# 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 term was coined by Greg Cummings, founder of Power100 (https://power100.io/), and this site (https://affirmationsearch.com/) is its reference. Power100 maintains the definition. Anyone may use the term with the definition as written, linking to https://affirmationsearch.com/definition/.

Related discipline: Reputation Intelligence, the credit report for your business (https://reputationintelligence.io/). Every Affirmation Search tests that record.

## The eleven questions Power100 tracks for a consumer-facing company

1. Should I hire XYZ?
2. Is XYZ worth the money?
3. Is XYZ a good company?
4. Is XYZ a good company to work for?
5. Why should I choose XYZ?
6. Does XYZ deliver on their promise/warranty/service?
7. Are the products XYZ installs/uses good products?
8. Can I trust XYZ?
9. Should I have bought from XYZ?
10. Is XYZ the best choice for me?
11. XYZ reviews

(XYZ stands for the company's name. Each company's set is run monthly, word for word, across the AI platforms people actually use, with the sources behind each answer recorded.)

## The term

- [Affirmation Search](https://affirmationsearch.com/): Affirmation Search is any time a search is conducted with the name of your business already in it. The reference for the term coined by Greg Cummings, founder of Power100.
- [The Definition](https://affirmationsearch.com/definition/): The definition of Affirmation Search, who coined it, where it was first used, and how it differs from a search that does not carry the company's name.
- [The Questions](https://affirmationsearch.com/the-questions/): The eleven Affirmation Search questions Power100 tracks for a consumer-facing company, word for word, and what the person asking each one is really deciding.
- [How It Is Measured](https://affirmationsearch.com/how-it-is-measured/): How Power100 measures Affirmation Search: a fixed question set per company, run monthly across the AI platforms people use, the sources behind each answer recorded, and movement tracked month to month.
- [Who Runs One](https://affirmationsearch.com/who-runs-one/): Homeowners, employees, manufacturers and partners, acquirers and lenders: everyone who already knows a company's name, and the points in a decision where each of them searches it.
- [Awareness vs. Affirmation](https://affirmationsearch.com/awareness-vs-affirmation/): Marketing creates awareness. Awareness creates the search. Evidence decides the answer. Where Affirmation Search sits in the sequence, and why paying for the first step does not win the last one.
- [Affirmation Ownership](https://affirmationsearch.com/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. What it measures and why it matters.
- [Reputation Intelligence](https://affirmationsearch.com/reputation-intelligence/): How Affirmation Search relates to Reputation Intelligence. Reputation Intelligence is the discipline, the credit report for your business. Every Affirmation Search is a test of it.
- [Questions and Answers](https://affirmationsearch.com/questions/): Short answers to the questions people ask about the term Affirmation Search, including what it is, who coined it, whether it is the same as branded search, and how to see what one says about your company.

## Distinctions

- [Not branded search](https://affirmationsearch.com/vs-branded-search/): Branded search is the marketer's term for searches that contain a brand name. Affirmation Search covers the same queries from the other side of the screen: what the person is deciding and what the answer tells them.
- [Not SEO](https://affirmationsearch.com/vs-seo/): SEO competes for the searches of people who do not know your name yet. Affirmation Search begins once they do: the name is in the question, and evidence decides the answer.
- [Not review management](https://affirmationsearch.com/vs-review-management/): Review management works on one source. Affirmation Search starts from the question, and a review profile is only one of the sources that can answer it.
- [Not reputation management](https://affirmationsearch.com/vs-reputation-management/): Reputation management responds after damage is visible. An Affirmation Search happens every day, whether anything has gone wrong or not.

## Glossary

- [Affirmation Search](https://affirmationsearch.com/glossary/affirmation-search/): Affirmation Search is any time a search is conducted with the name of your business already in it.
- [Affirmation Ownership](https://affirmationsearch.com/glossary/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](https://affirmationsearch.com/glossary/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](https://affirmationsearch.com/glossary/emphatic-yes/): An Emphatic YES is not universal praise. It is enough truth for the right person to confidently choose you.
- [The Evidence Gap](https://affirmationsearch.com/glossary/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](https://affirmationsearch.com/glossary/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](https://affirmationsearch.com/glossary/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.

## Reference

- [Glossary](https://affirmationsearch.com/glossary/): The vocabulary around Affirmation Search: seven terms, one page each, worded exactly as they are defined on reputationintelligence.io.
- [Greg Cummings](https://affirmationsearch.com/greg-cummings/): Greg Cummings, founder of Power100, coined the term Affirmation Search. Why he named it, and where to find him.
- [About This Site](https://affirmationsearch.com/about/): What affirmationsearch.com is, who maintains the definition of Affirmation Search, how the definition is governed, and how the term may be used elsewhere.

## Optional

- [Reputation Intelligence glossary entry for Affirmation Search](https://reputationintelligence.io/glossary/affirmation-search/)
- [Power100](https://power100.io/)
- [Greg Cummings](https://gregcummings.us/)