This year I’m going to be writing a lot about how to write the web better. I’ll have a focus on research, content design, UX writing, newsletters, articles, blogs. Some of this will be based on business, some on not-for-profits, some on creativity. Business particularly is saturated with metaphors from war and sports. I’m not anti sports (though I am anti war). Sports are great, I guess, though I have never really supported a team, or participated. For a while I did some running and triathlon, but there the competition was me, and the clock.
I believe that life’s too short to want to win against anyone. Maybe that makes me a pushover. Maybe that makes me nice. I’m very lucky to have been born to nice white parents with middle class aspirations.They went to worship their god, and so did I for a while. I love the societal aspects of religion (in spite of being a loner in many ways). In any case I haven’t had to struggle much in my life. I’ve always had food, always a roof. Sometimes thanks to people who were living their religious beliefs.
I’d like to run another successful business. But too much of what I see is about goals and missions and targets. Winning, beating the competition. But what if I could just make the world better than when I arrived in 1965? What would that look like?
So as I write about writing the web better, I’m going to remove all those words with their roots in war and sports and religion. No goals, no targets, no aims, no missions. No winning, beating. Instead I’ll be using words like intent, purpose, and
objective. Achieve, accomplish and the prosaic, get.
And I have work to do here. Look at the etymology of the word objective:
Meaning "goal, aim" (1881) is from military term objective point (1852), reflecting a sense evolution in French.ww