Business & Strategy terms

The big-picture decisions that determine whether your marketing is worth doing at all.

Competitive Advantage — Definition

A competitive advantage is the specific thing that makes your business meaningfully better or different than your competitors in a way your…

A discovery phase is a structured period at the start of an engagement — before any design, development, or campaign work begins — where yo…

A go-to-market (GTM) strategy is the plan for how you'll bring a product, service, or business to your target market. It defines who you're…

An ideal client profile is a detailed description of the type of customer who gets the most value from what you offer, is the easiest to wo…

Market positioning is the deliberate process of defining how your brand, product, or service occupies a specific place in your target custo…

Niche marketing is the strategy of focusing your business on a specific, well-defined segment of the market rather than trying to serve eve…

A retainer is an ongoing monthly agreement where a client pays an agency or consultant a set fee in exchange for a defined set of services …

Scope creep is what happens when a project gradually expands beyond its original agreed-upon boundaries — more pages added to the website, …

A statement of work is a formal document that outlines the specific deliverables, timelines, milestones, responsibilities, and terms for a …

White label refers to a product or service created by one company but sold and branded by another as their own. In marketing, a white label…