Glossary

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.