Proprietary terms are unique words that a SaaS company creates and owns. They capture a specific product- or company-related concept.

Proprietary terms are not trademarks. Trademarks are legally protected. Proprietary terms are unique words or phrases that a company invents or adapts.

SaaS proprietary terms may refer to ...

• Products: There are multiple products under the Lucid umbrella:
  • Lucidscale: A tool for visualizing cloud architecture.
  • Lucidchart: A tool for creating diagrams, flowcharts, and more.
  • Lucidspark: An online whiteboard.
• Core functionalities: Coda Brain by Coda, an AI tool that integrates with the Coda system to deliver real-time, contextual engagement.
• Software features: Huddles by Slack, lightweight audio conversations for quick team discussions.
• Modes / functional states: Focus mode by Notion, a state of the platform that adjusts the environment to minimize distractions.
• Workflows: Zap by Zapier, an automated workflow that connects apps & services.
• Pricing variables: Flexpoints by Funnel, a capacity-based unit in the pricing model that measures platform usage.
• Frameworks: Go-to-Network by Commsor, a paradigm that focuses on leveraging a company's existing networks to drive growth and revenue.
• Methods: The Linear Method by Linear, a series of structured actions for product-building, focusing on direction, momentum, and public engagement.
• Methodologies: Inbound marketing by HubSpot, a set of rules and structured methods to attract customers. Methodologies are different from methods in scope, structure, and guiding principles.
• Ecosystems: Miroverse by Miro, a community-driven library of templates and resources.
• Movements: The Great Ignore by Operator AI, a call to shift away from high-volume, automated outreach tactics and focusing on genuine connections with buyers.

The great thing about proprietary terms is that they are easy to remember and associate with a specific brand. They provide a clear & concise way to communicate complex ideas. And they may carry an aspirational meaning that resonates with people.

Some terms became so popular that they became adopted industry-wide. Here are some examples: 

• product-led growth
• community-led growth
• events-led growth
• customer data infrastructure

A proprietary term can become a strong anchor in people’s brains.

Here’s why:

• Unique terms are easier to remember than generic ones. When a unique term is repeatedly associated with a company, it becomes a distinct identifier of the SaaS brand.
• Proprietary terms provide a clear and concise way to communicate complex ideas. They simplify understanding by encapsulating a company’s unique approach or value.
• The idea behind a proprietary term may carry emotional and aspirational meaning that resonates with leads or users. This makes a SaaS brand relatable and memorable.

To consider

• If you don’t explain your proprietary term well, you risk confusing people.
• The term itself isn’t the real differentiator. It’s the idea behind it that makes it unique.
• It would be a mistake to create arbitrary terms. They must introduce something new.
• It’s better to avoid creating multiple new terms. This will increase complexity.