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	<title>The revenue lexicon - Enrico Giubertoni</title>
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	<link>https://www.enricogiubertoni.com/en/glossary</link>
	<description>New entries of the glossary of digital marketing, B2B sales and AI in business</description>
	<lastBuildDate>Thu, 22 Oct 2026 07:00:00 +0000</lastBuildDate>
	<language>en-GB</language>
	<copyright>CC BY-NC 4.0</copyright>
	<item>
		<title>Brunsviga</title>
		<link>https://www.enricogiubertoni.com/en/glossary/brunsviga</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Brunsviga is the brand of mechanical calculators built by Grimme, Natalis & Co. of Braunschweig, Germany, and takes its name from the Latin form of the city. They are pinwheel calculators: at the end of the nineteenth century the company licensed the design of Willgodt Theophil Odhner, and its engineer Franz Trinks improved it until it was fit for large-scale production.]]></description>
	</item>
	<item>
		<title>Brunsviga 13</title>
		<link>https://www.enricogiubertoni.com/en/glossary/brunsviga-13</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[The Brunsviga 13 is a pinwheel calculator model by Brunsviga, built by Grimme, Natalis & Co. of Braunschweig. According to the Rechnerlexikon production ran from 1927 to 1943, and the pre-war models always came in black; green arrived with the post-war versions.]]></description>
	</item>
	<item>
		<title>Brunsviga Trinks MR</title>
		<link>https://www.enricogiubertoni.com/en/glossary/brunsviga-trinks-mr</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[The Brunsviga Trinks MR is a pinwheel calculator model by Brunsviga, built by Grimme, Natalis & Co. of Braunschweig from 1916 to 1924. MR stands for Miniature Rechenmaschine, meaning "miniature calculating machine": it is a compact version of the firm's desk machines.]]></description>
	</item>
	<item>
		<title>Rema Patent</title>
		<link>https://www.enricogiubertoni.com/en/glossary/rema-patent</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/rema-patent</guid>
		<description><![CDATA[The Rema Patent is a pinwheel calculator built by REMA GmbH of Braunschweig, Germany, active from 1914 to around 1927 with the engineers Richard Haase and Hermann Hoffmeister. Its first patent, from September 1914, covers a pinwheel machine with keyboard entry: numbers are entered by pressing keys instead of turning a lever for each digit.]]></description>
	</item>
	<item>
		<title>Stepped drum</title>
		<link>https://www.enricogiubertoni.com/en/glossary/stepped-drum</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[The stepped drum is a cylinder with nine teeth of increasing length set along its axis, devised by Gottfried Wilhelm Leibniz in 1672 for his calculating machine. A small gear slides parallel to the cylinder: depending on where it is moved, one turn of the drum engages from zero to nine teeth, and the matching digit advances in the result register.]]></description>
	</item>
	<item>
		<title>TIM Time is Money</title>
		<link>https://www.enricogiubertoni.com/en/glossary/tim-time-is-money</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/tim-time-is-money</guid>
		<description><![CDATA[The TIM, short for Time is Money, is a mechanical calculator built by Ludwig Spitz & Co. of Berlin, founded in 1907, with production lasting until around 1940. It uses the stepped drum, the system devised by Leibniz and brought to series production by Thomas de Colmar, and so it differs from pinwheel calculators such as the Brunsviga.]]></description>
	</item>
	<item>
		<title>Triumphator</title>
		<link>https://www.enricogiubertoni.com/en/glossary/triumphator</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Triumphator is the brand of mechanical calculators built by Triumphator Rechenmaschinenfabrik of Leipzig, Germany. The company was founded in 1900 as Leipziger Röhrenwerke, moved production to Leipzig in 1904 and to Molkau in 1920, and built calculators until around 1965.]]></description>
	</item>
	<item>
		<title>Turing machine</title>
		<link>https://www.enricogiubertoni.com/en/glossary/turing-machine</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/turing-machine</guid>
		<description><![CDATA[The Turing machine is the abstract model of computation that Alan Turing described in 1936 in the paper On Computable Numbers. It is an imaginary machine, designed to state precisely what "computing by following a procedure" means, and it has three elements:]]></description>
	</item>
	<item>
		<title>Turing test</title>
		<link>https://www.enricogiubertoni.com/en/glossary/turing-test</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Thu, 22 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/turing-test</guid>
		<description><![CDATA[The Turing test is the trial proposed by Alan Turing in 1950, in the paper Computing Machinery and Intelligence, to tackle the question "can machines think?". Turing replaces it with a question that can be checked: a machine passes if, in a written conversation, the interrogator cannot tell it apart from a person.]]></description>
	</item>
	<item>
