Why market ”penetration” closes your mind

The words we use reflect our differences in attitude and strategy.

A lot of business lingo tends to use phrases from warfare, and of course one would such phrases, if that’s how you see the game.

In a we-economy, where business involves more stakeholders, and co-creation and participation from users, the metaphors from war seem misplaced, and using them is likely to close your mind to the potential of creating value in collaboration.

ME	WE
Penetration	Acceptance, take up
Target	Address
Consumers	co-creators
Audience	Participants