The whole vault
Every chart explains one mechanism. Start with what's going on, or search the full text.
The Mirror and the Market
Writing about your own methods draws applause from peers; writing about the buyer's problem draws actual buyers.
The Pre-Sold Arrival
Chasing volume brings cold strangers; building relevance brings buyers who are already sold.
The Hosting Return Stack
Hosting a show pays you back mostly in learning and content, yet the usual playbook chases the one payoff you can't control.
The Evaluation Gap
Founders often judge a new way of getting leads at 30 days, before any of them has had time to work.
The Trust Gap
A cheap sale can close on one ad, but a big-ticket decision needs a bridge of trust that no single ad can build.
The Low-Stakes Client
The easy, low-stakes clients you keep around are the ones least able to give you the proof you need to win bigger work.
Your Website Isn't A Lead Generator
Your website's real job is to convince the prospects you already have, not to go find new ones.
The LinkedIn Inversion
On LinkedIn you have to build interest before you can convert it, so most of the spend belongs at the top warming people up, not at the bottom chasing cold prospects.
The Conversion Cliff
In an owned pipeline the biggest loss isn't people skipping your event - it's the near-total drop from attending to booking a call, and almost no one fixes it.
The Consideration Set
Buyers put you on the shortlist based on who they've heard about, not who paid to reach them.
The Visibility Stack
A point of view stuck in one person's calendar is capped by that person; spread it across several voices and the reach, the safety, and the ways in all open up.
The Publishing Decay Curve
Great work you never publish slowly disappears from view, handing the ground to competitors who do publish.