01 · Discover · 31 items
Discover
How do they first hear that a problem like theirs has a name?
Pain · 12
visitor leaves unanswered
Felt by Visitor
Dissatisfied
They leave with the same question they arrived with.
Satisfied
They understand the offer and see one clear next step.
Delighted
The page answers as the company would, and they feel expected.
Avoid
A brochure that cannot answer a real question.
Mitigate
Governed answers on the page, brand voice, and a named handoff.
Opportunity
The first useful conversation happens before they hunt for a form.
Still owns: Marketer
A named way
the problem has no name yet
Felt by Visitor
Dissatisfied
They feel a mess. They do not yet have a word for it.
Satisfied
A page or talk gives the mess a name they can repeat.
Delighted
They use that name with a colleague the same week.
Avoid
Category language only the vendor uses.
Mitigate
Name the job in the words they already say.
Opportunity
You become the person who made the problem discussable.
Still owns: Content writer
A named way
No named way on this item yet.
the first page is about us, not their job
Felt by Visitor
Dissatisfied
They meet a company story when they needed a job story.
Satisfied
The first screen is about their situation.
Delighted
They feel seen before they feel sold to.
Avoid
A hero line that only names the vendor.
Mitigate
Lead with the job, then the offer.
Opportunity
They forward the page because it explains them, not you.
Still owns: Marketer
A named way
No named way on this item yet.
too much information, they are lost before they engage
Felt by Visitor
Dissatisfied
They drown in claims and never start.
Satisfied
One question, one answer, one next step.
Delighted
The page feels like a person who already knew what mattered.
Avoid
A first surface that tries to say everything.
Mitigate
One conversation, one next step, the rest on demand.
Opportunity
Less on the page is how they begin.
Still owns: Marketer
A named way
claim without proof
Felt by Visitor, Prospect
Dissatisfied
They hear a claim they cannot show anyone else.
Satisfied
There is a proof they can replay.
Delighted
They take that proof into their own buying group.
Avoid
Asking them to trust the brochure.
Mitigate
A short proof they can open without a meeting.
Opportunity
Proof does the first meeting’s work.
Still owns: Seller
A named way
No named way on this item yet.
the ad and the page disagree
Felt by Visitor
Dissatisfied
They click a promise and land on a different one.
Satisfied
The page continues the sentence the ad started.
Delighted
The path from ad to page feels like one company.
Avoid
A campaign that launches before the page is ready.
Mitigate
One claim, one page, one next step.
Opportunity
Paid attention becomes a conversation, not a bounce.
Still owns: Creative, Marketer
A named way
No named way on this item yet.
they cannot find a next step
Felt by Visitor
Dissatisfied
They liked it, then did not know what to do.
Satisfied
One obvious next step, in the same voice.
Delighted
The next step feels expected, not like a trap.
Avoid
Five competing buttons and no owner.
Mitigate
One ask, named, above the fold and at the end.
Opportunity
Raising a hand is easy enough to do the same day.
Still owns: Marketer
A named way
No named way on this item yet.
the recap never reaches the people who missed the event
Felt by Visitor
Dissatisfied
The room was useful. Everyone else hears nothing.
Satisfied
A recap the champion can send without rewriting.
Delighted
Missing the live hour is not missing the idea.
Avoid
A webinar that dies in the replay library.
Mitigate
A one-page recap with the next step attached.
Opportunity
The event becomes a reason to talk, not a booth.
Still owns: Marketer
A named way
No named way on this item yet.
search describes a different company
Felt by Visitor
Dissatisfied
They look for the job and find a competitor’s words.
Satisfied
The public description matches what you actually do.
Delighted
They arrive already using your name for the job.
Avoid
Pages written only for your own sales deck.
Mitigate
Write for the question they type when they are stuck.
Opportunity
You are findable for the job, not only for the brand.
Still owns: Content writer
A named way
No named way on this item yet.
social proof is missing or anonymous
Felt by Visitor
Dissatisfied
They see stars or logos and still cannot tell if it is for them.
Satisfied
A named peer, in a situation like theirs.
Delighted
They can quote that peer in their own meeting.
Avoid
A wall of logos with no story.
Mitigate
One specific proof, with a name they recognise.
Opportunity
Proof from someone like them beats a claim from you.
Still owns: Success, Marketer
A named way
No named way on this item yet.
they cannot tell you apart in a noisy category
Felt by Visitor
Dissatisfied
Every vendor says the same three words.
