WIthin the English language there are lots of anomalies – words are spelled the same but with different meanings and pronounced differently. Minute can refer to time or size. It gets really confusing when some starts talking about a minute (small) amount of time. The ‘ea’ sound can be an ‘a’ like in steak or an ‘e’ like in steal. The way we know meaning and pronounciation is by the context.

Context is critical to understanding the terms being used and how to apply concepts. Ideas and frameworks need to be contextualised to a specific location, team, culture. A one size fits all approach rarely works. This is true in language and also digital transformation.

How does your context affect the approach to the change you seek to see?

Photo by Raphael Schaller