The whole vault
Every chart explains one mechanism. Start with what's going on, or search the full text.
The Two Conversations
The same service sells for two very different prices depending on how the buyer showed up at your door.
The Uneven Rebound
Agency growth bounced back after its dip, but it never climbed back to where it used to be.
The Through-Line
Your positioning isn't dreamed up in a workshop; it's the same move your best projects keep making, once you look across them.
The Vendor Box
The better you deliver your first service, the more firmly the client files you under that one thing, and only that.
The Revenue Whipsaw
Agencies that only sell custom projects swing between packed and empty months, while a repeatable diagnostic offer fills the gaps between builds.
The Referral Ceiling
Growing on referrals alone eventually stops working, because your network can only send you so much business.
The Five-Second Test
In their first few seconds on your site, buyers try to answer three questions, and most homepages only help with one.
The Consideration Continuum
The bigger and riskier the purchase, the longer the buyer takes and the less your tracking software can see of what actually swayed them.
The Relational Relay
A sales handoff works when the new person arrives while the relationship is still warm, so the client never feels passed off to a stranger.
The Source Credibility Matrix
A benchmark number only means something for you if it was measured on businesses like yours, the right way.
The Positioning Spectrum
The narrower you say who you're for and what you fix, the easier you are to buy.
The Leaky Bucket
The same marketing tactics convert far better once your positioning is sharp; adding more tactics can't fix a blurry message.