I have never used the term boss, either for myself or anyone I worked with. President or director are fine, those are positions. It is possible to understand the hierarchy and respect the position. I had no trouble referring to the supervisor of my group by that title, or referring to the manager of a division by that title. But I can't accept 'boss', or 'superior'. In my experience, everyone should be working together. Accepting someone else's superiority over yourself is the same as accepting your inferiority. Maybe you business guys accept that.