Named Trap
Attribution / Multi-Touch Attribution

It answers 'which of our touches worked' — a question about us, not about whether anyone actually received anything of worth.

Named Trapreexamine

Named Trap

Attribution / Multi-Touch Attribution

A trap. Name it, then reexamine the frame — don’t optimize it.

It answers 'which of our touches worked' — a question about us, not about whether anyone actually received anything of worth.

In
Named Trap
Fires
reexamine

Each of these has its own address too.

Named Trap
add value / value-added / value-add

Names no recipient and can't be checked — the moment you reach for 'value-added,' stop.

Named Trapreexamine
add value / value-added / value-add
Named Trap
Capture Value / Value Capture

Value that flows to a person isn't a grab — the tell is language like 'capture your share.'

Named Trapreexamine
Capture Value / Value Capture
Named Trap
Content / Lead Magnet (as Value)

Counts the artifact, not the help — a lead magnet baits a form-fill and calls it value.

Named Trapreexamine
Content / Lead Magnet (as Value)
Named Trap
Conversion / Convert / Funnel / TOFU-MOFU-BOFU

MQL, SQL, TOFU — labels built to optimize a number, not to serve the person behind it.

Named Trapreexamine
Conversion / Convert / Funnel / TOFU-MOFU-BOFU
Named Trap
Create Value

Recipient-free and unfalsifiable — anyone can claim it, which is why it stopped meaning anything.

Named Trapreexamine
Create Value
Named Trap
Leads / Prospect (as a Person) / Targets

Reduces a human to an object to capture and score — the tell is the word 'target.'

Named Trapreexamine
Leads / Prospect (as a Person) / Targets

This word is one of a whole language — four families, the named frameworks, and every inherited word they replace.

See it in the whole language