The Relevance Engineering Funnel

The chart sets two funnels side by side. The paid-ads one is broken in two - an ad at the top, a labeled "trust gap: nothing here," and a separate ask floating at the bottom, disconnected from the top. The other funnel is one solid piece: content earns a first look, the website builds belief, case studies prove it, and only then comes the sales call. Attention opens the door, but only trust walks anyone through it, so the missing middle is where those quiet, going-nowhere conversations come from.