You’re embarrassed because your peers, vendors, or clients toss around terms and you aren’t sure exactly what they mean and why they’re important (often things like P&L, KPIs, ROIs, editorial calendars, EMS, A/B testing, mockups, branding guides). It’s almost like you’re having to learn a new language along with growing your business. elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.