“We can gain a lot of clarity if we insert the right words into daily conversation. ‘That’s a good college,’ is more accurately stated as, ‘that’s a famous college.’ Or perhaps, ‘That person is beautiful,’ might be better as, ‘that person is conventionally beautiful.’ So many choices and measures seem obvious. But the obvious part might come from the fact that they are simply conventional and famous, not obvious or useful.”

Seth Godin