No, not “idiot.” Idiom. It means:

1. an expression whose meaning is not predictable from the usual meanings of its constituent elements, as kick the bucket or hang one’s head, or from the general grammatical rules of a language, as the table round for the round table, and that is not a constituent of a larger expression of like characteristics.

2. a language, dialect, or style of speaking peculiar to a people.

3. a construction or expression of one language whose parts correspond to elements in another language but whose total structure or meaning is not matched in the same way in the second language.

Does it ever feel like you’re speaking a different language than your customers?

In these “Idiom” posts, you’ll learn to speak your customer’s language. She’s a very selfish gal, really. It’s all about her. Let’s figure out who she is and what she wants so we can give it to her.

National Research Council. Front Matter. America’s Lab Report: Investigations in High School Science. Washington, DC: The National Academies Press, 2005.