Every Wednesday I get a phone call from “Brian with Boar’s Head.” That’s because Boar’s Head is the company that puts the “frank” in Franktuary. Every Thursday I see “Brian with Boar’s Head” as he delivers us food.

To the untrained ear the phrase “Brian with Boar’s Head” is a bit odd. If one does not know that Boar’s Head is a deli company, let alone the world’s finest deli company, to hear the words “Brian with Boar’s Head” is actually quite frightening.

Sometimes, thinking about “Brian with Boar’s Head” inspires me to refer to myself as something random like “Tim with traffic cone,” but that’s beside the point. The point, of course, is that it’s all about context.

Let me tell you a story.

The other day I walked into a room with a television. There was a woman speaking through the old boob tube, and she said something like this. “We’re really excited about bringing this disease to children because they don’t have much experience with it.” Turns out she was talking about cancer… awareness. Who knew? And that’s why context is the word of the day.