I am generally skeptical of consultants who invent a whole new vocabulary for things, so it’s taken me a while to warm up to the GrokDotCom guys. Plus their writing is a bit dense.

But i am starting to think they are well worth the effort.

Give this piece a trial run.

The Eisenbergs are the only people i know of who are thinking deeply about the point at which determined buyers (or donors), prospects, and the web all converge. They are certainly clear thinkers and hard-core marketers. And they are evangelists for the one thing non-profits are uniquely bad at: LISTENING.