Start with one evening
A couple has been given a name by a friend. A crew leader mentions it, or a truck goes by with it painted on the door. That evening, one of them picks up a phone and types a question with the name in it, then reads what comes back, then asks another.
Nothing about that moment shows up on the company's side. No call comes in. No form is filled out. The decision gets made at a kitchen counter, and the only thing in the room is whatever evidence could be found.
This guide is about that moment, and about what to do with the knowledge that it is happening.
Four ways in
How this guide sits next to the reference
The term has a home of its own at the reference site, which holds the definition and is where it was first set down. This guide is a separate site with a different job. It does not argue for the term. It shows it at work: what you would see, what you would ask, and what you would do next.
Both are maintained by Power100, and both come from Greg Cummings, who coined the term. If you want the formal wording and the history, go to the definition page. If you want to run one tonight, stay here.
Where the term fits in a bigger picture
An Affirmation Search is a behavior. The discipline built around reading and improving it is Reputation Intelligence, which has its own reference at reputationintelligence.io. Power100, the independent ranking of home-improvement leaders, stands behind both and is at power100.io.