has transformed dramatically in digital environ- ments. The boundaries between internal and external communication have blurred. The channels through which language flows have multiplied.
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