At Intercom, the company has always prioritized words in their product, from blog posts and books to product marketing. However, the words within the product itself have evolved over time as new teammates bring fresh influences and communicate with a new audience. This evolution is incremental, word by word, and has led to inconsistencies in product UI. To address this, Intercom's content strategy team has been working on categorizing every visible word in their products, creating a taxonomy that provides consistency and control over how they describe each part of the system. They have also interviewed team members to understand where words originated and how they are used, leading to the development of a glossary of terms. The goal is to create a clear and intentional product dialect that guides what they build and makes their UI consistent and coherent.