		<title>Guido Ferraro</title>
		<link>https://www.enricogiubertoni.com/en/glossary/guido-ferraro</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 16:00:00 +0000</pubDate>
		<category><![CDATA[Persuasion]]></category>
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		<description><![CDATA[Guido Ferraro is an Italian semiotician who teaches General Semiotics and Narrative Theory at the University of Turin. Semiotics is the discipline that studies how signs (words, images, objects, interfaces) produce meaning, and Ferraro has applied it to myth, cinema, advertising, lifestyles and new media.]]></description>
	</item>
	<item>
		<title>Alan Turing</title>
		<link>https://www.enricogiubertoni.com/en/glossary/alan-turing</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Alan Turing (London, 1912 - Wilmslow, 1954) was a British mathematician and logician, regarded as one of the founders of computer science and artificial intelligence. His work marks the shift from mechanical technologies of intelligence, which perform one operation at a time, to the computer that runs any procedure described to it.]]></description>
	</item>
	<item>
		<title>Camillo Olivetti</title>
		<link>https://www.enricogiubertoni.com/en/glossary/camillo-olivetti</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
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		<description><![CDATA[Camillo Olivetti (Ivrea, 1868 - Biella, 1943) was an Italian engineer and entrepreneur, the founder of Olivetti. In 1908 he opened Ing. C. Olivetti & C. in Ivrea, Italy's first typewriter factory, and in 1911 he presented the first model, the M1, at the International Exhibition in Turin.]]></description>
	</item>
	<item>
		<title>Franz Trinks</title>
		<link>https://www.enricogiubertoni.com/en/glossary/franz-trinks</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Franz Trinks (1852 - 1931) was a German engineer associated with Grimme, Natalis & Co. of Braunschweig, Germany, the manufacturer of Brunsviga calculators. The Brunsviga is a pinwheel calculator based on the design of Willgodt Theophil Odhner, which the Braunschweig company licensed at the end of the nineteenth century.]]></description>
	</item>
	<item>
		<title>Hype</title>
		<link>https://www.enricogiubertoni.com/en/glossary/hype</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
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		<description><![CDATA[Hype is the media buzz that builds around a technology, a product or a trend: articles, conferences and announcements multiply and inflate expectations before anyone knows what it will actually change at work. In everyday English the word means insistent, exaggerated promotion.]]></description>
	</item>
	<item>
		<title>In-company training</title>
		<link>https://www.enricogiubertoni.com/en/glossary/in-company-training</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
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		<description><![CDATA[In-company training is training designed for a single company and delivered to its own people. In the words of the article that introduces it, it "comes into the company and works on its processes, data and opportunities, with its own people and no competitors in the room".]]></description>
	</item>
	<item>
		<title>Original-Odhner St. Petersbourg</title>
		<link>https://www.enricogiubertoni.com/en/glossary/original-odhner-st-petersbourg</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[The Original-Odhner St. Petersbourg is the pinwheel calculator built in Saint Petersburg by the Maschinenfabrik W. T. Odhner, the factory of Willgodt Theophil Odhner, while the city still bore that name. The factory had been making pinwheel arithmometers there since 1874, and the trade name "Original-Odhner" has been in use since about 1907.]]></description>
	</item>
	<item>
		<title>Pier Giorgio Perotto</title>
		<link>https://www.enricogiubertoni.com/en/glossary/pier-giorgio-perotto</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Pier Giorgio Perotto (Turin, 1930 - Genoa, 2002) was an Italian engineer and computer scientist, the designer who at Olivetti led the team that created the Programma 101, the first personal computer in history, which carries his name in its nickname, Perottina.]]></description>
	</item>
	<item>
		<title>Pinwheel calculator</title>
		<link>https://www.enricogiubertoni.com/en/glossary/pinwheel-calculator</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/pinwheel-calculator</guid>
		<description><![CDATA[A pinwheel calculator is a mechanical calculator that sets each digit by pushing zero to nine pins out of a disc. Turning the crank, the protruding pins act as teeth and advance the matching digit in the result register. According to John Wolff, all machines of this type derive, to a greater or lesser extent, from the designs of Willgodt Theophil Odhner in the 1870s and 1880s, which is why it is also called the Odhner arithmometer.]]></description>
	</item>
	<item>
		<title>Programma 101</title>
		<link>https://www.enricogiubertoni.com/en/glossary/programma-101</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/programma-101</guid>