Satisfied
One difference they can repeat in a corridor.
Delighted
They use your difference as their own language.
Avoid
A slogan that could sit on any homepage.
Mitigate
Pick one difference and keep it on every first surface.
Opportunity
They choose you because the difference is useful, not clever.
Still owns: Marketer
A named way
No named way on this item yet.
they hear you only as a vendor, not as a category
Felt by Visitor
Dissatisfied
They know a product name and not the job it sits in.
Satisfied
The job and the name arrive in the same week.
Delighted
They teach the category using your framing.
Avoid
Launch language that skips the problem.
Mitigate
Teach the job first, then the name.
Opportunity
Category education becomes the top of the funnel.
Still owns: Content writer
A named way
No named way on this item yet.
Customer risk · 7
they shortlist without you
Felt by Visitor
Dissatisfied
The buying group already has three names. You are not one.
Satisfied
You are on the first list they write down.
Delighted
They defend your place on that list.
Avoid
Waiting for inbound from people who already chose.
Mitigate
Be present where they first name the problem.
Opportunity
The shortlist is written with your framing.
Still owns: Seller, Marketer
A named way
No named way on this item yet.
they bookmark and never return
Felt by Visitor
Dissatisfied
They meant to come back. They will not.
Satisfied
A reason to return is already in their inbox or calendar.
Delighted
The second visit is warmer than the first.
Avoid
A page with no memory of the first visit.
Mitigate
One useful follow-up, not a drip of noise.
Opportunity
Return is earned by usefulness, not by nagging.
Still owns: Marketer
A named way
No named way on this item yet.
they forward a weak page into the buying group
Felt by Visitor, Prospect
Dissatisfied
The champion sends something that does not survive the room.
Satisfied
What they forward can stand without them.
Delighted
The buying group asks for the next step, not for a rewrite.
Avoid
A page that only works if you are on the call.
Mitigate
Write the leave-behind first, then the homepage.
Opportunity
The forward is the sale’s first internal meeting.
Still owns: Marketer
A named way
No named way on this item yet.
they decide you are too early from one thin page
Felt by Visitor
Dissatisfied
One thin page reads as a thin company.
Satisfied
The first surface shows enough substance to stay.
Delighted
They treat you as a serious option the same day.
Avoid
A campaign page with no depth behind it.
Mitigate
Enough proof and next step to survive a sceptical colleague.
Opportunity
Seriousness is a first impression, not a later deck.
Still owns: Marketer
A named way
No named way on this item yet.
they compare on price because nothing else is clear
Felt by Visitor
Dissatisfied
If the job is vague, the only number left is price.
Satisfied
The difference is clear enough to hold a price.
Delighted
They argue for you on outcome, not on discount.
Avoid
Leading with packages before the job is named.
Mitigate
Make the job and the proof visible before the number.
Opportunity
Price becomes a decision, not the only question.
Still owns: Seller
A named way
No named way on this item yet.
a competitor names the problem first
Felt by Visitor
Dissatisfied
Someone else gave them the words. You are now a follower.
Satisfied
Your name for the job is the one they use.
Delighted
They correct colleagues who use the other frame.
Avoid
Waiting to publish until the deck is perfect.
Mitigate
Publish the name of the job early, then refine.
Opportunity
The language of the category is an asset you can own.
Still owns: Content writer
A named way
No named way on this item yet.
they ask a colleague instead of you
Felt by Visitor
Dissatisfied
The trusted source is a person you never meet.
Satisfied
A colleague can point at something you wrote.
Delighted
Peer advice includes your page as the reference.
Avoid
Content that cannot be forwarded in one click.
Mitigate
Make the page the thing a colleague would send.
Opportunity
Word of mouth has a URL.
Still owns: Marketer
A named way
No named way on this item yet.
Opportunity · 10
name their problem before they can
Felt by Visitor
Dissatisfied
They still fumble for words.
Satisfied
You hand them a clean name.
Delighted
They teach others using your sentence.
Avoid
Waiting for them to brief you.
Mitigate
Publish the name of the mess they are in.
Opportunity
Naming is the first value, before a demo.
Still owns: Content writer
A named way
No named way on this item yet.
a proof they can forward without you
Felt by Visitor, Prospect
Dissatisfied
They cannot take you into the next room.
Satisfied
They can send a proof that stands alone.
Delighted
The buying group meets you before you meet them.
Avoid
A proof that only works live.
