01 · Discover
Discover
How do they first hear that a problem like theirs has a name?
A play · one sale type
B2B complex sale
A buying group discovers a category, evaluates vendors, and only later becomes a customer who expands or leaves.
Who is on stage
Swipe the scenes.
Long cycle, many stakeholders, high trust.
02 · Evaluate
Evaluate
How do they compare options without talking to sales yet?
03 · Decide
Decide
What helps the buying group say yes with a straight face?
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?
Leaky handoffs
What they owe the next person.
SellerHands over
proof packThe thing that must arrive
Application engineerMust be able to use it
Failure: The pack is a slide dump the engineer cannot run in the room.
Content writerHands over
articleThe thing that must arrive
SellerMust be able to use it
Failure: The seller cannot find the proof when the buyer asks.
MarketerHands over
form fillThe thing that must arrive
SDRMust be able to use it
Failure: The form dies in an inbox.
SDRHands over
notesThe thing that must arrive
SellerMust be able to use it
Failure: The call notes are forgotten before the next meeting.
SellerHands over
draft answersThe thing that must arrive
Tender managerMust be able to use it
Failure: The RFP is still blank when procurement’s clock starts.
Tender managerHands over
security packThe thing that must arrive
LegalMust be able to use it
Failure: The tender manager cannot find the proof legal already wrote.
SellerHands over
deckThe thing that must arrive
Application engineerMust be able to use it
Failure: The deck is a tour the buyer cannot follow.
SellerHands over
paperThe thing that must arrive
LegalMust be able to use it
Failure: Nobody owns the next step after the verbal yes.
SuccessHands over
handoverThe thing that must arrive
SupportMust be able to use it
Failure: Tickets pile up and nobody takes over.
MarketerHands over
briefThe thing that must arrive
Media opsMust be able to use it
Failure: Spend runs without a brake.
SellerHands over
quoteThe thing that must arrive
Sales opsMust be able to use it
Failure: The number came from memory, not the current price list.
01 · Discover · relief
What is stuck in this scene.
- Pain
- visitor leaves unanswered
- Job
- Help a visitor understand the offer, trust the brand, and choose a next step without hunting.
- Unstuck by
- A generated or static page still needs a governed conversation: accurate answers, brand voice, qualification and handoff. Not the site generator.
- Still owns
- Marketer
- Way
- HEA-WorldFounding partner
- Pain
- blank page
- Job
- Be findable for a real job-to-be-done, then move the reader toward a useful next action.
- Unstuck by
- Good for drafts that need a distinct voice and fewer generic claims.
- Still owns
- Content writer
- Way
- Claude
- Pain
- spend without a brake
- Job
- Decide what to launch, bid, pause, pace or reallocate today — with guardrails, not unsupervised spend.
- Unstuck by
- Build, pace and optimise Meta campaigns when that is the actual media mix — not a cross-channel trading desk.
- Still owns
- Media ops
- Way
- Madgicx
02 · Evaluate · relief
What is stuck in this scene.
- Pain
- visitor leaves unanswered
- Job
- Help a visitor understand the offer, trust the brand, and choose a next step without hunting.
- Unstuck by
- A generated or static page still needs a governed conversation: accurate answers, brand voice, qualification and handoff. Not the site generator.
- Still owns
- Marketer
- 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
- Qualification and contact capture can happen in conversation, then route to the team.
- Still owns
- SDR
- Way
- HEA-WorldFounding partner
- Pain
- blank page
- Job
- Be findable for a real job-to-be-done, then move the reader toward a useful next action.
- Unstuck by
- Good for drafts that need a distinct voice and fewer generic claims.
- Still owns
- Content writer
- Way
- Claude
- 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 · relief
What is stuck in this scene.
- Pain
- forgotten call notes
- Job
- Listen well, capture what was said, and follow up with a proposal that reflects the real need.
- Unstuck by
- Captures discovery so the proposal can quote the customer, not the salesperson’s memory.
- Still owns
- Seller
- Way
- Fireflies
- Pain
- quote from memory
- Job
- Turn discovery into a clear recommendation, scope, and price the buyer can share — and see whether they opened it.
- Unstuck by
- The artefact is one tailored commercial story the buying group can click through, not a questionnaire pack.
- Still owns
- Seller
- Way
- Qwilr
- 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
05 · Adopt · relief
What is stuck in this scene.
- Pain
- ticket pile, no takeover
- Job
- Resolve quickly, escalate cleanly, and keep answers consistent with policy and product truth. HEA-World is not a contact-centre replacement.
- Unstuck by
- Best when support resolution, inbox workflow, and escalation are the primary job.
- Still owns
- Support
- Way
- Intercom Fin
06 · Expand · relief
What is stuck in this scene.
- Pain
- forgotten call notes
- Job
- Listen well, capture what was said, and follow up with a proposal that reflects the real need.
- Unstuck by
- Captures discovery so the proposal can quote the customer, not the salesperson’s memory.
- Still owns
- Seller
- Way
- Fireflies
- Pain
- nobody owns the next step
- Job
- See which deals are real, which are theatre, and what to do this week — without a spreadsheet archaeology project.
- Unstuck by
- The job is an inspected forecast — which deals are real this quarter — not another dashboard nobody believes.
- Still owns
- Sales ops
- Way
- Clari