Since college Ive been fascinated by the influence that language holds in shaping the direction our world takes. From provincialism to pluralism, we all hold beliefs that we express through language spoken or otherwise. Most relevantly, the lexicon of industry-specific communication can often become a bit confusing, with new euphemisms arising all the time in order to redefine or create whole new categories of ideas. To those who dont deal with them everyday or may be new to the field (like me), hearing new terms and trying to understand their implications is often an opportunity to grow. By doing so, we enable the ability to engage in meaningful exchange and debate, and develop the capacity to challenge our previous ontologies. The Adirondacks themselves have their own language, as expressed in the rich cultural heritage of its communities. Given that over the past two hundred years primary industries have shifted from forestry and mining to a destination for travelers, our glossary today might seem to our predecessors as foreign as some obscure, long extinct dialect. One recent term that weve been kicking around the office is Tourism Engineering. Does this mean weve become the newest hotspot for MIT grads? The first time I heard this I thought, Silicon Valley with Adirondack Chairs! Not quite. Tourism engineering refers to a destination like ours that is seeking a strategy to serve multiple constituencies in the most constructive manner. Engineering the destination not manipulating looks for the strengths of the community involved and focuses on how they are best able to capitalize on them in order to achieve a set of economic, environmental, and social goals, to name a few. The Bureau is always looking to find solutions to the questions that our local tourism industry faces daily. As these challenges shift, our paradigms and subsequently, language, shift with it. In order to stay on top as we move forward, we as a unique destination community need to focus on the most important aspects of what defines us after all, how we influence perceptions of our community to the rest of the world is entirely our responsibility.