Euphemisms Signal Discomfort

A euphemism is a sign that something makes us uncomfortable. Euphemisms are a means of distancing ourselves from decisions or activities that we don’t align with our values. They in turn can enable negative behaviours because they become softened through the language used to describe them.

Simon Sinek suggests that in business, euphemisms are used to discuss matters that do not align with an organization's mission, values, or purpose.



Sinek, Simon. The Infinite Game. New York: Portfolio, 2019.