"Dude, I want to promise progress on... err... reducing the unemployed, " I said. "Easy," said Joe. "Don't call them 'the unemployed,' call them 'job-seekers'...which suggests that there are jobs to seek." Joe was on a roll: "Also, call unemployment benefit 'job-seekers allowance." I gotta hand it to Joe. He may be slow on the uptake but he's surprisingly creative when we're backed against a wall.