Mitigate
A short artefact built to travel.
Opportunity
The forward is an unpaid sales call.
Still owns: Seller
A named way
No named way on this item yet.
a next step that feels expected, not a trap
Felt by Visitor
Dissatisfied
Every ask feels like a capture form.
Satisfied
The next step matches the question they just asked.
Delighted
They take it because it is the natural continuation.
Avoid
A demo ask on the first paragraph.
Mitigate
Match the ask to how far they have come.
Opportunity
Progress feels like help, not a funnel.
Still owns: Marketer
A named way
No named way on this item yet.
an event that gives a reason to talk
Felt by Visitor
Dissatisfied
Events are attendance theatre.
Satisfied
The hour produces one specific next conversation.
Delighted
They book because the topic made the meeting obvious.
Avoid
A booth with no follow-up owner.
Mitigate
One question the event is designed to raise.
Opportunity
The event is a scene, not a lead source.
Still owns: Marketer, Seller
A named way
No named way on this item yet.
a piece the champion can reuse internally
Felt by Visitor, Prospect
Dissatisfied
They would have to rewrite you to be useful inside.
Satisfied
They can paste or present what you already wrote.
Delighted
Your words show up in their internal thread.
Avoid
Thought leadership that only works on your site.
Mitigate
Write in a form a champion can steal.
Opportunity
Internal reuse is the quiet pipeline.
Still owns: Content writer
A named way
No named way on this item yet.
the same voice from ad to page to reply
Felt by Visitor
Dissatisfied
Three surfaces, three companies.
Satisfied
The voice does not change when the channel does.
Delighted
They trust the reply because it sounds like the page.
Avoid
Separate teams writing in isolation.
Mitigate
One claim and one voice, reused.
Opportunity
Continuity is a delight they notice.
Still owns: Marketer
A named way
No named way on this item yet.
they feel the company was waiting for this question
Felt by Visitor
Dissatisfied
They feel processed.
Satisfied
The answer is ready and in brand.
Delighted
They feel expected, even on a Sunday night.
Avoid
Office-hours-only answers on a public page.
Mitigate
Governed answers for the questions you already know.
Opportunity
Availability without inventing policy.
Still owns: Marketer
A named way
No named way on this item yet.
the first useful answer earns a deeper look
Felt by Visitor, Prospect
Dissatisfied
You ask for a demo before you have helped.
Satisfied
Help first, then a deeper look is natural.
Delighted
They ask for the demo themselves.
Avoid
Gating the first useful page.
Mitigate
Give value on the public surface, then invite depth.
Opportunity
Upsell of attention: from page to proof to meeting.
Still owns: Seller
A named way
No named way on this item yet.
show up where they already look for the job
Felt by Visitor
Dissatisfied
You are only findable on your own site.
Satisfied
You appear in the places they already search and ask.
Delighted
They meet you as part of how they work, not as an interruption.
Avoid
Spend only on brand terms.
Mitigate
Be present on the job, in search, in rooms, in the feed.
Opportunity
Presence is cheaper than later rescue outbound.
Still owns: Content writer, Media ops
A named way
No named way on this item yet.
a short diagnostic that makes the next meeting specific
Felt by Visitor, Prospect
Dissatisfied
The first meeting is a generic tour.
Satisfied
They arrive with a picture of their own gap.
Delighted
The meeting starts on their numbers, not your slides.
Avoid
A form that only captures an email.
Mitigate
Three questions that change what you say next.
Opportunity
Diagnosis is a gift and a qualification.
Still owns: Sales Development Representative
A named way
No named way on this item yet.
Seller-ops risk · 2
two teams say two different things this week
Felt by Visitor
Dissatisfied
The market hears two companies.
Satisfied
One claim is live. The rest wait.
Delighted
Sales and demand can repeat each other.
Avoid
Campaigns that never meet the talk track.
Mitigate
A single live claim, written down.
Opportunity
Alignment is an ops risk, not a values poster.
Still owns: Marketer
A named way
No named way on this item yet.
nobody owns the first conversation
Felt by Visitor
Dissatisfied
They asked. The company shrugged.
Satisfied
A chair is accountable for the first reply.
Delighted
The first reply feels like the same company as the page.
Avoid
A shared inbox with no name.
Mitigate
Name the owner of the first conversation.
Opportunity
Discover ends when someone answers, not when they click.
Still owns: Marketer, Sales Development Representative
A named way
No named way on this item yet.