Molls and HershGlossary
AI Chat. Automated funnels. MCP. These aren't buzzwords — they're the vocabulary of competing in a modern market. Each entry below says what the term means and why it matters to your business. No jargon left unexplained.
A chat window on your site or app that answers questions in plain language, powered by a large language model rather than canned scripts. Done well, it routes visitors, qualifies leads, and answers the questions your FAQ never anticipated.
Why it matters: It is the first employee your visitors meet. A good one works nights and weekends; a bad one is a contact form with extra steps.
A pre-built path that moves a visitor from first contact to a decision — a download leads to a helpful email, which leads to a follow-up, which leads to an invitation to talk. Each step happens automatically, triggered by what the person actually does.
Why it matters: Leads that get a considered follow-up within minutes convert at multiples of ones that wait for Monday morning.
Connecting your website to the system that remembers every customer conversation — so a form fill, a chat, or a purchase lands in one place with history attached, instead of scattered across inboxes.
Why it matters: Your follow-up is only as good as your memory. A CRM is institutional memory that survives vacations and staff changes.
The engine behind modern AI assistants — a model trained on vast amounts of text that can read, write, summarize, and reason in ordinary language. Claude and GPT are LLMs.
Why it matters: LLMs turned natural language into a programming interface. Businesses that learn to direct them get leverage that used to require a team.
An open standard, created by Anthropic, that lets AI models securely connect to external tools, databases, and APIs — a universal port, like USB-C, instead of one-off custom integrations for every connection.
Why it matters: MCP is doing for AI agents what REST did for the web: making connections standard, composable, and cheap. We build against it from day one.
AI systems that don't just answer — they plan, use tools, and carry out multi-step work: reading a ticket, querying a database, drafting the fix, opening the pull request. MCP is the backbone that gives agents safe access to real systems.
Why it matters: The shift from chatbot to digital worker is the largest change in how software gets built since the cloud. It rewards teams who understand it early.
A technique that lets an AI assistant answer from your documents — product sheets, policies, past projects — by retrieving the relevant passages first and grounding its answer in them, instead of guessing from general training data.
Why it matters: RAG is the difference between an assistant that knows your business and one that improvises about it.
One application that securely serves many customers (tenants), each seeing only their own data — the architecture behind virtually every subscription software product you use.
Why it matters: Tenancy decisions made in week one determine whether customer #200 onboards in minutes or requires a migration project.
An engagement where one partner owns the whole journey — discovery, architecture, implementation, deployment, handover — and is accountable for the working result, not just the hours.
Why it matters: A single point of accountability means problems get solved instead of handed off.
Adding senior, specialized engineers to your existing team for the stretch of work that needs them — they attend your standups, follow your process, and raise the ceiling of what the team can take on.
Why it matters: It is how teams acquire architect-level judgment for exactly as long as they need it, without a nine-month hiring cycle.
Structuring a large system as a set of focused services, each owning one business capability with clear boundaries — designed around how your business actually talks about its work.
Why it matters: Boundaries drawn from the business domain are the ones that survive growth. Boundaries drawn from org charts are the ones you pay to undo.
A browser capability that animates smoothly between pages — elements glide and cross-fade instead of the screen blinking white. This site uses them; click around and watch the header hold still.
Why it matters: Polish is trust. A site that moves like an app signals the same care that goes into everything else the maker ships.
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