The Importance of a Native Word in a Story

I wanted the reader to notice the fact that it's not a familiar concept. And so I put an embedded word in there. That's actually the biggest thing that happens when you add a conline word into a story, you're demanding that the reader notice that there's something different about it. You have some coffee fiend authors says I must put coffee in this book, but I can't call it that. So maybe they feel embarrassed calling it coffee.