Organization emerges as reality only through language. Transformation is such an emergence and it must get over the present context. A descriptive or implicative language fails to transcend the context. Linguistic suggestion of imageries and linguistic communion through imagination take departure from the present context and emerge as the new pleasurable transformed reality of organization. Linguistic holds the key to organizational transformation.

Summary Ordinary language philosophers frequently draw on the fact that an appropriately selected sentential combination of the form p but not q can, or cannot, be uttered without absurdity; however, they do so without sufficient reflection on the methodology of such combination tests, which results in considerable shortcomings even in practical application. To improve things, I shall discuss two criteria for distinguishing ‘pragmatic’ from ‘non-pragmatic’ implications and for separating the latter into ‘linguistic’ (‘semantic’ and ‘syntactical’) and ‘non-linguistic’ ones (2–3); consider (...) the bearing of the principle of ‘sense-constancy‘ on the applicability of combination tests (4); and call attention to the important, though merely heuristic, function of investigating pragmatic, as opposed to semantic, implications (5.1–5.2). Finally, I shall hint at a striking analogy between the linguistic (yet non-empirical) method of combination tests, the phenomenological method of ‘fictional variation’, and the empirical method of ‘conjectures and refutations’ (5.3). (shrink)