Costly choice of words...

Back in November, a Park City mayoral candidate ran on the slogan “Park City, Planet, Profit, People” which was a take on the popular triple bottom line (TBL) approach that takes into account social and environmental performance in addition to financial performance.

This was created in 1981 by John Elkington,. The problem with that formula, when it's moved out of a strict business context, is that “Profit” sounds a bit crass, which I told that candidate. I suggested “Prosperity”instead.

Yet, he declined, saying it was too late in the game and that he was “recycling” older campaign signs. He lost the election and proved that a poor choice of word never fails to be costly...