A glossary of new terms to help you navigate the concepts that are at the cutting edge of today's world.

  • ACTORS:

    Audiences. They not only receive a message they have a role in the interaction.

  • ASSUMPTION:

    Proposition that is taken for granted and is constantly validated through our perception, as if it were true based upon presupposition and mental files without preponderance of  the facts. It is virtually “made up”.

  • AUGMENTED REALITY:

    It is a mix of real-world elements (such as a window display, a kiosk, or a billboard) and computer-generated imagery and audio. The augmentation, which requires a video camera and special software, allows the reader to interact with the advertisement. 
A

  • BARRIER(S)/ISSUE(S):

    A problem that needs to be resolved. Also may represent a question or decision that is important to one or more stakeholders and should be addressed by the strategy team as part of a planning exercise. What is standing between the client’s current state and the desired state.  What needs to be addressed in our strategic framework in order to successfully achieve Client’s Desired Business Results.

  • BREAKTHROUGH CONNECTION(S):

    New thinking that will allow us to bypass disconnects.  Consciously abandoning current assumptions and looking to create a new shared reality by changing  the current flow of events.  Essentially, new ideas that can ignite shared passion and can change the direction of the negative conversation.

  • BUZZ:

    The level of chatter surrounding a service or product has always been important in helping to determine the success of an advertising campaign. “Buzz” is a word usually used in relation to viral marketing and word-of-mouth promotions. Potential opportunities to create buzz around a product include reviewing incoming traffic to a Web site from organic links and determining what new keywords can be associated with the site to increase traffic.
B

  • CAUSED RELATIONSHIP:

    Resulting from new connections or from bypassing disconnects among stakeholders. In Orbital Strategy, it means to design expressions and programs that can intensify interactions in the direction of new positive collaboration, as opposed to letting the drift or the default system rule the relationship. The opposite of the default relationship.  The client’s situation after strategic intervention; it is intentional;  It is subject to wanted interactions that could lead to an desired direction. 

  • COLLABORATION:

    Individuals working together with a common purpose/destination to achieve a shared direction  or desired outcome. In Orbital Strategy, it is the most positive interaction, leading to alignment on issues and ultimately positive outcomes. Collaboration is essential in today’s communications schemes.

  • COLLABORATOR:

    Type of actor. Acting as associated in your activity, helps reshape your outcomes in an sphere of common interest. Their interests are alignable.

  • COLLECTIVE INTENT:

    Belief that individual intentions alone will not explain collective action and that joint action requires joint shared  intentions. In Orbital Strategy, this means going from the corporate/organizational intent to a collective one, where interaction and collaboration has common ground and meaning. 

  • COLLISION(S) :

    Forces, conversations, perceptions, working against our desired outcome. Opposite of collaboration. Disconnected actions. Ongoing trajectory en route to collide against our desired outcomes.

  • COMPETITOR ACTIVATIONS:

    Through the use of internally developed and proprietary tools,  such as performance scorecards and trend spotting models, we are able to drill down and deliver a tangible, accountable picture of the competitor landscape. This allows for accurate benchmarking, best practice identification and learnings on what audience response is like.

  • CONVERSATION:

    A  spoken exchange of thoughts, opinions, and feelings.  Within  Orbital Strategy, we consider the conversation an expression of collective intentionality.  The content of the conversation reflects the perceptions and beliefs of a given community (the story) .  The Conversation evidences current thinking through Verbatim. We distinguish “my conversation”, which is the inner voice in the mind that expresses the way I analyze situations and my opinions; and “the conversation”, where the actors exchange in a more assertive way.

  • CONVERSATION AUDIT:

    this audit provides an ample range of models of execution that ensure our reports answer exactly what the client is out to uncover regarding what audiences have said; or the audit may to try to predict what audiences will say about the client’s brand or the competition.

  • CORPORATE GOVERNANCE:

    The rules and structure by which decision making occurs within a business structure.

  • CRE8TIVE COMPASS:

    Trademarked social research methodology that leverages the recruitment of audiences from relevant 'hang outs' on the social web that they have opted in to become part of.

  • CULTURE:

    The processes, symbols and behaviors that illustrate to people how to be successful in an organization.

  • CURRENT THINKING:

    Phrases, sayings, testimonials, what is being said, how things are in the organization, common criticism, common positives.
C

  • DEFAULT RELATIONSHIP:

    Situation before strategic intervention. Might be unintentional. There might not be strategic thought conditions for interaction. Subject to unwanted interactions that could lead to an unwanted direction.

