| No. | Item | Definition |
|---|---|---|
| 1. | agenda | set of aims or topics |
| 2. | aim | intended goal |
| 3. | angle | particular way of viewing |
| 4. | approach | way of dealing with something |
| 5. | argument | reasoning supporting a claim |
| 6. | aspect | particular part or side |
| 7. | backbone | main support or structure |
| 8. | banner | cause or idea promoted |
| 9. | big idea | overall guiding concept |
| 10. | brand concept | guiding concept for a brand |
| 11. | brand idea | central concept behind a brand |
| 12. | brand message | core message of a brand |
| 13. | burden | main point of an argument |
| 14. | campaign message | main message of a campaign |
| 15. | central idea | main underlying idea |
| 16. | central point | main point or issue |
| 17. | common thread | shared idea connecting things |
| 18. | concept | general idea or notion |
| 19. | conceptual thread | idea linking parts together |
| 20. | core | central part or essence |
| 21. | crux | central point or issue |
| 22. | design | plan or pattern of something |
| 23. | dimension | particular aspect or feature |
| 24. | direction | general course or approach |
| 25. | doctrine | set of beliefs or teachings |
| 26. | drift | general tendency or meaning |
| 27. | element | one part of the whole |
| 28. | emphasis | special importance given |
| 29. | essence | most important quality |
| 30. | ethos | guiding beliefs or character |
| 31. | facet | one side of something |
| 32. | feature | notable part or aspect |
| 33. | feel | general impression or mood |
| 34. | flavor | distinctive character or mood |
| 35. | focus | center of attention |
| 36. | framework | basic structure or system |
| 37. | gist | essential meaning |
| 38. | goal | desired outcome |
| 39. | guiding idea | idea that directs choices |
| 40. | guiding principle | principle that directs actions |
| 41. | heading | title indicating subject |
| 42. | heart | central part or meaning |
| 43. | idea | central thought or meaning |
| 44. | implication | suggested meaning |
| 45. | import | meaning or significance |
| 46. | ingredient | one element in a mix |
| 47. | intent | purpose or aim |
| 48. | interpretation | particular understanding of meaning |
| 49. | kernel | essential part or idea |
| 50. | key idea | crucial idea or concept |
| 51. | key point | most important point |
| 52. | keynote | central idea of an event |
| 53. | leitmotif | repeated idea linked to something |
| 54. | lesson | message learned from something |
| 55. | line | particular approach or argument |
| 56. | main idea | most important point |
| 57. | main point | chief point being made |
| 58. | matter | subject or topic |
| 59. | meaning | what something signifies |
| 60. | message | main point being conveyed |
| 61. | model | pattern to follow |
| 62. | moral | lesson about right and wrong |
| 63. | motif | recurring idea or element |
| 64. | note | particular quality or nuance |
| 65. | objective | intended result or goal |
| 66. | outlook | general attitude or view |
| 67. | overarching idea | idea covering the whole |
| 68. | platform | set of stated aims |
| 69. | point | main idea or purpose |
| 70. | position | opinion held on an issue |
| 71. | premise | basic idea underlying something |
| 72. | priority | most important focus |
| 73. | proposition | statement offered for consideration |
| 74. | purport | intended meaning or claim |
| 75. | purpose | reason for something |
| 76. | quality | distinctive attribute or trait |
| 77. | rallying cry | phrase used to inspire action |
| 78. | recurrence | repeated appearance of an idea |
| 79. | refrain | repeated phrase or idea |
| 80. | scheme | organized plan or pattern |
| 81. | sense | intended meaning |
| 82. | slogan | memorable phrase expressing an idea |
| 83. | spine | central supporting structure |
| 84. | style | distinctive manner of expression |
| 85. | subject | main topic under discussion |
| 86. | subtext | implied meaning beneath words |
| 87. | tagline | short line conveying main idea |
| 88. | takeaway | main lesson or point |
| 89. | template | standard pattern to copy |
| 90. | thesis | central claim or argument |
| 91. | thread | continuing line of thought |
| 92. | title | name indicating subject |
| 93. | topic | matter being talked about |
| 94. | train of thought | flow of ideas |
| 95. | undertone | subtle underlying quality |
| 96. | unifying concept | concept that links everything |
| 97. | unifying idea | idea that ties parts together |
| 98. | viewpoint | particular point of view |
| 99. | watchword | word expressing a guiding idea |
| 100. | worldview | overall way of seeing |
