Glossary

Every key term from this course, in plain English. If a lesson ever uses a word that makes you pause, it'll be here.

Anchor

The one thing you're known for — the topic people associate with your name. Chosen from the overlap of your skill, your obsession, and real demand.

Anchor Zone

The overlap of three circles: what you're genuinely good at, what you can't stop thinking about, and what a specific group already pays for. Your anchor lives here.

Attention Map

Your scored inventory of platforms — audience presence and your enjoyment, rated 1–5 each. Tells you where your home base and outpost should be.

Borrowed audience

Someone else's followers, viewers, or listeners that you earn access to — guest posts, podcast interviews, collaborations. The fastest discovery lever.

Discovery levers

The four systems for getting found: search, social, borrowed audiences, and partnerships. You pull them on purpose instead of hoping.

Documentation

Publishing your real work in public as it happens — notes, process, results, lessons. The opposite of performing expertise you don't have yet.

Home base

The one platform where you publish first and best — where your audience lives and you enjoy showing up. Everything else is an outpost.

Long Ledger

Your running record of everything you've done, learned, and shipped. The raw material your content and proof are drawn from.

Native content

Content made in the language of the platform it's published on — not cross-posted, but shaped for how that audience actually consumes.

Offer stack

Your ladder of paid offers, from low-commitment entry points to premium work. Each rung earns the right to pitch the next.

Outpost

A secondary platform where you maintain a presence but don't lead. Fed by repurposed home-base content, not original effort.

Proof Stack

Your organized collection of evidence: results, testimonials, screenshots, transformations, numbers. The fuel for trust.

Trust Ladder

The four-rung path from stranger to buyer: free content, free value exchange (email), low-ticket offer, core offer. Each rung earns the next.

90-day sprint

A focused visibility push: one quarter, one metric, borrowed-audience plays scheduled weekly. Forces discovery instead of waiting for it.