Debate has occurred around the world about just what to call this approach. Although this might seem
trivial at first, it is actually quite important. The reason is that the right terminology is needed to communicate
the concepts to the public and in particular to industry executives. Experience clearly shows that executives
respond to words or phrases that imply profits or better business management, and do not respond
well to words or phrases that imply actions motivated by anything other that business reasons. If we want
to communicate to industry, we have to use words they are willing to hear.