How do you know you've made it in the world of technology?
That would be when you become a lower-case verb.
Google (to google something), Twitter (to tweeet a thought) and Facebook (to facebook somebody) have all done it.
So what about Blippar? Have you 'blipped' anything lately? Probably not - but it's early days. And there's a chance that within a few years you might not just 'blip' something - but you'll know it when you've done it. And - whisper it - use that word.
Blippar is an award-winning British advertising experiences start-up, which uses image recognition to bring ads to life. What does that actually mean? Well, they work with brands so that if you point your phone at a thing, the thing will do something cool.
Say you're reading the paper and you see an Xbox ad. Point your phone's camera while running Blippar's app ('to blip') and your phone will take you somewhere online, show you through augmented reality a 3D animation of an Xbox game coming to life, play you a trailer or do something else you didn't expect. Blippar ads have appeared in print, on walls, in large scale billboards and pretty much anywhere you can imagine.
And there are going to be a whole lot more very soon.
Blippar launched in summer 2011, but have already secured venture capital from chip makers Qualcomm and worked with some huge brands. Recently they've made Blippar ads for everyone from Justin Bieber and Virgin Media to Nike, Dominos and Budweiser.
"We don't consider ourselves a technology company," said Jess Butcher, CMO and founding director at the company. "We now consider ourselves a marketing and content medium. We take the tech as read."
"It's what [we do with it] which is critical to the adoption of this as a behaviour. That's where we're prioritising the work we do along a number of different lines. One is the exposure that the right partners can give us."
To go from being a cool startup with bright ideas to the Next Big Deal in advertising, Blippar needs everyone to know how to blip, what's blippable, and when they've blipped.
They need to become a verb.
But that presents a bit of a tension, arguably, between Blippar's need to promote its partners and its wider ambitions - or as Butcher puts it, "to launch this behaviour".
"We will go after the content that customers want first, over the revenue potential of those relationships," she said. "It is a challenge because we don't like saying 'no' to anything, but for example in pharmaceuticals or event management, plus museums and tourism, there is a lot of interest and beautiful applications of this technology, but they're quite niche in exposure."
There aren't too many examples of companies like Blippar who have managed to teach people to behave in a certain way just to see content-rich ads. Google sells ads because it taught people to search, and websites sell ads because they taught people to read news online. For Blippar, it's not so easy.
Butcher says that in some ways the company is more like a platform, or a new medium - sort of like a new YouTube for a new form of video.
"Those businesses built their content first and then monetised it through advertising. In some ways we're going the other way round. Advertisers are desperately keen for this, but how can we have a ubiquitous content play for customers prior to monetising it. But we feel strongly we can do that."
So how does a company like Blippar make it to verb status?
Technology will play a part, for sure. Most smartphones are capable of running the Blippar app - with the exception currently of Windows Phone and BlackBerry devices. But when something like Google's project glass comes along to consumers, you can imagine how much greater the impact could be.
"We are constantly looking at the five year vision as well as the five week vision," Butcher says - but for now maintains it's really about the content, i.e. advertising speak for 'making cool stuff people want to see', and getting them there via image recognition.
"Going forward the app is just the way to get the behaviour on the device, because right now the device is the thing in everyone's pocket. Going forward it could be glasses, it could be in windscreens. We're open."
The company is also learning quickly. Recently it found that a project in which customers could scan a packet and play a game on the surface was very cool technically, but nobody wanted to hang around to play it. Instead 'blips' where people take away the content and can keep it on their device at all times tends to work better.
Still, given its youth - and growth - you'd have to say so far so good on Blippar's quest to coin a phrase.
"The important thing about the business model is the behaviour and the verb - to blip," Butcher said.
"It's the second screen of the static world around us."