There is this progressive devaluation of language, as in “innovation” and “collaboration.”
Organizations look to others and seek to emulate their success. They cloak themselves in the terms that others use, but do not look critically behind them to understand how they achieved their value. Colloquial use makes the terms, then, cheap, irrelevant, meaningless.
Carefully observe and assess the behaviors that characterize the terms in order to sustain their meaning – and their motivation – in your organization.