01 · Aware
Aware
How do they learn the category and your name in the same week?
A play · one sale type
SaaS product journey
A user finds the product, tries it, reaches an aha moment, pays, and either expands or quietly churns.
Who is on stage
Swipe the scenes.
Self-serve interest, activation, expansion.
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?
05 · Use
Use
How do they get unstuck without opening a ticket they will regret?
06 · Renew & expand
Renew & expand
Is expansion earned in the product, or only in a QBR?
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
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.
01 · Aware · relief
What is stuck in this scene.
- 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 · Try · 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
- 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 · Subscribe · 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
05 · Use · 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