I spent the last six years working for a large electronics retailer and most of that time was as a Store Manager. In the last year I worked there they changed the title to Store Leader to try to infuse some ownership or enthusiasm into the role. The company was constantly changing terms, role definitions and performance evaluation standards in an effort to create impactful "cultural" changes but it mostly led to inconsistency and confusion. Frequently redefining evaluative tools, job descriptions and philosophies indicates a lack of central vision and understanding of psychology. Ambiguity and inconsistency muddy the waters of an organization's central goals and frustrates managers.