The Resolution Lies in Common Language - Deepstash
Ultimate Guide to Reducing Churn

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Ultimate Guide to Reducing Churn

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The Resolution Lies in Common Language

The only proven way to fix this problem is to intervene at step one, via common language. This may seem like a daunting task — after all companies have thousands of terms in their vocabularies.

The good news is that focusing first on a small subset of terms that align with the key concepts that bind the company together makes the task manageable. Our experience shows that no more than 150 such concepts are sufficient to transform the entire company. A smaller transformation project, such as adding a customer-facing app, may require as few as half a dozen.


38 reads


Technical Debt

technical debt is the result of shortcuts — choosing quick fixes over a long-term investment — it causes plenty of problems in the here and now. It adds enormous friction any time people need to coordinate work together across silos.

Technical debt grows as departments adopt increas...


129 reads

An Insidious Dynamic

The seeds of technical debt are sown as businesses grow, change, and innovate, naturally leading teams and departments to develop and adopt new, increasingly specialized business language to help them do their work efficiently.

This may not have presented much of an issue when the company...


70 reads

The Three Factors Combined

People do a lot of work to accommodate the disparate systems: Business departments develop work-arounds and IT crafts custom interfaces to connect these systems. These measures add complexity; though without them, systems simply would not work.

The totality of this technical debt — ...


68 reads

Data Models

To automate their work, departments use databases, computer systems, and applications, which employ data models and databases to capture and lock in the business language of their users.

While automation can help each department boost efficiency, it can also mean that th...


62 reads

Don’t Underestimate the Effort Required

Common language and data models provide an architecture that guides further technological development.

Developing these underlying concepts, gaining agreement on them, and using them going forward is hard work. It requires committed leadership and a powerful coalition of people with divers...


26 reads

Designing Key Terms

The secret to resolving the conflict lies in recognizing and clarifying the underlying concepts:

  • First, treat “prospects,” “signers” and “responsible payers” not as tangible things, but as roles played by one or more persons or groups of persons (e.g., organizations).
  • Abstract ...


30 reads

Developing The Common Language

A senior leader must assemble and manage a diverse team to get the work done, including:

  • Conceptual thinkers who can uncover the key concepts cited above.
  • Skilled, business-savvy writers who can put those concepts into easily-understood, precise language.
  • Negotiators wh...


34 reads

The Language Inconsistency

The Language Inconsistency

Over time, departments develop their own languages. While sales, marketing, and finance all talk about “customers,” they likely don’t mean the same thing.

For companies embarking on a digital transformation, these language barriers that grow up between departments are a problem — one tigh...


267 reads




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There are five core concepts to keep in mind as you think about the second half of your career:

  • The entrepreneurial mindset : Your life is not to be sold to a person who can give you a monthly paycheck (however large it is) but has to be moulded and perfected so that...


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