You can think of this as a glossary for understanding my writing, broadcasting, coaching, consulting. But as Abraham Lincoln said, always consult more than one dictionary. For the most part, the best alternative definitions for these concepts are (in English, at least) in the OED and in Wikipedia.

Agile #

Effort in small tasks to allow for changes in plans

Big Tech #

Apple, Amazon, Facebook, Google, and Microsoft. These 5 enormous tech firms exercise monopolistic control over markets and outsize influences over governments. Related: FANG

Brand Messaging #

Key phrases or words that put your positioning into use in business contexts
Meditation on-brand messaging

Brand Marketing #

A style of marketing based on honesty, devoid of manipulation, and offering authentic connection with a brand

Copy #

Writing that is specifically designed to further the sales and marketing efforts of a business

Content Marketing #

Publishing one’s written and spoken ideas in a way that teaches and helps your audience while building trust and mutual understanding

Content Strategy #

The systematic production, organization, and management of all forms of content created by a business entity

Conversion Rate Optimization (CRO) #

The manipulation of user experience such that users of a digital interface are more likely to convert into customers or leads

Creative Expression #

The ability to communicate ideas and feelings in an original, impactful way while retaining some individual personality or perspective

Expert #

Someone with economically valuable ideas, points-of-view, and convictions

Headline #

The most visible unit of information in a visual area of focus, eg., the above-the-fold homepage of a website

Ideation #

The emotional and intellectual process of merging data, feelings, thoughts and other memories to summon new ideas

Infoslogan #

A concise, utilitarian description product description that feels and looks like a normal slogan and answers the questions, “what is the most important thing it does?”. See also: slogan and tagline

Lead #

A unit of demand for your business

(Business) Manifesto #

In politics, a manifesto is a public declaration of principled policy aims. A business manifesto is a call-to-action that responds to unavoidable business problems with universality within a given audience, a call to fairness, a change in fundamental business behavior, and the promise of unprecedented benefits

Marketing #

Building trust and creating clarity by listening, teaching, and guiding over a long period of time

Neophiliac #

A person who is addicted to the thrill of learning how to use new products and services.

Also: neophobe or early adopter

Neophobiac #

A person who is change-averse and reluctant to try new products and services 

Positioning #

Embedding what you provide in the mind of your audience so it’s clear why it’s unique and compelling

Psychographics #

Understanding the people in your market by assessing long-term emotional realities, values, opinions, mindset, interests, and lifestyles


Making content appear near the top of search results.

Forms of SEO include text, audio, image, and video. SEO is practiced on multiple platforms in addition to Google search, such as YouTube, Google Images, Pinterest, Bing, Quora, Reddit, and Facebook.

Acronym of search engine optimization.

Slogan #

The distinctive cry, phrase, or motto of any party, group, or person.

See also: infoslogan and tagline

Strategy #

Deliberately interlocking ideas to inspire a move to a long-term position of advantage.

More reading:
In-depth definition of (digital) strategy (see others’ definitions at end of the article)
How to evaluate any strategy

Tagline #

A phrase that communicates all or most of a brand’s unique value proposition. See also: infoslogan and slogan.

TAM, SAM, and SOM #

Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. 


These acronyms stand for Top of Funnel, Middle of Funnel, and Bottom of Funnel.

Trust-based Marketing #

Similar to Brand Marketing, this style of marketing emphasizes authentic connection based on trust; trust is built by providing ample proof of value and by giving away value for free