My latest IABC Independent Thinking business column is out, and the focus is on how we see ourselves and the shifting terminologies that we use to define ourselves and our businesses and the way we want our clients, customers and prospects to think of us.

There were several takeaways, but the real constant is that how you identify yourself may matter a great deal to someone else. So select your terminology with deliberation, recognize that perceptions differ, and be comfortable with your place in the business continuum.

Some really smart people weighed in on this topic, and it’s well worth the read. So go ahead, read it, and then tell me what term you use and why.

Photo by Lall (Flickr).