Presentation, Not Content
Presentation is at least as important as content and don’t let anyone tell you otherwise: words matter, deeply and importantly. Just not in a very nice way.
Whatever we do we accompany with a logic of self-justification which is frequently built on an architecture of euphemisms designed to support such behaviour, no matter how immoral and unethical it might be. This is part of a psychological process known as moral disengagement, and is key to understanding why corporations go bad and their managers believe they’ve done nothing wrong.