> For the complete documentation index, see [llms.txt](https://docs.aloop.icustomer.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.aloop.icustomer.ai/concepts/core-concepts.md). # Core concepts The ten ideas the platform is built on, in the order the loop uses them. Ten ideas, in the order the loop uses them. Each is defined here once, and the product sections describe where you meet it. ## Context Everything the system knows about your business, held in the Growth Brain: your audience, brand, and competition, seeded from public information at onboarding, confirmed by you, enriched by your connected tools, and sharpened by every outcome. Every claim carries its source, and what you say always outranks what was inferred. See [Context and memory](/concepts/context-and-memory.md). ## Goals, KPIs, and targets A goal is a standing ambition, one of six, and it never expires. A KPI is what the business can actually read: if no connected source makes a number readable, it is not a KPI for your workspace. A target is an achievable, computed commitment under a goal: a number and a date. Outcomes move targets, and targets move KPIs. See [Goals, KPIs and targets](/iharness/goals-kpis-targets.md). ## Identity One person is one record, one company is one account, no matter how many fragments arrive. Verified matches earn an immutable OneSource ID. Everything else attaches as an alias. Identity is what lets an anonymous click and a closed deal turn out to be the same story. See [Identity](/audience/identity.md). ## Audience The accounts and contacts under management: watched, scored, and acted on continuously. Audiences are organized as cohorts under two segments, B2B and D2C. See [Building and sharing audiences](/audience/building-audiences.md). ## Decisions The unit of work. A decision is a moment where the system chose one option over others, spent something finite doing it, and said what it expected to happen. Anything without all three is just a step. See [Decisions and traces](/concepts/decisions-and-traces.md). ## Plays The motions. A play is a named, repeatable piece of work that moves a KPI: picked from the library, made yours, and running against your audience with runs and activations. Running a play produces decisions. See [What a play is](/plays/what-is-a-play.md). ## Pulse The attention layer. The system works in the background and raises its hand only when something needs a human: an approval, a problem, a moment worth marking. See [The queue](/pulse/queue.md). ## Measurement The honest scoreboard. Every event, decision, and outcome joins on one trace ID, so results are graded independently of what any channel reports about itself. See [Traces and receipts](/measurement-and-outcomes/traces-and-receipts.md). ## Outcomes and learning An outcome is what happened, measured against what the decision expected. The difference between the two is a learning, recorded so the next decision is better. This is why the system compounds instead of going quiet. See [The compounding loop](/measurement-and-outcomes/compounding-loop.md). ## The loop The shape that holds it all: capture, resolve, score, decide, attribute, then around again. Context feeds decisions, decisions produce outcomes, outcomes sharpen context. See [The loop in one page](/getting-started/the-loop.md). --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.aloop.icustomer.ai/concepts/core-concepts.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.