Business C1 · Lesson 1B
Every word and expression from this lesson — with definitions, synonyms and examples.
a related market or skill you can credibly move into
the distance between what you claim and what people believe of you
the specific thing that makes an offering distinct from competitors
push out and replace
the ~13.5% who buy new ideas because they share the belief
soften a claim to avoid being challenged
follow behind, arrive later than
the pattern by which ideas spread through a population
accept something uncomfortable rather than resist it
the shape of a story — where you came from, where you are, where you're going
how a brand or professional is deliberately placed in the audience's mind
the accumulated goodwill that lets you take credible risks
an unwanted trace or association left behind
a brief way of describing something complex
the recognisable, repeated action associated with a professional or brand
lead with purpose or belief, not features
Sinek's model — why → how → what
the small signal that reveals the truth (from poker)
the concise promise of what you deliver and to whom