Language changes constantly, and sometimes for no apparent reason. Have you noticed fewer people have been "calling" you? Instead, they've been "reaching out." But then folks who would have called to talk weren't merely "reaching out" to talk anymore; they were "reaching out" to "dialogue" with you. And then, just as you were getting used to people "reaching out" to you, they stopped. Next, they were "pinging" you. And all of this without your permission!

So, why do many of these "pingers" and "reachers" contact you? Because they want to be your "partner." We live in a world where "vendors" have become an endangered species. Before you start cheering, let me explain–all the "vendors" have become "partners." This then raises the question: Is this only another language change, or does this indicate something?

At least two things readily come to mind. First, it suits the vendor's purposes to become a partner. Partner is a term of affiliation. The adjective that often precedes partner is "trusted." Thinking of a vendor as a partner may encourage carriers to feel more comfortable and less skeptical of the entity that wishes to sell them some product or service. Second, and conversely, the term actually is appropriate in many circumstances and connotes the kind of relationship required for the successful implementation and long-term support of mission-critical services and products. The reality is most major acquisitions in the technology space usually entail a significant ongoing relationship between a carrier and a vendor that should be nurtured by trust, performance, and delivery.