“I am learning”
01
The Value Path
The Value Path is an 8-stage framework describing how humans naturally progress through value discovery and creation with an organization.
People move through stages based on their own readiness, not because marketing automation pushed them there. We recognize signals of progression rather than manufacture advancement. Humans aren't data points to be scored—they're people in relationships with your organization.
Path TO Value
Discovery & Evaluation. People recognize possibility, research options, signal readiness, and make purchasing decisions.
Audience
I am learning
What it is
People in the earliest moments of possibility recognition. Casual exploration without pressure to commit. Building general awareness through content consumption.
What exists
The Audience deckValue-First AI Daily - Mar 11, 2026Value-First AI Daily · March 11, 2026This Week at Value-First Team — March 2-6March 2, 2026The $285 Billion Question Your CFO Should Be AskingFebruary 18, 2026$285 Billion Disappeared — But the Real Loss Was HumanFebruary 18, 2026The Day the SaaS Stack CollapsedFebruary 18, 2026
Researcher
I am researching
What it is
Active investigation and evidence gathering. Building comprehensive understanding through focused exploration. Comparing approaches and gathering evidence for decisions.
What exists
The Researcher deckUnboxing Revenue Hub - Contracts & BillingLet's Unbox · August 4, 2026Value-First Platform: AI Data Readiness - Mar 24, 2026Value-First Platform: AI Data Readiness · March 24, 2026Week of March 16-20: The Week the Collective Came to LifeMarch 21, 2026RE: Open Letter to HubSpotMarch 18, 2026Why Is the Value-First Team?March 1, 2026What Is the Value-First Team?March 1, 2026Who Is the Value-First Team?March 1, 2026
What exists
The Hand Raiser deckThe Myth of Outbound EmailThe Value Path - Aug 6, 2026Value-First Partner: Mutual Growth over Value Extraction (Commitment 1 of 7) w/ Crispy BarnettHand Raiser ≠ Buyer: What Changes When AI Does the Research FirstThe Investment Case for AI-Native TransformationRevenue Truth Lives at Stage 6The Value Path Is Not a FunnelContext Is Care
Hand Raiser
I need help
What it is
Explicit signal of readiness for expert guidance. Has questions requiring human answers. Authentic interest after sufficient independent research.
What exists
The Hand Raiser deckThe Myth of Outbound EmailThe Value Path · August 27, 2026The Value Path - Aug 6, 2026The Value Path · August 6, 2026Value-First Partner: Mutual Growth over Value Extraction (Commitment 1 of 7) w/ Crispy BarnettValue-First Partner · March 26, 2026Hand Raiser ≠ Buyer: What Changes When AI Does the Research FirstFebruary 20, 2026The Investment Case for AI-Native TransformationFebruary 18, 2026Revenue Truth Lives at Stage 6February 18, 2026The Value Path Is Not a FunnelFebruary 18, 2026Context Is CareFebruary 18, 2026
Buyer
I am buying
What it is
Actively making purchasing decisions. Building internal conviction and coordinating stakeholders. Navigating organizational dynamics and making the business case.
What exists
Path OF Value
Creation & Multiplication. People implement, realize value, share success, and become strategic partners.
What exists
The Value Creator deckThe Value Path - Apr 16, 2026Let's Build Value-First: Avoid A Measurement Trap w Value-First MeasurementLet's Build Value First: Avoiding The ERP Trap w/ Value-First PlatformLet's Build HubSpot Onboarding with Willem Reus - Avoiding the B2B TrapThe Unified Contact View, Built LiveThe Integration That Reveals EverythingYou Don't Have to Add Insight. You Have to Draw It Out.Week of February 23–27: The Week Before Launch
Value Creator
I must create value
What it is
Active implementation with pressure to prove decision wisdom. Building new capability and navigating organizational change. Focused on demonstrating value.
What exists
The Value Creator deckThe Value Path - Apr 16, 2026The Value Path · April 16, 2026Let's Build Value-First: Avoid A Measurement Trap w Value-First MeasurementValue-First Framework Foundation · November 25, 2025Let's Build Value First: Avoiding The ERP Trap w/ Value-First PlatformValue-First Framework Foundation · November 25, 2025Let's Build HubSpot Onboarding with Willem Reus - Avoiding the B2B TrapLet's Build HubSpot Onboarding · May 31, 2025The Unified Contact View, Built LiveMay 3, 2026The Integration That Reveals EverythingMarch 31, 2026You Don't Have to Add Insight. You Have to Draw It Out.March 25, 2026Week of February 23–27: The Week Before LaunchFebruary 28, 2026
Adopter
I realize your value
What it is
Genuine value realization and validation. Using new capabilities and proving success. Optimizing usage and deepening integration.
What exists
What exists
Advocate
I tell others about you
What it is
Natural sharing within authentic influence spheres. Telling peers about success, beginning internally before extending externally. Organic referral generation.
What exists
What exists
Champion
I am a raving fan
What it is
Industry leadership and methodology co-creation. Building communities of practice and advancing entire methodologies. Strategic partnership and mutual value multiplication.
What exists
Read the one that sounds like today.