We Have You Covered From A-Z

"Buzz-words" can be annoying and yet, there are times when you need to use them to start a "buzz" or simply to decipher the noise.



In this context, a customer who promotes and refers your company due to his or her level of satisfaction.


A computer user's representation of himself or herself in the form of a three-dimensional model. (And you thought it wasn't possible to be in two places at one time.)



A brand is a promise that influences customer expectations and (hopefully) differentiates a company from its competitors. Branding encompasses a wide variety of components and strategies.

Brand Equity

Customer perceptions that define the value of one "brand name" over another. Example: A customer pays $85 more to purchase a specific "name brand" over a "generic" product with the same features.

Branding Precepts

At Discover True North we use the following three precepts to help our clients create or build a brand:

  • DESIGN: Satisfying the customer is not enough, the brand must be referral-worthy
  • METRICS & REMEDY: Value is built through research and responsiveness
  • DELIVERY & MAINTENANCE: Company-wide systems and mindset must be shaped or altered to consistently sustain your brand promise within the marketplace


Carbon Footprint

A measure of the impact human activities have on the environment in terms of the amount of greenhouse gases produced, measured in units of carbon dioxide, which negatively impact the environment and contribute to global warming.


An individual, group or an organization that purchases services or products from you.


Placing the customer smack dab in the center of your marketing efforts. It's especially helpful when the customer feels like a valued customer vs. someone you do transactions with--we can show you how.

Customer Relationship Management [CRM]

When united with a customer-centric orientation, CRM can be an effective multi-faceted approach that results in enhancing the value of the customer relationship.



The study of characteristics of a certain segment of population. You know, like iGen or Baby Boomers, or Pet Owners. Interesting stuff! (Also, very helpful to know when you need to create successful business strategies.)

Digital Immigrants

Individuals who grew up without digital technology and have adapted or adopted it over time.

Digital Natives

These are the people on the planet who have grown up using and feeling very comfortable with multiple platforms of digital technology. Check out: www.DigitalNative.org for the results of a fascinating study.

Digital World

A universe parallel to Earth, made from computer data and originating in Earth's communications networks.

Discovery Mapping!™

A phrase that usually includes the word "Analytics". Discovery mapping analytics is a process often used in software analysis or bio-medical research. Our team feels it correctly describes the process of research & analysis that we use including surveys, diagnostics, interviewing and more.



An event, an interaction, or a happening that impacts customer perception.



The best at anything they do, but we're not biased or anything. No seriously, check this out.


Gap Analysis

A gap analysis is an assessment tool used in business to compare actual performance against desired performance. Once the gaps are identified, a company has insight into areas that have room for improvement.



Human Performance Improvement. (Almost sounds like something you give the bionic man, eh?) check this out


Leadership Brand

A shared identity among your organization's leaders that differentiates what they can do from what your rivals' leaders can do. - Dave Ulrich and Norm Smallwood

Learning Management System [LMS]

A set of software tools designed to manage user learning interventions. LMSs go far beyond conventional training records management and reporting. Learner self service (e.g. self-registration on instructor-led training), training workflow (e.g. user notification, manager approval, waitlist management), the provision of on-line learning, online assessment, collaborative learning, and training resource management (e.g. instructors, facilities, equipment), are some of the additional dimensions to leading LMS's


When a satisfied customer prefers to spend his resources (time, money, endorsement) with one company, despite the fact that other comparable alternatives are available.

Loyalty Rewards

An incentive-based marketing strategy that acquires data and encourages customers to increase patronage, referrals, and/or usage. The incentive or "reward" may include savings or exclusive offers.


Mobile Media

Media devices such as PDA's or cell phones that provide portable media applications (video, etc.)


Next Generation (NextGen)

The next version or evolution of a service or product.

Next Generation Technology

Technological advances that maximize the way companies do business.


Net Operating Income


Personalized Marketing

A marketing technique that strives to customize (or personalize) a particular incentive or offering to individual customers instead of mass incentives or promotions.



Relating to branding or marketing. To modify, update, or change a product, service, or company in order to enhance customer perception and positive response.


Return on Investment. (We're sure you know this-but the higher the ROI, the better!)


San Francisco

If you've visited "The city by the bay" before, you may agree with Tony Bennett -you left your heart here. If you haven't been here before, you are in for a serious treat. check this out

Social Network

An online or virtual community. Examples: Facebook, Twitter and YouTube.

Second Life

Second Life is an Internet-based virtual world that enables its users to interact with each other through motional avatars. This social network service allows users to explore, socialize and participate in individual and group activities in a three dimensional virtual world.

Sprial Marketing Campaign

A marketing approach that diffuses internally to existing customers and strengthens the customer's connection with the company.


Traffic Generation

Produce visitors or leads through promotion via new media, word-of-mouth, advertising and more. What we want to talk to you about is "Qualified Traffic".


The rate at which an organization gains or loses employees./p>


Viral Marketing Campaign

A marketing approach that spreads in epidemic magnitude in which customers (rather than the company), advertise or refer a product or service to non-customers.

Virtual Corporate University

An online education program within an organization that provides job-specific, company-specific, training to employees. Many experts in the field of education expect the popularity of virtual corporate universities to continue to grow.

Virtual World

A computer-based simulated environment intended for its users to inhabit and interact via avatars.