Richard Farson (1926 - ) is American psychologist, author, and educator. He cofounded the Western Behavioral Sciences Institute and has served on the Board of Directors of the American Institute of Architects and as a Senior Fellow on the Design Futures Council. Mr. Farson has had a lifelong interest in design and his 2008 book, The Power of Design, is one of my favorites.
When I work with leaders on sensitive matters, this particular quote always comes to mind:
I tell my clients to be careful with the words they use.
They carry power and meaning.