I have just finished reading a wonderful book on language called WORDS: the evolution of western languages (Edited by Victor Stevenson, Van Nostrand Rheinhold Company Inc.). It looks at how the early Indo-European language created most of the modern languages now used in Europe, Turkey, Iran and all the way to India.

Basque is an exception and is considered one of Europe’s oldest languages. The author suggests it survives from the stone age; and was probably spoken when the earliest Europeans were cave painting.

English has only taken one word from Basque and that is jingo. Used in the expression by jingo (as a euphemism for by God) and the word jingoism for a chauvinistic patriot.

The Basques converted to Christianity in about 600AD. But the great irony is that jingo is derived from Jinkoa one of their ancient gods.

So by jingo make sure you use modern language in your business material.