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Why is it so important for tech professionals to share a common language? Zelizer says tech companies pay marketing departments millions of dollars to create new, fancy names for their technology. Zelizer is an expert in cloud computing and medicine. He says the tech world needs to prioritize communication that utilizes a common, primary language to avoid confusion and errors can easily occur in the tech space. Zelizer writes that in medicine, doctors and nurses would refer to the drug by its generic name, atorvastatin.