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Are You Hiding Behind Squishy Words? Stop.

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This story appears in the June 2015 issue of Entrepreneur. Subscribe »

is an amazing and important thing, but it's a tricky word. It's a squishy word. It's an uncommitted word—a word that can contain both results and the mere promise of results. It's a soft word. And soft words are becoming a big problem.

We're in love with soft words these days. Their softness makes them malleable. And malleable things can be stretched and squeezed and molded to contain whatever kind of effort we want. Consultant, project, approach, partnership, content. Those are all soft words.

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