1. A computing system including at least one processor, the system comprises: a user interface to allow a user to view and input data related to sales associated with the user; an observation sub-system configured to centralize data and to identify each of a plurality of sales concepts; a conceptualization sub-system configured to generate a plurality of nodes within an ontological mapping, wherein each of the plurality of nodes corresponds to a certain one of the plurality of identified sales concepts identified by the observation sub-system; a relationship identification sub-system configured to create relationships between at least some of the plurality of identified sales concepts, and attribute affinity weights to the relationships; a change refinement sub-system configured to modify at least one of the plurality of nodes, affinity weights and relationships based upon information associated with the user; and a non-transitory knowledge store configured to the information associated with the user pertaining to a sub-plurality of the plurality of identified sales concepts.