01 · Discover
Discover
How do they first hear that a problem like theirs has a name?
Demand
Marketer
What Marketer feels is stuck, and who still owns it.
Scenes they enter
B2B complex sale
02 · Evaluate
Evaluate
How do they compare options without talking to sales yet?
04 · Onboard
Onboard
How do they reach first value before enthusiasm fades?
05 · Adopt
Adopt
What keeps the product or service in weekly use?
06 · Expand
Expand
When is it honest to offer more — and through which surface?
07 · Advocate
Advocate
Where can a happy customer say something true in public?
Scenes they enter
SME service customer
01 · Notice
Notice
How do they find you when they finally have the problem?
02 · Enquire
Enquire
Can they get a straight answer without waiting for office hours?
04 · Deliver
Deliver
Does the work match what the website promised?
05 · Care
Care
When something is off, how fast do they feel heard?
06 · Repeat
Repeat
What makes coming back easier than finding someone new?
Scenes they enter
SaaS product journey
01 · Aware
Aware
How do they learn the category and your name in the same week?
02 · Try
Try
What happens in the first session — and who helps if they stall?
03 · Activate
Activate
What is first value, and how do you know they hit it?
04 · Subscribe
Subscribe
What removes doubt at the paywall or upgrade?
06 · Renew & expand
Renew & expand
Is expansion earned in the product, or only in a QBR?
Scenes they enter
Agency–client engagement
01 · Brief
Brief
How does the real problem show up before the RFP language?
02 · Propose
Propose
Can you challenge the brief and still look like a partner?
03 · Kickoff
Kickoff
How do you lock outcomes, not just a scope PDF?
04 · Deliver
Deliver
Where does work get reviewed so nobody is surprised?
05 · Measure
Measure
What evidence do you bring that this moved a business number?
06 · Retain
Retain
Why would they brief you again without a pitch?
Scenes they enter
Ecommerce & retail digital
01 · Browse
Browse
How do they find the product among a thousand lookalikes?
02 · Consider
Consider
What answers the size, fit, or ‘is this for me’ question?
03 · Buy
Buy
What still kills conversion after they meant to purchase?
04 · Receive
Receive
Does delivery and unboxing match the ad they clicked?
05 · Care
Care
Returns, defects, ‘where is my order’ — who answers at 21:00?
06 · Reorder
Reorder
What makes the second order easier than the first?
Scenes they enter
Partner & channel revenue
01 · Recruit
Recruit
Who should be in the programme — and why would they join?
02 · Activate
Activate
What gets a partner deal-ready before they embarrass both sides?
03 · Align
Align
Where is the overlap, and who already has the warm path?
06 · Grow
Grow
Who sourced or influenced the revenue — and who is dormant?
What they owe the next person
Handoffs.
MarketerHands over
form fillThe thing that must arrive
SDRMust be able to use it
Failure: The form dies in an inbox.
MarketerHands over
briefThe thing that must arrive
Media opsMust be able to use it
Failure: Spend runs without a brake.
CreativeHands over
packshotThe thing that must arrive
MarketerMust be able to use it
Failure: The shopper does not trust the picture.
One way this gets unstuck
Pain first.
No lived pain written for this chair yet.