> People often conflate "leadership" and "management".
One of the hallmarks of a flopping company is when they start calling the managers "leaders", as though the label would create credibility or legitimacy beyond their managerial authority.
I've found that's true for almost all naming and branding. If you have to try to improve the name of a company/product/job, it probably wasn't a very good company/product/job to begin with OR the name is overly aspirational and the reality is the opposite of what you're trying to name it.
secretary --> executive Assistant
waiter --> server
garbage man --> sanitation engineer
janitor --> custodian
Any company/product that has the word "best" or "fast" --> Not the best or fastest at all
One of the hallmarks of a flopping company is when they start calling the managers "leaders", as though the label would create credibility or legitimacy beyond their managerial authority.