You decided your container in the session. This is where you draw it. Five stages, each with a job to do. Under each one, write what you will actually build to move someone from that stage to the next. Not ideas. Things that will exist.
FOUNDATION
THE MAP
What Each Stage Is For
The top row is the job of that stage. It does not change. The bottom row is yours.
AudienceTargeting
01Discovery
AudienceAcknowledgment
02Interest
AudienceEngagement
03Trust
AudienceAction
04The Step
AudienceDecision
05The Yes
What I Will Build Here
01 Discovery
02 Interest
03 Trust
04 The Step
05 The Yes
The Step and The Yes are not the same thing. The step is the action they take to find out. The yes is what they commit to. If you wrote the same answer in both, you have four stages, not five.
Your access point is not always The Step. If your archetype is The Demonstration, it may sit at Trust. Where it lands tells you something true about how people actually come to you.
THE FOUR TESTS
Run the Whole Map Through These
Not each stage. The whole path. If one does not pass, something on the map is serving you instead of them.
| Test | Does the map pass? Why or why not? |
|---|---|
Identity Does this path require you to show up as the person your nine words describe? |
|
Ideal Client Does every stage serve the specific person you named, or does one serve a wider audience? |
|
Lane Does this path lead to the lane you chose, or does it leave a door open to something else? |
|
Discipline Can you run this consistently, on a slow week, without anyone holding you to it? |