/ Opening

Media does not move customers in one jump

The advanced job is to diagnose where adoption breaks and sequence channels, proof, and action against that stage.

STATE

What is true now?

Unaware, interested, doubtful, blocked, lapsed.

BREAK

Where does movement stop?

Attention, meaning, trust, action, retention.

SEQUENCE

What must happen next?

Channel, proof, experience, timing.

TAKEAWAYDesign the next customer condition—not a channel list.

/ Quick Test

More reach may fund the wrong stage

A campaign has high awareness and low trial.

DEFAULT RESPONSE

Increase frequency
Add channels
Use stronger CTA

STAGE DIAGNOSIS

Do people understand the offer?
Do they believe the proof?
Does action create identity or effort friction?

TAKEAWAYAwareness spend cannot repair a meaning, trust, or action break.

/ Model

Sequence media around the adoption stage

Each stage requires a different job and evidence.

01InterpretationMake the offer meaningful.

02CredibilityStabilize belief with proof.

03ActionReduce the right friction.

04ContinuityReinforce value and habit.

TAKEAWAYThe next channel should solve the next stage—not repeat the previous one.

/ Distinctions

Channels contribute different forms of movement

Role clarity matters more than channel count.

PAID

Create or capture exposure

Useful for scale and precision; rented attention.

EARNED / PARTNER

Transfer credibility or cultural access

Depends on fit and third-party belief.

OWNED / CRM

Continue the relationship

Requires permission and useful value.

EXPERIENCE

Turn promise into action and retention

The path must carry what media created.

TAKEAWAYMedia ends at adoption only when the experience and lifecycle system are included.

/ Team Challenge

Sequence the system for one adoption break

Choose a case and diagnose the stage before selecting channels.

Known product, low trustHigh trial, low repeatStrong interest, complex approvalViral content, weak purchase

OUTPUT: stage diagnosis · channel sequence · proof · first action · retention step · metric at each stage

TAKEAWAYEvery channel must hand the customer to a more useful condition.

/ Pressure Test

Is the plan fixing the named break?

A system can look integrated while repeating one job everywhere.

1.Where is adoption actually dying?

2.What meaning or proof must precede the ask?

3.Which channel is structural versus borrowed energy?

4.What metric would reveal movement to the next stage?

TAKEAWAYChannel variety is not customer-system design.

/ Example

A sequence for a trust break

The system creates proof before asking for commitment.

STAGECHANNEL / EXPERIENCEJOB

MeaningProblem-led videoMake relevance clear

TrustPeer case + earned articleReduce proof burden

ActionSearch + transparent landing pageCapture demand without surprise

ContinuityOnboarding email + service proofTurn trial into confidence

TAKEAWAYThe order of proof and action is as important as the media mix.

/ Close

Diagnose the break. Sequence the system.

Media creates conditions; adoption happens through the connected journey.

LOCATEName the stage

SEQUENCEAssign distinct channel jobs

VERIFYMeasure movement

TAKEAWAYDo not buy another glance when the problem is meaning, trust, action, or retention.