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This term was coined by Professor Thomas Hellmann of the Saïd Business School at Oxford [University] during the mentoring of technology startups through the [Creative Destruction] Lab program. It refers to one of the CDL mentors, Neil Wainwright, who developed a skill and process for assessing the home page of any technology startup's website and for [recommending] changes, through a thorough review of the headline, subheadline and call to action on the website. In effect, Wainwrighting a website.
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