Definition
Advertising as Fuel
Treating paid media spend as a controllable lever that can be increased or decreased quickly.
From the episode “Congrats on the Revenue, Sorry About Your Money”Hear it on the podcast1 episode
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Related terms in Growth, Sales & Marketing
10% Adoption CeilingThe natural plateau of AI adoption — approximately 10% of any organization's staff — reachable through self-motivated employees alone. This cohort adopts without encouragement. Breaking through to 30–50% requires deliberate change management: leadership modeling, structured learning, accountability, and cultural expectation-setting. Most enterprise AI 'transformations' are actually 10% stories.Above/Below the LineJim Dethmer's conscious leadership concept from The 15 Commitments of Conscious Leadership: a real-time self-diagnostic for your current emotional and cognitive state. Above the line: operating from openness, curiosity, and genuine engagement. Below the line: operating from fear, defensiveness, envy, or any unacknowledged negative emotion that distorts your responses. The value is awareness: simply recognizing which state you're in — and being able to name it with others — creates the gap between stimulus and response that allows for intentional action. Kevin credits this framework as transformative for his personal relationships and leadership practice.Adaptive workflowClyde's June release, which builds a custom flow in real time instead of forcing a predetermined path.AEO (Answer Engine Optimization)Answer Engine Optimization, optimizing content to be cited by AI assistants like ChatGPT, Claude, and Perplexity, not just ranked by search engines.AI OverviewGoogle's AI-generated summary that appears at the top of search results, synthesizing content from multiple sources. Ranking well requires fresh, original, authoritative content.AI Trust / LLM VisibilityThe signals LLMs use when deciding which brands, products, and services to surface in responses — the AI-native equivalent of SEO authority. LLMs look for consistency of narrative across the entire internet: your own site, Reddit, Wikipedia, review platforms, press coverage. A company with strong owned content but contradictory third-party coverage gets down-weighted because the model detects the discrepancy. The strategic implication: the new SEO is epistemic consistency — being accurate and saying the same thing everywhere, because AI aggregates all of it simultaneously.AOVAverage Order Value.AstroTurfCoordinated inauthentic behavior online, where bot accounts or paid commenters simulate organic grassroots sentiment. A growing problem on Reddit and social media broadly.