GlossaryPlain-English
Plain-English
definitions.
A short, opinionated glossary of the terms we use on this site and in our briefs. If a word isn’t here, we don’t use it.
- Brand identity
- The system of naming, positioning, voice, visual language, and guidelines that make a business recognisable across every surface it touches.
- Conversion map
- A diagram of the path a visitor takes to a single conversion event — a booked call, a free trial, a lead form, a sale. Built before a single pixel moves.
- GTM (go-to-market)
- The strategy for taking a new product or brand to market — positioning, channels, messaging, launch sequence, and the first 90 days of execution.
- ICP (ideal customer profile)
- A specific, written description of the customer a product or service is for. The opposite of "everyone."
- LCP (Largest Contentful Paint)
- A performance metric: how long it takes the biggest element on a page to render. A good LCP is under 1.5s on mobile 4G.
- Senior team
- The people who have shipped real work for at least 5 years. Not the people who call themselves senior.
- Sprint
- A short, focused engagement — 2 weeks, fixed fee, single deliverable. Useful when the brief is small and the budget is bounded.