CHAPTER 6
New Vocabulary for the New Normal
Still talking about the “new normal?” Forget it. The term du jour is normalization of deviance, by which unexpected and risky events appear as ever more normal—until a disaster occurs. Insensitivity grows over time because disaster often does not happen until other critical factors align. We can thank analyses of the Challenger and Columbia space shuttle failures for the wording, but it is just the beginning of novel terminology applied to markets and corporate life.
New language brings new definitions, and definitions change the topology of influence. They constitute the foundation of government and corporate policy. Language is the life blood of stories, and its emotional trappings are channels through ...
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