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 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.
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
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
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.
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, 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
Adopter
I realize your value
What it is
Genuine value realization and validation. Using new capabilities and proving success. Optimizing usage and deepening integration.
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
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.