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People like their own words. They don’t like to be forced into the hell of words they don’t own. So, as a software developer I’m constantly learning other peoples words. I have found software that speaks in the user’s vocabulary is easier for the user to learn and use. There is less resistance for adoption because it is less work for the user to operate. Don’t call an aircraft a unit nor an article a content item. Talk their lingo. Make your software configurable to talk to users in their tongue. Learn the language yourself. You’ll have a more effective system that is cheaper to deploy and support.