[Language] can serve as a medium through which we create new understandings and new realities as we begin to talk about them. In fact, we don’t talk about what we see; we see only what we can talk about. Our perspectives on the world depend on the interaction of our nervous system and our language - both act as filters through which we perceive our world… The language and information systems of an organization are not an means of describing an outside reality - they fundamentally structure the perceptions and actions of its members. To reshape the measurement and communication systems of a [society] is to reshape all potential interactions at the most fundamental level. Language as articulation of reality is more primordial than strategy. structure, or… culture.

Fred Kofman