There's a potential pothole in the road to an API-rich business strategy: The term "application programming interfaces (APIs)" is one only a techie can love. The term may obscure the critical role APIs can play in digital business transformation. Building on a series of inquiry conversations and Forrester events, this brief offers ideas for alternate language that AD&D pros can use. Different language fosters different perspectives that may bring executives to an epiphany of understanding APIs as a business concept and initiative.