  • DESTINATION:

    Purpose-driven journey or voyage. The place where caused collaboration with our stakeholders will take us. The purpose for which our Orbital Planning was designed and/or for which a given group is destined.

  • DETRACTOR:

    Type of actor. Acting as critical of your position. Attacks your reputation or motives. Dislikes your position but may agree with some of it.

  • DIRECTION:

    The ability to maintain an organization’s trajectory towards collaboration with key stakeholders in order to achieve a desired outcome. The technological revolution creates an environment of hyper interaction where it is impossible to achieve control. The alternative is to participate and collaborate towards a shared destiny.

  • DISCONNECT(S):

    Unsettling matters that keep us from interacting in an assertive way. Negative believes and interpretations we hold to be true and continuously validate in our minds. Disconnects are like short-circuits that do not allow positive energy flow into  issues.  They are normally of an emotional nature and once identified and confronted, they can be changed.  Disconnects tend to deplete energy and time, and diminish  effectiveness.

  • DISTINGUISHING/DISTINCTION(S):

    The act of bringing something new, by means of language, from the background into the foreground, setting it apart from everything else.  This opens up to a new variety of subtleties for new meaning.
D

  • EXTERNAL ORBIT:

    The audiences that you want to attract: new clients, voters or propagators.
E

  • FOLLOWER:

    Type of actor. Acting as a subscriber of your desired outcomes. Likes and agrees with your position and listens; still may have reservations.
F

  • GEOTARGETING:

    Today it is possible for Web sites to determine the physical location of site visitors and display content specifically relevant to them. If you search for certain products or services on Google, you may notice that the top search results are in your geographic market. This is geotargeting, and it makes SEM more beneficial to small and/or local businesses than ever.

  • GIVEN CONTEXT:

    Situation as understood by the client. Current context of the interaction among the stakeholders, constituencies, customers and consumers. Context is a fundamental part of meaning.
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  • IMPACT:

    Movement towards the desired direction.

  • INTERACTION:

    Reciprocal action or influence. action that occurs as two or more objects impact one another.  In today’s communications we see mutual impact and collaboration as essential,  as opposed to the model that looks only to persuade the public and listen for feedback. Within the notion of Orbital Strategy,  interaction is a genuine debate; direct and/or virtual contact with and amongst stakeholders that will reshape reality in real-time.

  • INTERNAL ORBIT:

    Clients, contractors/suppliers and employees- those already in our ecosystem.

  • INTERPERSONAL ORBIT:

    Communication that can be achieved 1:1 or 1:1000 without intermediaries.
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J

  • KEYWORD PHRASES:

     Keyword phrases are search terms you believe people will use on search engines to find you. “Keyword phrase” is more accurate than “keywords” because searchers almost always use more than one word when looking for a business (the most common being, product/service + location). The cost of keyword phrase analysis ranges from zero to many thousands of dollars.
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  • NEUTRAL:

    Type of actor. Acting as non supportive of any position. Inhibited for whatever reason. Indifferent, not informed. Potential ally or critic.

  • NEW THINKING:

    New wording that you choose to embrace in your mind to cause a new context of meaning and possibility. New thinking seldom comes from “my conversation” or “their conversation”. It is likely to flourish from asking what is the alternative conversation.
N

  • OPPONENT:

    Type of actor. Acting against, an antagonist or opposing force. Embodies the opposition. Less likely to align.

  • OPTIMIZED COPY:

    Optimized copy is Web content that incorporates your keyword phrases in ways that make search engines rank your page higher when searches are conducted for that phrase. Creating optimized content requires special skills and normally costs somewhat more than standard copywriting.

  • ORBITAL COMMUNICATIONS:

    The integration and interaction of internal, external and interpersonal communications.

  • ORBITAL DISORIENTATION:

    A syndrome resulting from confronting velocity,  participation, social conscience and transparency with no clear sense of direction. Under these conditions, clients may not understand the context of their circumstances, which is critical to finding their way to effectively collaborate with their stakeholders.

  • ORBITAL STRATEGY:

    Newlink proprietary methodology aligned with Orbital Communications and new world order.  Methodology is rooted in perceived reality; it is more emotional than rational ; leverages new possibilities and seeks to inspire passion for a shared direction. the essence of Orbital Strategy is choosing to connect differently than you do today.

