What role does language have in dictating the way we talk and think about the future – and present – in museums? Does talking about the future hold museums back in the present? Do terms like “innovation” and “forward-thinking” actually promote the behaviours they connote? In this episode, the Punks talk to Colleen Dilenschneider, Chief Market Engagement Officer for IMPACTS, and Jeff Grabill, Professor of Rhetoric and Professional Writing and Chair of the Department of Writing, Rhetoric, and American Cultures at Michigan State University, about language, rhetoric, and the power of words in creating our world.