The whole vault
Every chart explains one mechanism. Start with what's going on, or search the full text.
The Create-Capture Gap
Your software credits the last click it can see, while buyers credit the work that actually won them over.
The Relevance Engineering Funnel
Paid ads jump straight from a first glance to the ask, and skipping the trust-building middle means it isn't really a funnel.
The Lean Stack
You don't win by being on every channel - you win in the one or two your buyer actually uses.
The Trust Hierarchy
Buyers trust the people they already know far more than the voices they follow online.
The Sincerity Tax
The more of your writing an AI produces, the less trustworthy your words sound.
The Opinion Deficit
AI can multiply a clear point of view, but it can't invent one you never wrote down.
The Externalization Gap
A pipeline that runs through the founder flattens out, while one built on lasting assets keeps growing.
The Authority Ladder
Stacking more credentials doesn't raise how expert you look, because buyers judge you by signals they can actually read.
Safe vs Pointed
Two people post the same amount, but only the one who takes a real stance builds a reputation.
Paper Presence
Registering in a new market isn't the same as entering it - real presence is built with proof over time, not paperwork.
The Audience Mismatch
Writing about how you do the work attracts other experts. Writing about the client's problem attracts buyers.