Language matters. It’s as much about the words we use, as it is about what those words reveal about how we think. There’s an entire branch of linguistics devoted to this topic. It’s known as Cognitive Linguistics (Evans & Green, 2009; Ungerer & Schmid, 1996). One of the oldest and most accessible frameworks in Cognitive Linguistics is called Conceptual Metaphor Theory (Lakoff & Johnson, 1980). The idea is that human language is structured by a set of basic embodied concepts (Johnson, 1990; Lakoff & Johnson, 1999). Let me illustrate. A phrase like ‘higher education in further education (HE-in-FE)’ is a container metaphor.