Executive position. The module's conclusion, stated at the top before any reasoning. Written so it can be read on its own.

Mandate and boundary. What the module is responsible for and what it deliberately leaves to another module. Useful when you are wondering why something is not covered where you expected it.

Evidence posture. A stock-take of how solid the evidence is before the findings are presented. The wording shifts by module: known, inferred and open in Module 1; supported, directional and pending in Module 2; supported, modeled and pending in Module 4; supported, proposed and missing in Module 6; supplied, synthesized and pending in Module 7. Same purpose each time.

Strategic thesis. The central argument the module rests on, in one passage.

Governing rule. The single constraint that overrides other considerations when they conflict.

Area summaries. A condensed version of the module at the end, for re-reading without going through the whole thing.

Stitched volume. A document that binds several module briefs together in order. Used for team briefs.

Extraction brief. A document that only restates findings from the reports, with no new analysis added.

Opportunity territory. A broad area worth pursuing, identified before it has been narrowed into a specific concept.

White space. A combination of jobs or benefits that no competitor currently owns. Where the opening is.

Saturation. The opposite. Where the market already has many comparable answers.

Underserved territory. Demand that exists but is being served poorly rather than not at all.

Top-N shortlist. The ranked set of opportunities that survived the ranking logic.

Recommended opportunity zone. The one the analysis recommends pursuing, drawn from that shortlist.

Entry-window hypothesis. A view on timing. How long the opening is likely to stay open.

Pathway hypothesis. One of several competing routes forward, usually labelled Pathway A, Pathway B and so on. Each is a bet to test, not a decision already made.

Concept portfolio logic. Why the concept set is arranged as it is, rather than being a list of disconnected feature ideas.

Advancement gate. The shared set of questions every concept has to clear to move forward. The same gate applies to each concept, which is what makes them comparable.

Raw score readout and its limit. The weighted scores for each concept, published alongside an explicit statement of what those scores do and do not prove. The limit section matters as much as the scores.

Proceed, hold, revise and retire rules. The decision rules applied at each gate, so an outcome maps to an action rather than a debate.

Must-have and must-avoid guardrails. Conditions any concept has to meet, and conditions any concept has to steer clear of.

Prioritized design-fix list. Known problems with the current concepts, ordered by what to address first.

Persona. A defined audience segment used consistently across modules, so findings can be compared between them.

Attractor. A recurring desire pattern across personas. The thing pulling people toward a product, rather than a feature it happens to have.

Cross-persona attractor priority. An attractor that shows up across multiple personas, which makes it a stronger bet than one confined to a single group.

Moment of truth. The point in the journey where the user decides whether to trust the product. Distinct from a general pain point, because the outcome turns on it.

Friction zone. A point where the user gets annoyed, loses confidence, or concludes the product is more trouble than it is worth.

Remediation priority. Friction zones ranked by which to fix first.

Experience north star. A single statement of how the experience should feel. Everything else is judged against it.

Non-negotiable design principle. A constraint no concept is permitted to break, regardless of other merits.

P/A grid. The two-axis map used in the Psycho-Aesthetics® Canvas. Interactivity runs passive to immersive. Value runs functional to self-actualization.

P/A movement. The shift required to get from where a product sits today to where it needs to sit, described in terms of those two axes.

Self-perception and PA expression. How the product reflects on the person using it, and how that shows up in design and messaging.

Phase-gated release logic. Funding released only when specific proof exists, rather than all at once up front.

Gate card and decision rights. Which decisions release money at each gate, and who holds the authority to make them.

Rebaseline. Resetting cash, commitments and runway figures to current reality before modelling forward.

Contribution. What is left from revenue after the costs directly attributable to producing the unit.

Adoption economics. How the rate and shape of adoption changes the financial picture.

Risk, assumption and dependency register. A combined list of what could go wrong, what is being assumed, and what the plan depends on elsewhere.

Evidence request register. Outstanding evidence still needed, recorded so gaps are visible rather than implied.