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 #

Content designed to further marketing goals – building trust and creating clarity by listening, teaching, and guiding

Content Strategy #

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

Headline #

The most visible unit of information in an area of focus

Ideation #

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

Lead #

A unit of demand for your business

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 your business in the minds of prospects in a way that makes it clear what you do, for whom you do it, and what makes you unique

Psychographics #

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

Strategy #

Deliberately interlocking ideas to inspire a move to a long-term position of advantage.
Deep explanation of strategy (see others’ definition at end of the article)
How to evaluate a strategy

TAM, SAM, and SOM #

Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market
Relevant article


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