		<description><![CDATA[The Programma 101, nicknamed Perottina or P101, is the first personal computer in history: a programmable desktop calculator, used by one person at their own desk, designed by Olivetti between 1962 and 1964 and manufactured from 1965 to 1971.]]></description>
	</item>
	<item>
		<title>Webinar</title>
		<link>https://www.enricogiubertoni.com/en/glossary/webinar</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/webinar</guid>
		<description><![CDATA[A webinar is a live online seminar: a speaker, or a small panel, addresses an audience connected remotely from a computer, a tablet or a phone. The name blends the words web and seminar. Attendees follow the presentation, type their questions in the chat and can often watch the recording afterwards.]]></description>
	</item>
	<item>
		<title>Willgodt Theophil Odhner</title>
		<link>https://www.enricogiubertoni.com/en/glossary/willgodt-theophil-odhner</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Wed, 21 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
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		<description><![CDATA[Willgodt Theophil Odhner (1845 - Saint Petersburg, 1905) was a Swedish engineer who worked in Saint Petersburg, Russia, and invented the pinwheel calculator. According to John Wolff, all calculators of this type derive, to a greater or lesser extent, from his designs of the 1870s and 1880s.]]></description>
	</item>
	<item>
		<title>Adriano Olivetti</title>
		<link>https://www.enricogiubertoni.com/en/glossary/adriano-olivetti</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/adriano-olivetti</guid>
		<description><![CDATA[Adriano Olivetti (Ivrea, 1901 - 1960) was an Italian entrepreneur, the son of Camillo Olivetti, who in 1908 had founded in Ivrea Italy's first typewriter factory. Adriano joined the company in the 1920s, became its president in 1938 and turned it into a business of international standing.]]></description>
	</item>
	<item>
		<title>AI adoption</title>
		<link>https://www.enricogiubertoni.com/en/glossary/ai-adoption</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/ai-adoption</guid>
		<description><![CDATA[AI adoption is the path through which a company brings artificial intelligence into its working processes. It covers choosing the tools, training people, setting usage rules and measuring results, so it concerns the organisation even before the technology.]]></description>
	</item>
	<item>
		<title>IT</title>
		<link>https://www.enricogiubertoni.com/en/glossary/it</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
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		<description><![CDATA[IT (Information Technology) is the business function that runs information systems: computers, networks, software, data and their security. The term covers both the discipline and the department in charge of it.]]></description>
	</item>
	<item>
		<title>Multi-company courses</title>
		<link>https://www.enricogiubertoni.com/en/glossary/multi-company-courses</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
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		<description><![CDATA[Multi-company courses are courses open to people who work in different companies, with the same programme for every participant. They are the classic form of the one to many approach, one person speaking to many, and the articles on this site place them next to "the webinars with twenty thousand participants."]]></description>
	</item>
	<item>
		<title>One to many</title>
		<link>https://www.enricogiubertoni.com/en/glossary/one-to-many</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
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		<description><![CDATA[One to many is the communication model in which a single source speaks to many recipients with the same message: one person speaking to many.]]></description>
	</item>
	<item>
		<title>Rumsfeld matrix</title>
		<link>https://www.enricogiubertoni.com/en/glossary/rumsfeld-matrix</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/rumsfeld-matrix</guid>
		<description><![CDATA[The Rumsfeld matrix is a four-quadrant scheme for sorting what is known and what is not before a decision. It is named after Donald Rumsfeld, then United States Secretary of Defense, who at the press conference of 12 February 2002 distinguished between "known knowns", "known unknowns" and "unknown unknowns".]]></description>
	</item>
	<item>
		<title>Technologies of intelligence</title>
		<link>https://www.enricogiubertoni.com/en/glossary/technologies-of-intelligence</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Artificial intelligence]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/technologies-of-intelligence</guid>
		<description><![CDATA[Technologies of intelligence are the machines that mechanised intellectual work before the computer: mechanical calculators, which perform arithmetic, and typewriters, which make writing fast, legible and reproducible. They are the ancestors of artificial intelligence, because for the first time they hand part of office thinking over to a mechanism.]]></description>
	</item>
	<item>
