Attitudes are motivators of performance. They include values, aspirations and priorities.


The process of building and creating your brand.

Business Model

The way in which and organisation/business generates value and pursuit economic sustainability.

Community Audit

Listing assests, traditions, historical buildings, stories etc. unique to your local area that could bring benefits to the wider Communities in terms of employment opportunities, as well as social and environmental benefits.

Community Engagement

Working collaboratively with and through groups of people affiliated by geographic proximity, special interest, or similar situations to address issues affecting the wellbeing of those people.


In the context of the DigComp study, competence is understood as a set of knowledge, skills and attitudes.

Capacity Building

Grassroots process where members of a community share skills, talents, knowledge and experiences that strengthen or develop themselves and the community.

Deming Cycle

One of the most consolidated, robust and reliable framework to evaluate organisational processes and their compliance to internal monitoring standards.

Design thinking

Design thinking is a process for creative problem solving. It is a way to value and improve your ideas. It is human- centered, it and puts the focus on the people the product or service is being made for. It asks the question What is the human need behind it?

Digital entrepreneurship

Digital entrepreneurship is entrepreneurship that involves the use of new digital technologies (particularly social media, big data, mobile and cloud solutions). The purpose of this use may be to improve business operations, invent new business models, im-prove business intelligence or to engage with customers and stakeholders.

Digital literacy

In the context of DigComp, digital skills refers to a person proficiecy with IT systsems, tools and digital skills and with his/her ability to research, decode and interpret data on the internet.

Digital marketing strategy

The strategy to make your brand known through the digital environment. Digital marketing covers many fields, but some of them are SEO, email marketing and social media strategies.


Entrepreneurship is when you act upon opportunities and ideas and transform them into value for others. The value that is creat-ed can be financial, cultural, or social (FFE-YE, 2012).

Five Forces model

The Model of Five Forces is a reference framework to analysis and assess the competitive dynamics of a specific industry/sector. The framework includes five variables (“forces”) shaping competition and the competitive challenges faced by an organisation.


A basic conceptional structure (as of ideas)

Goal setting

Goal setting is about setting goals and making a plan about how to reach them.


Ideation is a process that involves getting ideas, working on them, shaping and developing them. The process is also about looking at ideas and trying to view at them from different perspectives.


The process of making something active or effective

Intangible Cultural Heritage

Traditions or living expressions inherited from our ancestors and passed on to our descendants, such as oral traditions, performing arts, social practices, rituals, festive events, knowledge and practices concerning nature and the universe or the knowledge and skills to produce traditional crafts.

Intangible Cultural Heritage

“Intangible cultural heritage includes practices, presentation, expression, knowledge, skills – as well as tools, objects, artefacts and cultural spaces associated with them – that societies, groups and in some cases individuals consider to be their cultural heritage.” Definition of ICH from UNESCO

Intangible cultural heritage

An intangible cultural heritage spans a wide range and refers to traditions that live by being shared between people.


“Intangible Cultural Heritage”.


Knowledge is the body of facts, principles, theories and practices that is related to a field of work or study. In the context of the European Qualifications Framework, knowledge is described as theoretical and/or factual (European Parliament and the Council, 2008).

Lifelong leanirng

Lifelong learning is rooted in the integration of learning and living, covering lifelong (cradle to grave) and life-wide learning for people of all ages, delivered and undertaken through a variety of modalities and meeting a wide range of learning needs and demands.


One-to-one support by someone or a group who have done similar work – provides advice and helps work through challenges.


The act or skill of controlling and making decisions about a business,


Rules of behaviour on the Internet or digital world.


A usually informally interconnected group or association of people(such as friends or professional colleagues)


Process of interacting with others to exchange information and develop professional or social contacts.


Meeting with other people/stakeholders with same or similar interests to share ideas and knowledge.


Space or platform for knowledge sharing/knowledge transfer to take place.

Peer Learning

Learning with and from each other in both formal and informal ways as fellow learners without any implied authority to any individual.

Primary Activites

Business activites that directly contribute to the generation of outputs

Responsive design

Web design adaptable to any digital device (computer, smart phone, tablet, etc.).

Secondary Activities

Business activites that are instumental to the processing of inputs, and without which outputs could not be generated by Primaries.


Skills are the ability to apply knowledge and use know-how to complete tasks and solve problems. In the context of the Europe-an Qualifications Framework, skills are described as cognitive (involving the use of logical, intuitive and creative thinking) or practical (involving manual dexterity and the use of methods, materials, tools and instruments) (European Parliament and the Council, 2008).

Soft skills

Personal competences that evolve, develop and change. Soft skills are important in all professions. They can be obtained and acquired, for example, through education and experience.


Stakeholders are individuals, groups and organisations with direct and indirect interest in value-creating activity and its impact.

Sustainable development goals

The United Nations has identified 17 global goals to guide towards a more sustainable development of the world.


Search Optimization Engine, namely, strategies and actions to optimize the visibility and positioning of your website in the different online search engines.


“Search Engine Optimization”.

The Cloud

Online server hosting service that allows to upload, store, share or modify multimedia files.


UNESCO is the United Nations Educational, Scientific and Cultural Organization. It seeks to build peace through international cooperation in Education, the Sciences and Culture. UNESCO has played a vital role worldwide in increasing people awareness of ICH.


It can be defined as expectations for the future; something we envision as optimal conditions and strive to achieve.

Value of an idea

Value is what is valuable to one person, may not be valuable to another person. Value depends on the time and place. We evaluate the ICH idea in context.

Value creation

Value creation is the outcome of human activity to transform purposeful ideas into action which generates value for someone other than oneself. This value can be social, cultural or economic (EntreComp, glossary section).