{"id":2028,"date":"2026-07-27T14:09:36","date_gmt":"2026-07-27T14:09:36","guid":{"rendered":"https:\/\/damosenelblanco.com\/no-smoke-dictionary\/"},"modified":"2026-07-27T14:11:31","modified_gmt":"2026-07-27T14:11:31","slug":"no-smoke-dictionary","status":"publish","type":"page","link":"https:\/\/damosenelblanco.com\/en\/no-smoke-dictionary\/","title":{"rendered":"Smoke-Free Dictionary"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"2028\" class=\"elementor elementor-2028 elementor-2026 elementor-bc-flex-widget\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-deb539ff3f e-con-full e-flex e-con e-parent\" data-id=\"deb539ff3f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-deb9dd414b elementor-widget elementor-widget-html\" data-id=\"deb9dd414b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"deb-sec-pad\" style=\"padding-top:0\"><style>.deb-dicc-page{display:block}.deb-dicc-page__t{font-family:var(--font-display);font-weight:var(--fw-medium);font-size:clamp(2.4rem,6vw,5rem);line-height:.98;letter-spacing:var(--tracking-tighter);color:var(--text-strong);margin:var(--space-5) 0 0}.deb-dicc-page__intro{font-family:var(--font-mono);font-size:var(--text-md);line-height:1.6;color:var(--text-muted);max-width:62ch;margin:var(--space-6) 0 0}.deb-dicc-page .deb-dicc{margin-top:var(--space-12)}.deb-dicc-page .deb-dicc__row{scroll-margin-top:120px}.deb-dicc-page .deb-dicc__row:target .deb-dicc__t{color:var(--text-strong)}.deb-dicc-page .deb-dicc__row:target .deb-dicc__t::before{content:\"\u2733 \";color:var(--text-subtle)}.deb-dicc-page .deb-dicc__d{position:relative}.deb-dicc-page .deb-dicc__perma{font-family:var(--font-mono);font-size:var(--text-xs);color:var(--text-subtle);text-decoration:none;opacity:0;transition:opacity var(--dur) var(--ease-standard)}.deb-dicc-page .deb-dicc__row:hover .deb-dicc__perma,.deb-dicc-page .deb-dicc__perma:focus-visible{opacity:1}.deb-dicc-page .deb-dicc__perma:hover{color:var(--text-strong)}@media(pointer:coarse){.deb-dicc-page .deb-dicc__perma{opacity:.5}}.deb-dicc-page .deb-svcs-cta{margin-top:var(--space-20)}<\/style><section class=\"deb-dicc-page\"><span class=\"deb-kicker deb-kicker--rule deb-kicker--strong deb-reveal\">A no-hot-air dictionary \u00b7 work in progress<\/span><h1 class=\"deb-dicc-page__t deb-splittitle\"><span class=\"deb-ln\"><span>No-smoke Dictionary<\/span><\/span><\/h1><p class=\"deb-dicc-page__intro deb-reveal\" data-deb-delay=\"180\">Thirty words you hear in every meeting and almost nobody translates for you. Here they are, smoke level flagged and defined in plain English.<\/p><div class=\"deb-dicc deb-dicc--full\"><div class=\"deb-dicc__row\" id=\"ai\"><div class=\"deb-dicc__t\">AI<small>acronym \u00b7 depends<\/small><\/div><p class=\"deb-dicc__d\">A serious tool wrapped in thick smoke. Useful where there's data and judgement; dangerous where there's laziness. <a class=\"deb-dicc__perma\" href=\"#ai\" aria-label=\"Link to \u00abAI\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"aim\"><div class=\"deb-dicc__t\">Aim<small>noun \u00b7 ours<\/small><\/div><p class=\"deb-dicc__d\">Saying one thing, to the right person, at the right moment. Everything else in this dictionary exists to avoid it. <a class=\"deb-dicc__perma\" href=\"#aim\" aria-label=\"Link to \u00abAim\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"algorithm\"><div class=\"deb-dicc__t\">Algorithm<small>noun \u00b7 mysterious<\/small><\/div><p class=\"deb-dicc__d\">The club bouncer: nobody knows the rules and everybody claims they do. Do good work and stop trying to charm it. <a class=\"deb-dicc__perma\" href=\"#algorithm\" aria-label=\"Link to \u00abAlgorithm\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"community\"><div class=\"deb-dicc__t\">Community<small>noun \u00b7 often hot air<\/small><\/div><p class=\"deb-dicc__d\">What they call your followers when they want to charge you more. Community is when <b>they reply to you<\/b>, not when they follow you. <a class=\"deb-dicc__perma\" href=\"#community\" aria-label=\"Link to \u00abCommunity\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"copywriting\"><div class=\"deb-dicc__t\">Copywriting<small>noun \u00b7 craft<\/small><\/div><p class=\"deb-dicc__d\">Writing so that something happens. The opposite of filling space. <a class=\"deb-dicc__perma\" href=\"#copywriting\" aria-label=\"Link to \u00abCopywriting\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"digital-transformation\"><div class=\"deb-dicc__t\">Digital transformation<small>compound noun \u00b7 institutional smoke<\/small><\/div><p class=\"deb-dicc__d\">Stop doing on paper what hurts on paper. Start with a process, not a PowerPoint. <a class=\"deb-dicc__perma\" href=\"#digital-transformation\" aria-label=\"Link