Thirty words you hear in every meeting and almost nobody translates for you. Here they are, smoke level flagged and defined in plain English.
A serious tool wrapped in thick smoke. Useful where there's data and judgement; dangerous where there's laziness. ¶
Saying one thing, to the right person, at the right moment. Everything else in this dictionary exists to avoid it. ¶
The club bouncer: nobody knows the rules and everybody claims they do. Do good work and stop trying to charm it. ¶
What they call your followers when they want to charge you more. Community is when they reply to you, not when they follow you. ¶
Writing so that something happens. The opposite of filling space. ¶
Stop doing on paper what hurts on paper. Start with a process, not a PowerPoint. ¶
An adjective slapped on ordinary things to charge extraordinary prices. A fast website isn't disruptive: it's the bare minimum. ¶
A shop that never closes. Same window displays, tills and shoplifters as a physical one. ¶
How much people actually care. If it needs explaining in the meeting, there isn't any. ¶
The journey from «I don't know you» to «here's my money». If your website doesn't have one, it's not a funnel — it's a sieve. ¶
Marketing in a hurry. Ninety per cent of the time it means doing the basics nobody did. ¶
A person with an audience. The question isn't how many follow them — it's how many would buy from them. ¶
An uncomfortable truth about your customers that everyone knew and nobody said out loud. ¶
A number that truly matters. If it changes no decision, it's not a KPI — it's decoration. ¶
One page, one goal, zero distractions. If it has a twelve-item menu, it's a lobby. ¶
A real someone with a real problem who leaves you their email. Treat them like a person, not like «a lead». ¶
Ask the person who sold it to you in 2022 where it is now. ¶
The version you're embarrassed to show but that works. Shipping it is 80% of the merit. ¶
Charging to name things. Done well it's worth every euro; done badly it's a syllable generator. ¶
Changing everything so that nothing changes. 60% of the time what was needed was better writing, not a redraw. ¶
Looks right on a phone. In 2026 that's not a feature — it's the floor. ¶
What you get out divided by what you put in. The only acronym your accountant understands first time. ¶
Paying to show up while the SEO kicks in. Useful; addictive if you stop watching the numbers. ¶
Showing up when people search for you. No magic, no tricks: boring, steady, auditable work. ¶
Telling things well. It existed long before the name: your grandmother did it for free. ¶
A word people use when they don't know what to say. If you hear it three times in one meeting, grab your wallet and run. ¶
The people you're talking to. The more «everyone», the more no one. ¶
Not having to think to use it. You mostly notice it when it's missing. ¶
The thing that can't be planned. Anyone selling it upfront is selling you a lottery ticket. ¶
The floor plan of the house before arguing about the colour of the sofa. ¶
