Among the challenges of navigating the promotion and tenure (P&T) process is the need to describe one’s career using the language of P&T expectations, while also framing that language to reflect the unique work involved in health professions education (HPE) scholarship. Drawing on the distinction between denotative and connotative meanings of words, we describe how the language of P&T standards can hold different meanings depending on how they are contextualized in the HPE field and the communities therein. To illustrate, we describe our experiences of adapting the language of ‘teaching’ to the expectations of the P&T committee while also reflecting the non-traditional ‘teaching’ we do in HPE. We also share three practical tips for navigating the P&T process: (1) find a local mentor, (2) craft the story of your expertise, and (3) seek feedback from your local stakeholders on the connotative story you have crafted.