Kenneth Burke's notion of "Terministic Screens", where our claims, interpretations, and orientations constitute `conceptual fabrics' that weave together contingent sets of beliefs and social practices, is significant to any organization that is committed to effective change management. For example, even the phrase "effective change management" frequently constructs an interpretation of challenge, where a problem must be controlled ... the proverbial taming of the bucking bronco of progress. Shall we, instead, use a phrase such as "progress fast-tracking" or "rapid innovation adoption"?

The opportunities of the present can, and will, manifest themselves precisely as we language them.

"As we meet new challenges that echo the past," writes Ross Wolin, "Burke's inquiries into meaning, orientation, faction, communication, and rhetoric are as urgent today as when Burke raised them long ago and for decades after."