Businesses are infamous for their rich lexicon of words to describe change: growth, revitalization, reinvention, innovation, revolution, evolution, and every manner of “do something different.” But what does all of this mean? How do these different terms work? What do they imply about the process of change? And under what conditions might they succeed? That was the question driving this tutorial. Starting with some introductory concepts from cognitive and linguistic anthropology, we took a pass at the conceptual models underlying some of the more popular terms in this vocabulary. We presented three – Growth, Disruption, and Innovation – while the tutorial participants completed four additional ideas: Pivot, Lean, North Star, and Unify.