Harmful words we need to stop using in our business
or why the language we use in business (and everywhere else) matters
There are dozens of words and phrases in the English language that are rooted in racism, colonialism, and patriarchy. Using these words in our businesses can cause harm to our communities and exclude others. Being aware of and open to learning about language is a small, yet important element to be aware of when creating communications for our businesses.
But before we review the below list of words and phrases, I want to acknowledge that there can be a lot of resistance to changing the language that we use. Sometimes we are accustomed to using phrases and struggle to find other ways to communicate a concept or idea. If you are feeling some resistance, consider that learning takes time and change is a practice. As a white, settler folk it’s been helpful to really accept that I’ll probably get it wrong from time to time. And there’s always an opportunity to apologize and try again.
Below I have included some alternative words and phrases that you can experiment with in place of the problematic words listed. Please note this is in no way a comprehensive list. It’s primarily made up of words and phrases that I witness being used by folks in marketing, communications, and social media. Let’s try and do better together, shall we?
This compilation of words, and their alternatives, comes from a few sources, which I’m linking below:
Alternatives and Substitutes for Appropriative or Problematic Language
Guru
This word is often thrown around by folks when attempting to describe someone who is an expert on a particular subject. I’ve noticed that it’s often used in a derogatory or negative way that suggests the person's expertise is questionable or problematic. It’s often used in lower case with quotation marks, rather than sentence or first-person case in which the G is capitalized.
Using this word is cultural appropriation. Its roots are in Buddhism and Hinduism, and while it does loosely translate to teacher, sage, or leader from Sanskrit, when translated from Gurmukhi it loosely means ‘one who dispels (ru) darkness (gu)’. It is a sacred word in both Sanskrit and Gurmukhi.
Words that can be used instead: Sage, Leader, Teacher, Wise One, Guide, Expert.
Tribe
This word is often used when folks really want to refer to their community, their people, their customers or their audience.
Indigenous communities and leaders across Turtle Island, now known as North American, have asked that non-Indigenous folks stop using this word unless referring to a specific tribe.
And, yes, even if you are of Celtic descent, it’s not okay to use this word unless you are in fact referencing the exact tribe to whom your people belonged. If that’s the case, please indicate the tribe and have the integrity to have done the research and connected with that part of your lineage.
In essence, tribe is not okay to use, and incorporating community, people, group, team, hive-mind is actually more clear and more specific.
Masculine/Feminine
Lots of folks in the wellness and spiritual world use these terms when referencing opposing yet complementary energies. The issue with these words is that they are binary and non-inclusive. It dismisses those folks who do not identify or do not feel they embody a binary way of being.
So, while there’s value in discussing opposing or binary energetic states, using more inclusive language and being more specific when discussing those energies will help audiences better understand your reference and create space for all identifications of human gender to relate.
It’s not simple in this case to suggest a single phrase or word in place of masculine and/or feminine because there is a culturally assumed understanding of these words, which is based in colonial thought. There is greater clarity in using opposing words to express a binary thought that isn’t rooted in gender so as to more clearly articulate the opposing or complementary thought or idea. Some of those might include:
Soft versus hard.
Light versus dark.
Easy versus difficult.
Rest versus action.
When we use masculine/feminine we presume that certain qualities are associated with certain genders. This association is incorrect and damaging.
And no, Ying and Yang are not acceptable substitutes.
Pow-wow
This phrase is no longer an appropriate way to describe a gathering of people to share ideas, resolve issues, or brainstorm. A Pow-Wow has nothing to do with how this phrase has been appropriated by non-Indigenous folks. A Pow-Wow is a sacred gathering of community for Indigenous and First Nation people.
Words or phrases to be used instead are brainstorm, têtê-a-têtê (French for head-to-head), or caucus. Being specific in these instances can help with both clarity and minimizing harm.
Blindspot
Oftentimes folks use this term to refer to an area in their life or business that they simply don’t understand or even ignore.
While this phrase encapsulates the idea that we can’t always track what’s taking place in our businesses or our lives, it is an insensitive and ableist term. It uses a physical disability that someone experiences as a means to illustrate a situation that has nothing to do with one’s vision.
Words or phrases that are inclusive better explain what is taking place. These might include: evasive, weakness, unaware, weak point, or as my coach says ‘dark and hidey places’.
Mastermind
This is one that I’ve personally started to wonder about and have found little online [if you have other information, please let me know].
The etymology of the word is traced back to Napoleon Hill who wrote books like The Law of Success (where ‘mastermind’ first appears) and Think and Grow Rich, and who was born and raised in Virginia in the late 19th century. Presumably, he would’ve had the knowledge and an understanding of the word ‘master’ and its relationship to enslaved Black folks across what is now called the United States.
Like many words in the English language that have racist roots, ‘mastermind’ encompasses an idea that isn’t easily translated into something else. Consider as well the term ‘grandfathered’ which is another racist word (read more about that via NPR). Both of these words contain a concept that is encompassed into a single word.
In the case of ‘mastermind’ what are we really creating? Is it a community of experts? A gathering of common understanding? A professional group? Is it a circle of wisdom? Or something else altogether? Be specific and your audience will thank you for your clarity.
Other words to remove from business language:
Sherpa - when referring to an expert guide
Ninja - when referring to an exceptionally skilled individual
Zen - when referring to calm, peaceful, quiet
If there are others that you have come across, I would love to add those to this list.
So what do we do as non-Black, non-Indigenous, and/or settler folks? Well, I think we need to be explicit about what we are really creating, articulating, and communicating.
What this means is that creativity and clarity, despite the limitations of the English language, are incredibly important. We simply can’t rely on words, phrases, and terms that are harmful, appropriative, and racist. It’s a small act of questioning that begins to shift us out of status quo thinking and into a way of being that is a little bit kinder. Is it enough? Absolutely not. Is it a valuable, relatively simple effort that we can make? You bet.
Because when we know better, we can do better.
If you’re new to decolonization and anti-racism work or want to expand your unlearning, please consider working with or learning from one of these humans. Many of them have offerings that are specific to entrepreneurs or the work environment:
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Any of her books
Desiree Adaway - The Adaway Group
Ta7talíya Michelle Nahanee - Decolonize Everything