... ■Preventing Message MistakesFew words — indeed, few messages of any kind —whether in politics or in the business world, are ingested in isolation. Their meanings are shaped and shaded by the regional ... ■Old Words, New Meaning The definitions of words change with the generations.Americans are constantly creating new words even asthey give old words new meanings. To create words that work, ... Something New. In plainEnglish, words that work often involve a new definitionof an old idea. At a time when cars and the promotionof them were expanding in size, Volkswagen took exact-ly the...