02. Work isn’t war

00.: Start here

Corporate language is filled with metaphors of war. Companies “conquer” the market, they “capture” mindshare, they “target” customers, they employ a sales “force”, they hire “head-hunters”, they “destroy” the competition, they pick their “battles”, and make a “killing”. That’s an awful paradigm and we want nothing to do with it. Work isn’t war. We come in peace.