    –Focuses on the present future
    –Believes outcomes can be caused
    –Relies on the fact that actors need to be engaged
    –Is desired to be collaborative, including client participation & buy-in through most of the process
    –Sets direction
    –Is impact-driven
    –Looks to inspire shared passion with company’s purpose
    –Seeks to achieve breakthrough connections

  • OUTCOME BASED STRATEGY:

    A model for renovating the current strategy vision model,  which is currently based on plans and objectives to be achieved, to a more open and purpose-driven possibility of what is needed to transform the future-present.

  • OUTCOME(S)/DESIRED OUTCOME(S):

    Desired business results.
O

  • PASSION:

    Passion has its own energy -- an energy that's observable and transferable.  Passion enables us to overcome obstacles (both real and imagined) and to see the world as a place of infinite potential. In Orbital Strategy, passion has the power to change the direction of events and/or the conversation.

  • PAST-PRESENT:

    Part of the present that is rooted/stuck in the past and that doesn’t allow forward looking actions.  The past-present is contrasted with, and defined by, the present-future in which Orbital Strategy Journey occurs.

  • PODCAST:

    A podcast is a digital audio file delivered over the Internet, and is technically different from a videocast. Podcasting technology is low cost, making it easy and inexpensive for a business to create and distribute podcasts. Since many people prefer audio to written communication, podcasts are quickly becoming a hot method of merchandising a product or service. 

  • POSSIBILITIES:

    Possibilities are caused. They turn big dreams into realities; they set/change direction of events energizing and inspiring others to deliver the exceptional outcomes. In order to embrace new possibilities, we need to stop validating the ways of the past. Things that could happen if we think differently. Going beyond what is perceived or conceived, regardless of the probability. In Orbital Strategy, the word possibilities means new ideas that generate breakthrough connections.

  • PRESENT-FUTURE:

    Forward-looking present that is not anchored down by the past .  Keeping one foot in the present and one foot in the future.  Operates on the promise that the FUTURE IS NOW. 

  • PURPOSE:

    The reason “why” something is done or for which something exists. Purpose is the foundation for creating vision, executing the mission, and abiding by the values of an organization.
P

  • QUANTUM LEAP:

    –A sudden, highly significant advance; breakthrough [from its use in physics meaning the sudden jump of an electron, atom, etc. from one energy level to another].
    –An abrupt change or step, especially in method, information, or knowledge
    –Abrupt change from one energy level to another, especially such a change in the orbit of an electron with the loss or gain of a quantum of energy.
Q

  • RELATIONSHIP FRAMEWORK:

    Orbital Strategy tool used to outline context, collisions and collaborations in order to envision new a direction in the relationship with the stakeholders.  The framework analyzes and compares default relationships to caused relationships through the filters of:  transparency, velocity, participation and social conscience.

  • RELATIONSHIPS:

    In our view, it’s a relationship with one or more actors.  Building, leveraging and sustaining these relationships is the ultimate goal of our Orbital Strategy.   Technology platforms will continue to change, so the rapport we construct with our key actors aims to build sustainable relationships that will evolve over time, regardless of the context.  Relationships are a critical piece of Orbital Strategy.
R

  • SHARED DIRECTION:

    Reflected as an outcome: it is our decision to move forward together to reshape the present–future. In Orbital Strategy, a shared direction has the inspired and secured collaboration of actors for reaching our destination. 

  • SOCIAL NETWORK MARKETING:

    This is the art and science of using social media to effectively and efficiently market a business or brand. The operative words here are “effectively” and “efficiently”, because used wisely, sites such as LinkedIn or Twitter can be more valuable sources of leads and information than anything you’ve ever seen.

  • SOCIAL THEATER:

    The (proper) analysis of conversations and brand-led activations happening on the social web gives rise to the opportunity for uncovering a level of research and insights that was unimaginable in the past. 

  • STRATEGIC EXPRESSIONS:

    Defining messages and programs that will secure collaboration.

  • STRATEGIC IMPACT:

    Determine actors and their influence. Analyze the conversation. Analyze actors impact & interaction.

  • STRATEGIC INTENT:

    High-level statements by which an organization will achieve its Destination or Purpose. Statements of design for creating a desirable future (stated in present terms).  Expression of strategy resulting from breakthrough thinking.  Responds to disconnects.

  • STRATEGY:

    Is the intersection of data informed perspective with creative thinking to define new ways of working in order to achieve a desired future state.
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  • VERBATIM:

    The exact reproduction of a phrase, quote. It is a reflection of the current thinking.  In our exercise, verbatim is used to examine the current thinking and desired thinking.
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