01 · Discover
Discover
How do they first hear that a problem like theirs has a name?
In the market
Prospect
What Prospect 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?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
03 · Decide
Decide
What helps the buying group say yes with a straight face?
- Pain
- deck the buyer cannot follow
- Job
- Get from a brief to a shareable story fast, then pair it with an approved content library so the room does not invent claims.
- Unstuck by
- First pick when the job is ‘get a story on slides today’, not a brand-system rebuild.
- Still owns
- Seller
- Way
- Gamma
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?
Scenes they enter
SME service customer
02 · Enquire
Enquire
Can they get a straight answer without waiting for office hours?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
03 · Book
Book
How frictionless is the yes — quote, slot, or kickoff?
- Pain
- deck the buyer cannot follow
- Job
- Get from a brief to a shareable story fast, then pair it with an approved content library so the room does not invent claims.
- Unstuck by
- First pick when the job is ‘get a story on slides today’, not a brand-system rebuild.
- Still owns
- Seller
- Way
- Gamma
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?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
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?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
- Pain
- deck the buyer cannot follow
- Job
- Get from a brief to a shareable story fast, then pair it with an approved content library so the room does not invent claims.
- Unstuck by
- First pick when the job is ‘get a story on slides today’, not a brand-system rebuild.
- Still owns
- Seller
- Way
- Gamma
03 · Kickoff
Kickoff
How do you lock outcomes, not just a scope PDF?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
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
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?
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
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?
What they owe the next person
Handoffs.
No leaky handoff written for this chair yet.
One way this gets unstuck
Pain first.
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- form dies in an inbox
- Job
- Make it easy to raise a hand, collect enough context, and route the request to the right person.
- Unstuck by
- Higher completion when the ask is one question at a time and the routing is clear.
- Still owns
- SDR
- Way
- Typeform
- Pain
- deck the buyer cannot follow
- Job
- Get from a brief to a shareable story fast, then pair it with an approved content library so the room does not invent claims.
- Unstuck by
- First pick when the job is ‘get a story on slides today’, not a brand-system rebuild.
- Still owns
- Seller
- Way
- Gamma