Glossary

• Affirmation Search

  Affirmation Search is any time a search is conducted with the name of your business already in it.

• Affirmation Ownership

  Affirmation Ownership is the measure of how much of a company's own Affirmation Search environment the company controls, versus a third party.

• The Second Kitchen Table

  The first kitchen table is where you make the promise. The second kitchen table is where the customer investigates whether to believe it.

• The Emphatic YES

  An Emphatic YES is not universal praise. It is enough truth for the right person to confidently choose you.

• The Evidence Gap

  The Evidence Gap is the distance between the company you have built and the company the outside world can actually see.

• The One-Click-Away Problem

  The One-Click-Away Problem: a company can earn the search, appear on the page, and still be one click away from losing the person's attention to the platform sitting beside its result.

• Subject Ownership

  Subject Ownership: the homeowner searched your name. The answer discusses your company, and the visible results stay centered on it, not on a list of competitors.

How these entries are kept

Every definition above is worded exactly as it is on reputationintelligence.io, the reference for the discipline these terms come from, and the site will not publish if the two drift apart. Each entry here adds a short note on how the term shows up in an Affirmation Search, and links to the fuller treatment there.