		<title>Tutorial</title>
		<link>https://www.enricogiubertoni.com/en/glossary/tutorial</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Tue, 20 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
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		<description><![CDATA[A tutorial is content that teaches step by step how to use a product or software, or how to complete a task. It can be a video, a written guide with screenshots or an interactive walkthrough inside the product itself.]]></description>
	</item>
	<item>
		<title>Chris Anderson</title>
		<link>https://www.enricogiubertoni.com/en/glossary/chris-anderson</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/chris-anderson</guid>
		<description><![CDATA[Chris Anderson is an American journalist and author, editor-in-chief of Wired from 2001 to 2012, and one of the writers who explained the internet economy while it was taking shape. He should not be confused with the curator of the TED conferences, who shares his name.]]></description>
	</item>
	<item>
		<title>Copyleft</title>
		<link>https://www.enricogiubertoni.com/en/glossary/copyleft</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Rules, risk and compliance]]></category>
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		<description><![CDATA[Copyleft is the reversal of copyright devised by Richard Stallman in the 1980s: it uses the tools of copyright law to get the opposite effect. The author keeps the rights and allows everyone to use, modify and redistribute the work, on one condition: whoever redistributes it, modified or not, must grant the same freedoms under the same terms. The name plays on right and left: from «all rights reserved» to «all rights left».]]></description>
	</item>
	<item>
		<title>Copyright</title>
		<link>https://www.enricogiubertoni.com/en/glossary/copyright</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Rules, risk and compliance]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/copyright</guid>
		<description><![CDATA[Copyright is the legal protection of creative works, such as texts, images, music, photographs, software and databases: it gives the author the exclusive right to reproduce, distribute and adapt them, and to authorise others to do so. Protection arises when the work is created, with no registration, and in the European Union it lasts for the author's life plus seventy years. The © symbol with the holder's name and the year shows who owns the rights; the phrase «all rights reserved» says every use must be requested.]]></description>
	</item>
	<item>
		<title>Creative Commons</title>
		<link>https://www.enricogiubertoni.com/en/glossary/creative-commons</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Rules, risk and compliance]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/creative-commons</guid>
		<description><![CDATA[Creative Commons is the non-profit organisation founded in 2001 by Lawrence Lessig, and also the family of licences that bears its name. Lessig, promoting the idea of a «free culture», raised core questions about copyright in the digital age. The practical answer is a shift from «all rights reserved» to «some rights reserved»: the author keeps the copyright and states in advance what others may do, so nobody has to ask permission case by case.]]></description>
	</item>
	<item>
		<title>Early adopter and late adopter</title>
		<link>https://www.enricogiubertoni.com/en/glossary/early-adopter</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/early-adopter</guid>
		<description><![CDATA[An early adopter takes up a technology, a product or a business model first, before it becomes common; a late adopter enters once the path is already open. For a company, and for a system of companies such as Europe's, these are two innovation strategies, and both are opportunities. The early adopter creates new worlds and takes on the risk of a market that does not exist yet. The late adopter works with hindsight: someone has invented something and opened a path, but the invention still has flaws, so whoever comes next enters with the sturdy, powerful, refined version. It follows that coming second is a choice, and often it is the choice that wins the market. For Europe it means that an opportunity missed as an early adopter can be taken up again as a late adopter, with its own view of the world and the values of the European Union.]]></description>
	</item>
	<item>
		<title>GPL (GNU General Public License)</title>
		<link>https://www.enricogiubertoni.com/en/glossary/gpl</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Rules, risk and compliance]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/gpl</guid>
		<description><![CDATA[The GPL (GNU General Public License) is the free software licence written by Richard Stallman for the Free Software Foundation and published in 1989. It grants everyone four freedoms: to use the program, to study its source code (the instructions written by programmers), to modify it and to redistribute it. The condition is copyleft: whoever distributes the program, modified or not, must do so under the same licence and make the code available.]]></description>
