Term

Kelly

John Kelly Jr., a physicist at Bell Labs. In 1956 he linked information theory to betting and derived the criterion that bears his name.

Explained in

Fortune's Formula: The Untold Story of the Scientific Betting System That Beat the Casinos and Wall Street, William Poundstone
Triggers: Creating Behavior That Lasts, Becoming the Person You Want to Be, Marshall Goldsmith, Mark Reiter
Kelly Goldsmith, the author's daughter, a behavioral researcher and marketing professor. Together with her father she studied how the wording of a question affects effort.
This Is Marketing, Seth Godin
Kevin Kelly, an American writer and one of the founders of Wired magazine. He wrote the 2008 essay "1,000 True Fans".