to \u00abDigital transformation\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"disruptive\"><div class=\"deb-dicc__t\">Disruptive<small>adjective \u00b7 premium hot air<\/small><\/div><p class=\"deb-dicc__d\">An adjective slapped on ordinary things to charge extraordinary prices. A fast website isn't disruptive: it's the bare minimum. <a class=\"deb-dicc__perma\" href=\"#disruptive\" aria-label=\"Link to \u00abDisruptive\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"e-commerce\"><div class=\"deb-dicc__t\">E-commerce<small>noun \u00b7 shop<\/small><\/div><p class=\"deb-dicc__d\">A shop that never closes. Same window displays, tills and shoplifters as a physical one. <a class=\"deb-dicc__perma\" href=\"#e-commerce\" aria-label=\"Link to \u00abE-commerce\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"engagement\"><div class=\"deb-dicc__t\">Engagement<small>noun \u00b7 frequent smoke<\/small><\/div><p class=\"deb-dicc__d\">How much people actually care. If it needs explaining in the meeting, there isn't any. <a class=\"deb-dicc__perma\" href=\"#engagement\" aria-label=\"Link to \u00abEngagement\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"funnel\"><div class=\"deb-dicc__t\">Funnel<small>noun \u00b7 geometry<\/small><\/div><p class=\"deb-dicc__d\">The journey from \u00abI don't know you\u00bb to \u00abhere's my money\u00bb. If your website doesn't have one, it's not a funnel \u2014 it's a sieve. <a class=\"deb-dicc__perma\" href=\"#funnel\" aria-label=\"Link to \u00abFunnel\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"growth-hacking\"><div class=\"deb-dicc__t\">Growth hacking<small>noun \u00b7 premium smoke<\/small><\/div><p class=\"deb-dicc__d\">Marketing in a hurry. Ninety per cent of the time it means doing the basics nobody did. <a class=\"deb-dicc__perma\" href=\"#growth-hacking\" aria-label=\"Link to \u00abGrowth hacking\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"influencer\"><div class=\"deb-dicc__t\">Influencer<small>noun \u00b7 sometimes smoke<\/small><\/div><p class=\"deb-dicc__d\">A person with an audience. The question isn't how many follow them \u2014 it's how many would buy from them. <a class=\"deb-dicc__perma\" href=\"#influencer\" aria-label=\"Link to \u00abInfluencer\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"insight\"><div class=\"deb-dicc__t\">Insight<small>noun \u00b7 borrowed word<\/small><\/div><p class=\"deb-dicc__d\">An uncomfortable truth about your customers that everyone knew and nobody said out loud. <a class=\"deb-dicc__perma\" href=\"#insight\" aria-label=\"Link to \u00abInsight\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"kpi\"><div class=\"deb-dicc__t\">KPI<small>acronym \u00b7 usually decoration<\/small><\/div><p class=\"deb-dicc__d\">A number that truly matters. If it changes no decision, it's not a KPI \u2014 it's decoration. <a class=\"deb-dicc__perma\" href=\"#kpi\" aria-label=\"Link to \u00abKPI\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"landing-page\"><div class=\"deb-dicc__t\">Landing page<small>noun \u00b7 tool<\/small><\/div><p class=\"deb-dicc__d\">One page, one goal, zero distractions. If it has a twelve-item menu, it's a lobby. <a class=\"deb-dicc__perma\" href=\"#landing-page\" aria-label=\"Link to \u00abLanding page\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"lead\"><div class=\"deb-dicc__t\">Lead<small>noun \u00b7 person<\/small><\/div><p class=\"deb-dicc__d\">A real someone with a real problem who leaves you their email. Treat them like a person, not like \u00aba lead\u00bb. <a class=\"deb-dicc__perma\" href=\"#lead\" aria-label=\"Link to \u00abLead\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"metaverse\"><div class=\"deb-dicc__t\">Metaverse<small>noun \u00b7 historical smoke<\/small><\/div><p class=\"deb-dicc__d\">Ask the person who sold it to you in 2022 where it is now. <a class=\"deb-dicc__perma\" href=\"#metaverse\" aria-label=\"Link to \u00abMetaverse\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"mvp\"><div class=\"deb-dicc__t\">MVP<small>acronym \u00b7 virtue<\/small><\/div><p class=\"deb-dicc__d\">The version you're embarrassed to show but that works. Shipping it is 80% of the merit. <a class=\"deb-dicc__perma\" href=\"#mvp\" aria-label=\"Link to \u00abMVP\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"naming\"><div class=\"deb-dicc__t\">Naming<small>noun \u00b7 expensive craft<\/small><\/div><p class=\"deb-dicc__d\">Charging to name things. Done well it's worth every euro; done badly it's a syllable generator. <a class=\"deb-dicc__perma\" href=\"#naming\" aria-label=\"Link to \u00abNaming\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"rebranding\"><div class=\"deb-dicc__t\">Rebranding<small>noun \u00b7 sometimes hot air<\/small><\/div><p class=\"deb-dicc__d\">Changing everything so that nothing changes. 