Just had a good conversation with @markschenk about sensemaking. It's starts with noticing something happening (experiencing), then we recount what happened (tell a story) and talk about it, then we categorise and label it (eg. it's bullying). The abstract label only makes sense, however, if you have heard the story or even better, experienced what happened. However we are often just presented with the abstract term. This is especially the case in corporate communications.