Reference
Glossary
Twelve terms, one page each. Some are chapters of the book. The rest are the working vocabulary that grew out of practising it.
Each term gets its own page, its own definition, and a line saying where in the book it comes from.
- Affirmation Search
Affirmation Search is any time a search is conducted with the name of your business already in it. It is the moment someone who already knows you decides what to believe about you.
- The Second Kitchen Table
The table where a customer investigates a company after the salesperson has already left the room.
- The Emphatic YES
Not universal praise. Enough truth for the right person to confidently choose you, and the wrong person to confidently walk away.
- The Evidence Gap
The distance between the company you have built and the company the outside world can actually see.
- Evidence Debt and Trust Debt
Evidence Debt says the company is better than its record. Trust Debt says the record may be exposing who it actually is.
- Affirmation Ownership
How much of a company's own Affirmation Search environment the company controls, rather than a third-party platform.
- Subject Ownership
The standard where a search for your company stays about your company, not a list of competitors sitting beside it.
- Smoke Chasers
Power100's term for digital environments where conflict and complaint draw disproportionate attention, whatever the underlying facts.
- The One-Click-Away Problem
A company can earn the search and still lose the customer one click later to a marketplace sitting beside its own result.
- The Diversion Economy
The two ways a platform quietly redirects a homeowner's attention away from the company they came to search.
- The Power100 Standard
Be worthy first. Become visible second. Ranking has to be earned before authority is unlocked.
- Worthy of Recommendation
Not guilty, not because you talked your way out of the case, but because the evidence spoke for you.
From the book
Most of these terms are chapter titles before they are entries. The chapters are in the book.
Will AI recommend your business?
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- Ships at publication, November 2026