– The sorting question: the one question that places any product in the right category, and the three answers a vendor gives when they cannot answer it.
– The four definitions, side by side: academic, architectural, product and network — who wrote each one, and the test each one actually applies.
– What each definition tells you: the specific thing a product passing that test is proven to do, stated plainly.
– What each definition does not tell you: the gap in each one, which is where the sales page lives.
– The sales-call script: the question, the good answer, the evasions, and what to ask next.