A generally good reminder about speaking from and to context:
“… By distinguishing these languages and the needs that they serve, certain kinds of confusion may be avoided.
The Inward language is the way that those at the heart of a project make sense of what they are doing, the way of seeing the world that makes it possible. It may be a complex model of how things are and how they could be; it may be entirely intuitive and largely unspoken. It is a creative, living language. Over time, it comes to include the shorthand expressions and the charged words that build up among a group of people working together to bring about or sustain something that matters to them deeply.
The Upward language is the language of power and resources: the language of funding applications, the language of those who are in a position to intepret regulations and impose or remove obstacles. It is not a reflective or a curious language, it is a language of busy people who make decisions without having time to immerse themselves in the realities their decisions will affect. It is an impoverished language and when you have to describe what you are doing in its terms, you will feel that something is missing. You need a guide who is initiated into the relevant version of this language, who knows which words currently act as keys to which doors, what you have to say to have a decent chance of the gatekeepers letting you through. Yet even inside these institutions, you are dealing with human beings, so if you can allow glimpses of what matters about your project to show through the filter of keywords, it may just make a difference.
The Outward language is the language in which people who meet your project at ground level, in the course of their everyday lives, start to talk about it. It’s the language in which you can explain it to your mum, or to someone you just met in the pub, and realise that they get it — not that they have understood everything about what you’re doing, but that something here makes sense and sounds good. This is not about how your project works, it’s about what it does. In the corporate world, money is spent on people who are good at spinning words to create an Outward language for a product or a service or an organisation — much of advertising and public relations is about this — but the results usually have a synthetic aftertaste. You may get advice to try to imitate these publicity processes, but this is probably best ignored.”