Using powerful words  to communicate direction is critical for large companies.  If this is true, then  why is Hewlett-Packard adhering quarter after quarter to using the word  "turnaround" as a key strategic initiative?
The other day I was listening to an interview on Bloomberg with Gigaom Founder Om Malik.   He quoted a strategist friend as saying "Turnarounds never really  turn."  It dawned on me that they don't turn, because that isn't the  meaning of the word.    
Turnaround ultimately means reversal. And worse, synonyms of turnaround include words such as: U-turn, annulment, backpedaling, cancellation, change in direction, doubleback, inversion, repeal, rescinding, retraction, switch, transposition, turnabout, volte-face.
Read the rest, here. This is Good.
 

