If you say the word too many times, it starts to sound funny (like if you say "moist" or "pancake" too many times and they start to sound strange…maybe that's just me). It seems like every sentence in my professional life includes that word "growth" in one context or another. Student growth scores, Professional Growth Planning, proficiency growth scales…
I like it. It does something more than grades or labels once did: talking grades and labels felt so static and permanent, talking growth is talking movement. Where I used to talk to kids about "bringing a grade up" (in other words, struggling to move something beyond themselves) now I find myself talking to students about developing their skills and growing toward proficiency. There is a real difference.
I attribute this directly to my professional and personal learning about the new teacher evaluation system.