Words Matter; Choose Them Wisely

A recent article over at Apple insider reveals the following about how Apple carefully crafts the words that they use throughout their business:

In keeping with a positive theme at Apple’s retail stores, those who hold the title of “Genius” are reportedly told to say “as it turns out” rather than use the word “unfortunately.” This choice of language is intended to sound less negative when a Genius cannot solve a customer’s problem.

A wise choice.