To get Social Security through Congress, President Franklin Roosevelt thought about the language. He didn’t package it as a benefit for any class of people – it was for everyone. It wasn’t a benefit; it was insurance. And it didn’t require going to some welfare office; it went through the Post Office. Roosevelt understood that language matters. President Johnson’s War on Poverty was about poverty, and Appalachia, not race. But the Erie Canal, one of the most important projects in the history of America, got held up for forty years by what’s-in-it-for-me objections.
