Teams treat vocabulary as decoration — the thing you polish after the real work is done. A glossary at the end. A brand voice doc. Something the comms person manages. Meanwhile the actual vocabulary — the words the team uses for its core concepts in the core meetings — is load-bearing. It determines what the org can see, what it can argue about, and what it can actually do.
Change one word for a core concept and watch the strategy conversation change shape. That's not mysticism; it's infrastructure. If the word is imprecise, the thinking is imprecise, and the thing you build carries that imprecision forward.