	</item>
	<item>
		<title>Knowledge Graph</title>
		<link>https://www.enricogiubertoni.com/en/glossary/knowledge-graph</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Data and infrastructure]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/knowledge-graph</guid>
		<description><![CDATA[The Knowledge Graph is the database Google uses to describe the world as a set of entities (people, companies, places, works, concepts) joined by relations: a person founded a company, the company is based in a city, the city is in a country. Google introduced it in 2012, and since then search engines have reasoned more and more about things and less and less about strings of text.]]></description>
	</item>
	<item>
		<title>Lawrence Lessig</title>
		<link>https://www.enricogiubertoni.com/en/glossary/lawrence-lessig</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/lawrence-lessig</guid>
		<description><![CDATA[Lawrence Lessig is an American legal scholar and Harvard law professor, a key figure of the internet for founding Creative Commons and for sitting on the board of the Electronic Frontier Foundation (the association that defends civil liberties online). He belongs to the line of thought that set out to define an ethical and legal framework for the emerging information society.]]></description>
	</item>
	<item>
		<title>llms.txt</title>
		<link>https://www.enricogiubertoni.com/en/glossary/llms-txt</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Data and infrastructure]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/llms-txt</guid>
		<description><![CDATA[llms.txt is a plain-text file placed at the root of a website (at /llms.txt) to introduce the site to large language models, or LLMs (the systems behind AI assistants). It is a proposal published in 2024 by Jeremy Howard, and it remains a voluntary convention with no body governing it.]]></description>
	</item>
	<item>
		<title>Open Graph</title>
		<link>https://www.enricogiubertoni.com/en/glossary/open-graph</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Data and infrastructure]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/open-graph</guid>
		<description><![CDATA[Open Graph is the protocol Facebook introduced in 2010 to turn a web page into an object social platforms can recognise. It is written as a few meta tags in the page's HTML header, all prefixed with og:: og:title for the title, og:description for the short text, og:image for the image, og:url for the canonical address (the official one for the page) and og:type for the content type.]]></description>
	</item>
	<item>
		<title>SKOS</title>
		<link>https://www.enricogiubertoni.com/en/glossary/skos</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Mon, 19 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Data and infrastructure]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/skos</guid>
		<description><![CDATA[SKOS (Simple Knowledge Organization System) is the standard for publishing a controlled vocabulary on the web: a thesaurus (a dictionary of related terms), a taxonomy (a tree-shaped classification) or a list of categories. The W3C (the consortium that sets web standards) published it in 2009, and it rests on the linked data language of the semantic web.]]></description>
	</item>
	<item>
		<title>Comfort zone</title>
		<link>https://www.enricogiubertoni.com/en/glossary/comfort-zone</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/comfort-zone</guid>
		<description><![CDATA[The comfort zone is the condition in which a person, a group or a company operates with familiar habits and without anxiety, because everything is predictable. The expression entered management vocabulary with Judith M. Bardwick, whose book «Danger in the Comfort Zone» (1991) describes organisations in which security lowers commitment; behind it lies the Yerkes-Dodson law (1908), according to which performance grows with a moderate level of tension and falls when tension is missing or excessive.]]></description>
	</item>
	<item>
		<title>Fast fashion</title>
		<link>https://www.enricogiubertoni.com/en/glossary/fast-fashion</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/fast-fashion</guid>
		<description><![CDATA[Fast fashion is the clothing model that renews collections within a few weeks instead of every season, at affordable prices. The company controls design, production and distribution, and store sales data go back to the designers every day: the assortment follows demand instead of anticipating it. The expression spread in 1989, when the New York Times used it to describe Zara's arrival in New York.]]></description>
	</item>
	<item>
		<title>Jargon</title>
		<link>https://www.enricogiubertoni.com/en/glossary/jargon</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Persuasion]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/jargon</guid>
		<description><![CDATA[Jargon is the language of acronyms, technical terms and stock phrases that a group develops internally. It shortens sentences among those who share it and makes them opaque to everyone else: other departments, customers, suppliers. The word comes from Old French jargon, the twittering of birds, and Geoffrey Chaucer already uses it in that sense in the fourteenth century.]]></description>
