The problem with the word “opportunity”

I am going to launch tomorrow a new management mandate to not allow the use of the word “opportunity” when looking at performance. When our executive management uses that word they are intentionally softening accountability, masking underperformance instead of confronting it directly. Using “opportunity” to describe falling short of clear goals can come across as euphemistic or evasive. It is frustrating to me who values clear, results-oriented communication and expect acknowledgement of failure or shortfall.

I got to say, I also value the word “opportunity” when used correctly. This is a word that genuinely conveys hope, potential, and positive transformation—especially powerful in contexts like immigration, where it represents new beginnings and real possibility. Misapplying the word to maintain accountability is driving me nuts. When a manager screws up for the 5^th time or a waiter spills a drink on a customer, it is not “there is opportunity for improvement”, but a clear fuck up. Say it. Stop mincing words. Say we didn’t meet our goal or it was a shortfall in performance. Here is what went wrong and how we will fix it. There is a gap in our results, I am sorry. Acknowledge the result, use direct terms like “gap”, “shortfall”, “missed target”, “challenging” or “fuck up”, not this “opportunity for improvement” crap.

A real opportunity to me is looking at what was a $50m vineyard in California just a few years ago, but today, because of the down market and reduced consumption of wine, the reduced price of grapes in this vintage’s market, the vineyard is selling for the low price $15m. That is a steal, a real opportunity. Of course, one needs the capital and the hope that the wine market will stabilize again. One also needs the hope that there will be enough immigrants and workers in California come harvest to pick the grapes growing on the vines and that ICE has not taken the true opportunity away from them as well-- a path of legal citizenship. (But I am digress, back to my point…)

“Opportunity” should be preserved for situations that genuinely merit optimism and potential—like growth initiatives, strategic innovation, opening of new locations, getting a new job, or life-changing moments. By maintaining this distinction, the word retains the positive character and inspirational impact, rather than becoming a mundane euphemism for failure. We are changing the culture in our organization starting today, right now, where missed goals are named directly, specific actions are identified, and “opportunity” is reserved for authentic, forward-looking optimism—true upside special moments. We need kind candor when discussing our challenges and shortfalls. This is going to be the topic of our weekly management meeting. I am also reminding people to stop using “PTO” (Paid Time Off) and just call it a vacation, time off, time away, a holiday. Sick of that one too. Ok, going to enjoy the rest of my weekend, not my “PWTOBIAOS”. (paid weekend time off because I am on salary)!!!!!!!