I’m fond of the phrase “These words say this. These words don’t.” I first encountered it in the marketing of the company Pig Newton, the production company of comedian Louis C. K.

It is an appealing phrase to a writer, a reminder to keep things simple, but with an eye toward perfection. The English language has many words, many synonyms, and many ways to say things. Ultimately, using the right words to make your point—not only the meaning, but also the tone and effectiveness with which your audience will understand your message—is the key. It is akin to “the right tool for the right job,” which we often advocate for in Quality. It’s also something I’ve written about many times over the years in this column—keep it simple, stupid!

With its nod toward the positive and shake-of-the-head toward the negative, the phrase also reminds me of when you ask a young person, What do you want to be when you grow up? Some time ago, I found myself intrigued by the negative of this question. That is, that this young person finding out what they don’t want to do is just as important as what they do want to do. For instance, taking a job in retail and discovering you do not enjoy interacting with customers, solving their problems, and connecting them with the perfect product they are looking for—or didn’t even know they wanted, should guide them awayfrom careers that, in essence, entail doing just that on a daily basis.

Concentrating on the positive and avoiding the negative could be the recipe for finding the perfect job or writing the perfect column. The same holds true in the quality industry.

As Ronnie Hensley writes in “What a True Digital Twin Is—and What It Isn’t”:

“The phrase “digital twin” is everywhere these days, but it’s also widely misunderstood. Ask ten people what it means, and you’ll likely hear ten different answers. Many assume it’s simply a CAD model or a 3D scan. Those are important tools, but they’re not the whole story.

Understanding the difference matters, because when used properly, a digital twin can change how companies monitor, maintain, and improve critical assets. At the heart of a true digital twin is something more fundamental: precision measurement.”

So, check out Ronnie’s article, Michelle Bangert’s “An Economic Perspective for 2026,”  and everything else Quality has to offer this month.

Enjoy and thanks for reading!