Never in recent memory has language, messaging and marketing mattered as much as it does right now. Public trust and confidence are at an all-time low. Terms like "diversity'" and equity" politicize and polarize an already divided population. Individuals and corporations are finding themselves canceled by asserting what was once fully accepted and acceptable messaging. And you don't get a second chance or do-over any longer. This timely session will explore the new language (and visuals) of America in 2025. From reputation management to image projection, from family businesses to multinationals, from business start-ups to century-long legacies, you'll learn the precise (21 to be exact) words to use, the words to lose, and the words never to be spoken again.