It is what it is…except when we don’t know what it is. Is a project plan a one page graphic or 1,000+ lines of linked activities? Is a fitness plan a five minute video, a meal kit, or a holistic package of things? What does a company vice president do? (Hint: it depends.) What does expensive mean? What is the definition of fair share? What does a proposal, a business case, or a deliverable actual entail? If we’re not speaking common language, it’s hard to have a productive conversation.