Plus ca change
Why do some buzz words embed themselves in our vocabulary while others slide past the window with just a short burst of fame? Some take a long time to leave. Let’s hope “paradigm shift” and “no-brainer” are nearing the end of their useful life.
Words that get traction align with our natural instincts. Fashionable buzz words are not new ideas. They get traction because they embrace the things we instinctively do best.
Instincts are there to preserve and propagate the species. One is to form communities because, collectively, we have a better chance at survival and prosperity. No surprises that “collaboration” has got traction.
Ditto our ability to organize. The desire for food has fashioned agriculture. We no longer just kill things; we also grow them. We embrace agriculture because it underwrites our future. We instinctively know that “sustainability” is good.
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