Most organizations don’t fail because of bad strategy.
They fail because people use the same words—and mean different things.
I call this semantic drift.
It’s what happens when shared language slowly loses shared meaning across leadership, teams, data, and systems. Nothing breaks immediately. Meetings still end in agreement. Metrics still look right.
But execution gets harder. Decisions don’t land. AI systems optimize the wrong things—perfectly.
I wrote Semantic Drift: The Silent Enterprise Nightmare to make this invisible failure mode visible—and to show how organizations can manage it before it becomes expensive.
If you’ve ever felt that alignment looks fine on paper but breaks in reality, this book is for you.
Top comments (0)