	</item>
	<item>
		<title>JSON-LD</title>
		<link>https://www.enricogiubertoni.com/en/glossary/json-ld</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Data and infrastructure]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/json-ld</guid>
		<description><![CDATA[JSON-LD (JavaScript Object Notation for Linked Data, a machine-readable text format for linking data together) is the format a web page uses to describe in a structured way who it is and what it is about: a company, a product, an article, an event. The code sits in a block invisible to the reader and uses the schema.org vocabulary, launched jointly by Google, Bing, Yahoo! and Yandex in 2011. The W3C (the body that sets web standards) published it as a recommendation in 2014; Manu Sporny is among its authors.]]></description>
	</item>
	<item>
		<title>Live commerce</title>
		<link>https://www.enricogiubertoni.com/en/glossary/live-commerce</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/live-commerce</guid>
		<description><![CDATA[Live commerce (or live shopping) is selling during a live video: the host shows products, answers questions in the chat and the audience buys without leaving the screen. It was born in China, where Alibaba launched Taobao Live in 2016, the same year Jack Ma announced New Retail; from there it spread with TikTok Shop and live streams on social networks.]]></description>
	</item>
	<item>
		<title>Sell-through rate</title>
		<link>https://www.enricogiubertoni.com/en/glossary/sell-through-rate</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Metrics and measurement]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/sell-through-rate</guid>
		<description><![CDATA[Sell-through rate is the share of goods sold relative to goods received in a period: units sold divided by units received, as a percentage. It shows how quickly a product leaves the warehouse or the shelf, and it is the figure that in fast fashion and ultra fast fashion decides whether an item is remade or dropped.]]></description>
	</item>
	<item>
		<title>Social commerce</title>
		<link>https://www.enricogiubertoni.com/en/glossary/social-commerce</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/social-commerce</guid>
		<description><![CDATA[Social commerce is buying that happens inside a social network, without leaving the app: a product is discovered in a post, a video or a friend's recommendation, and bought right there. The expression was introduced by Yahoo! in 2005 for its services in which users recommended products to other users; the model gained strength with Instagram Shopping (2018) and with TikTok Shop, which reached the European Union in 2024.]]></description>
	</item>
	<item>
		<title>Test and repeat</title>
		<link>https://www.enricogiubertoni.com/en/glossary/test-and-repeat</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Process and organisation]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/test-and-repeat</guid>
		<description><![CDATA[Test and repeat is the method ultra fast fashion uses to decide what to produce: an item is put on sale in a small batch, its sales are measured over the first days and it is remade in volume only if the numbers justify it. It is the method that made Shein known, and it is a close relative of the Lean Startup logic (try small, measure, decide).]]></description>
	</item>
	<item>
		<title>Ultra fast fashion</title>
		<link>https://www.enricogiubertoni.com/en/glossary/ultra-fast-fashion</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/ultra-fast-fashion</guid>
		<description><![CDATA[Ultra fast fashion is the onlife evolution of fast fashion: the collection is no longer decided by a design office but by online sales data. The company puts thousands of models on sale in its app in very small batches, measures in real time which ones sell and remakes only those, with the method called test and repeat. The catwalk becomes the smartphone, and the store is no longer needed. The case that defined the model is Shein, born in 2008 in Nanjing, China; Temu, PDD Holdings' platform, extended its logic to every product category.]]></description>
	</item>
	<item>
		<title>Yahoo!</title>
		<link>https://www.enricogiubertoni.com/en/glossary/yahoo</link>
		<dc:creator><![CDATA[Enrico Giubertoni]]></dc:creator>
		<pubDate>Sun, 18 Oct 2026 07:00:00 +0000</pubDate>
		<category><![CDATA[Channels and tools]]></category>
		<guid isPermaLink="false">https://www.enricogiubertoni.com/en/glossary/yahoo</guid>
		<description><![CDATA[Yahoo! was the first major web portal. Jerry Yang and David Filo, two Stanford University PhD students, founded it in 1994 as a list of their favourite sites, under the name «Jerry and David's Guide to the World Wide Web». Unlike the search engines that came later, it was a catalogue compiled by people and ordered by category. In 1999 it bought GeoCities; it later lost the lead in search to Google, and in 2017 its core business passed to Verizon.]]></description>
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