Much of the language of business, design, and product development is like the language of healthcare – it is scrubbed and surgical. Not that the language of CRM (Customer Relationship Management) and MVP (Minimum Viable Product) and User/Customer isn’t useful. It is.  It also abstracts the designer from the reality of the people that they serve. Ideas are abstractions. People are not….

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↓ Transcript
Calm: "End user" is a funny way to talk about people. It's pipeline terminology! You'd think human-centered designers would use human-centered language.