This document discusses semantics and how the meaning of words can affect business. Semantics is the study of meaning, specifically the relationship between words and their meanings. Words can have multiple meanings or connotations that lead to misunderstandings. Examples are given of words like "pen", "like", and others that have more than one meaning. The document also outlines several theories of semantics and types of semantic analysis, such as how meanings can transfer or be prohibited. It concludes with discussing a case study on challenges Walmart faced in the Japanese market due to semantic differences.