We "solve" clients' "problems". We write "rationales". We pursue creative "strategies".
Maybe this language has a purpose. Perhaps it reassures clients there's some rigour in what we do. But it does rather tend to suggest that creativity is just a subspecies of logic; reason ground superfine.
You could almost forget to leave room for inspiration.
That's why it's nice to read this article on Beck in the Guardian (itself about an interview in Rolling Stone, which I can't find).
Apparently most of the much-pored-over lyrics on his watershed album Odelay are self-confessed "utter nonsense".
They are not considered applications of the conscious mind, carefully constructed interplays of rhythm, rhyme, meaning and allusion. They're just placeholders, scarcely thought-through ramblings that sounded good at the time.
But they're brilliant nonetheless.