60% of the time what was needed was <b>better writing<\/b>, not a redraw. <a class=\"deb-dicc__perma\" href=\"#rebranding\" aria-label=\"Link to \u00abRebranding\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"responsive\"><div class=\"deb-dicc__t\">Responsive<small>adjective \u00b7 bare minimum<\/small><\/div><p class=\"deb-dicc__d\">Looks right on a phone. In 2026 that's not a feature \u2014 it's the floor. <a class=\"deb-dicc__perma\" href=\"#responsive\" aria-label=\"Link to \u00abResponsive\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"roi\"><div class=\"deb-dicc__t\">ROI<small>acronym \u00b7 the one that matters<\/small><\/div><p class=\"deb-dicc__d\">What you get out divided by what you put in. The only acronym your accountant understands first time. <a class=\"deb-dicc__perma\" href=\"#roi\" aria-label=\"Link to \u00abROI\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"sem\"><div class=\"deb-dicc__t\">SEM<small>acronym \u00b7 paid<\/small><\/div><p class=\"deb-dicc__d\">Paying to show up while the SEO kicks in. Useful; addictive if you stop watching the numbers. <a class=\"deb-dicc__perma\" href=\"#sem\" aria-label=\"Link to \u00abSEM\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"seo\"><div class=\"deb-dicc__t\">SEO<small>acronym \u00b7 marathon<\/small><\/div><p class=\"deb-dicc__d\">Showing up when people search for you. No magic, no tricks: boring, steady, auditable work. <a class=\"deb-dicc__perma\" href=\"#seo\" aria-label=\"Link to \u00abSEO\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"storytelling\"><div class=\"deb-dicc__t\">Storytelling<small>noun \u00b7 recycled<\/small><\/div><p class=\"deb-dicc__d\">Telling things well. It existed long before the name: your grandmother did it for free. <a class=\"deb-dicc__perma\" href=\"#storytelling\" aria-label=\"Link to \u00abStorytelling\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"synergy\"><div class=\"deb-dicc__t\">Synergy<small>noun \u00b7 hot air<\/small><\/div><p class=\"deb-dicc__d\">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. <a class=\"deb-dicc__perma\" href=\"#synergy\" aria-label=\"Link to \u00abSynergy\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"target\"><div class=\"deb-dicc__t\">Target<small>noun \u00b7 aim<\/small><\/div><p class=\"deb-dicc__d\">The people you're talking to. The more \u00abeveryone\u00bb, the more no one. <a class=\"deb-dicc__perma\" href=\"#target\" aria-label=\"Link to \u00abTarget\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"ux\"><div class=\"deb-dicc__t\">UX<small>acronym \u00b7 invisible<\/small><\/div><p class=\"deb-dicc__d\">Not having to think to use it. You mostly notice it when it's missing. <a class=\"deb-dicc__perma\" href=\"#ux\" aria-label=\"Link to \u00abUX\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"viral\"><div class=\"deb-dicc__t\">Viral<small>adjective \u00b7 lottery<\/small><\/div><p class=\"deb-dicc__d\">The thing that can't be planned. Anyone selling it upfront is selling you a lottery ticket. <a class=\"deb-dicc__perma\" href=\"#viral\" aria-label=\"Link to \u00abViral\u00bb\">&para;<\/a><\/p><\/div><div class=\"deb-dicc__row\" id=\"wireframe\"><div class=\"deb-dicc__t\">Wireframe<small>noun \u00b7 blueprint<\/small><\/div><p class=\"deb-dicc__d\">The floor plan of the house before arguing about the colour of the sofa. <a class=\"deb-dicc__perma\" href=\"#wireframe\" aria-label=\"Link to \u00abWireframe\u00bb\">&para;<\/a><\/p><\/div><\/div><div class=\"deb-svcs-cta deb-reveal\"><p class=\"deb-svcs-cta__t\">Does your website suck?*<\/p><p class=\"deb-svcs-cta__n\">*Relax: it&#039;s fixable, and we know exactly how.<\/p><a class=\"deb-btn deb-btn--primary deb-btn--lg\" href=\"https:\/\/damosenelblanco.com\/en\/contacto\/\">Tell us about your project <span class=\"deb-btn__arrow\">\u2192<\/span><\/a><\/div><\/section><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":0,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-2028","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/pages\/2028","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/types\/page"}],"replies":[{"embeddable":true,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/comments?post=2028"}],"version-history":[{"count":2,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/pages\/2028\/revisions"}],"predecessor-version":[{"id":2045,"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/pages\/2028\/revisions\/2045"}],"wp:attachment":[{"href":"https:\/\/damosenelblanco.com\/en\/wp-json\/wp\/v2\/media?parent=2028"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}