Our why.

A few thousand years ago, if you used the wrong words, you were risking being put to death. If you said the wrong thing about those in charge, it came with consequences. Good, bad, right, or wrong, there was a single version of the truth and what certain words meant. Unfortunately, in some places, that's still true; however, it's far less true than ever before. 

In the places we are afforded the freedom of our words, it comes at the cost of the potential for miscommunication with ourselves and others. The more complex the world becomes, the more important it is for us to be precise with the words. Historically we had to be accurate to power. Today, we have to be accurate to reality – the truth as we perceive it to be.

To avoid that confusion with ourselves and with you, we are defining words here on [ fuhk-uhm ] because we need to start from the same place of understanding of what the words mean.