(DEF) The active bond between people and the brands, companies, institutions, governments and ecosystems of influence around them.

(DEF) A person or group identified as the intended recipient of an action through shared attributes, needs or behaviours.

(DEF) A person able to choose, create, act and influence the brands, organisations and communities they relate to.

(DEF) An actor whose ability to decide, legitimise, mobilise or block is decisive for a particular challenge.

(DEF) Relationships activated around an issue through which meaning and influence can change interpretations, decisions and behaviour.

(DEF) The lens through which Newlink understands today's world as a system of empowered actors, interests and connections that shape engagement.

(DEF) The common ground where an organisation's legitimate interests meet society's interests and give meaning to people's participation.

(DEF) A meeting ground between different interests that makes shared action possible.

(DEF) An organisation's reason for existing and the contribution it seeks to make.

(DEF) A map of the actors, orbits and relationships that can enable or prevent the intended movement.

(DEF) The relationships an organisation already maintains with its actors.

(DEF) The relationships an organisation wants, needs or may need to build.

(DEF) Newlink's collaborative planning methodology for turning understanding of a challenge into shared decisions and a route to action.

(DEF) The movement within Orbital Strategy that builds understanding of the challenge, tests assumptions and gathers evidence for decisions.

(DEF) The collaborative development of strategic direction and decisions by people who bring knowledge and responsibility for the outcome.

(DEF) The movement within Orbital Strategy that designs the relationships, interventions and actions needed to put the chosen direction into practice.

(DEF) The system that connects Newlink's thinking, planning, interventions and learning to generate engagement.

(DEF) The people, capabilities, relationships, knowledge and resources Newlink can mobilise around a challenge.

(DEF) Structured Newlink interventions that connect a business problem with capabilities, processes, deliverables and evidence of change.

(DEF) A combination of Programs selected and coordinated for their contribution to a challenge and its intended movement.

(DEF) A circuit of intelligence, measurement and learning that interprets signals and results to guide decisions in the Newlink system.

(DEF) An observable change in a relationship, behaviour, decision or outcome relevant to the challenge.

(DEF) A focused intervention in actors, relationships or experiences that seeks to produce meaningful movement.

(DEF) Understanding of data, signals, context and experience that enables judgement and informs decisions.

(DEF) Human responsibility for judgement, decisions and the consequences of work, including when AI is involved.

(DEF) A condition of continuous change in which assumptions lose relevance and organisations must act while learning and adapting.

(DEF) A change in people's expectations, autonomy and experiences that transforms their relationships with organisations.

(DEF) The gap between the integrated relationship people experience and the fragmented response they receive from an organisation.

(DEF) The tension between increasing technological connectivity and the absence of a corresponding increase in closeness, trust or relevance.

(DEF) The tension through which preserving a relationship's value requires changing it as people and context change.

(DEF) The spread of a practice or behaviour through relationships and conditions that enable people and teams to adopt and sustain it.

(DEF) Relationships whose contribution is decisive for an outcome relevant to the challenge.

(DEF) Relationships in which exchange creates obstacles, delays, conflict or distrust that make progress harder.

(DEF) Interrupted or absent relationships in which a necessary exchange is missing.

(DEF) Relationships that arise or become relevant as actors, tasks, interests or capabilities change.

(DEF) Time gained to understand, decide and act before a situation reduces the available options.

(DEF) Credibility recognised in a person, source or organisation within a particular issue and context.

(DEF) The ability developed before a crisis to recognise threats, make decisions and coordinate a response under pressure.

(DEF) A way of working that connects Newlink's talent, markets and specialisms around a shared challenge.

(DEF) Newlink's positioning that brings strategy, creativity, intelligence and execution together around generating engagement.

(DEF) A system of meanings and experiences that identifies and differentiates a brand and gives people reasons to choose it.

(DEF) The assessment actors form of an organisation through its behaviour, results, relationships and the information circulating about it.

(DEF) A system of shared meanings, norms and practices that guides how people decide, collaborate and act within an organisation.