Audience
“I am learning”
People in the earliest moments of possibility recognition. Casual exploration without pressure to commit. Building general awareness through content consumption.
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”
Active investigation and evidence gathering. Building comprehensive understanding through focused exploration. Comparing approaches and gathering evidence for decisions.
Hand Raiser
“I need help”
Explicit signal of readiness for expert guidance. Has questions requiring human answers. Authentic interest after sufficient independent research.
Buyer
“I am buying”
Actively making purchasing decisions. Building internal conviction and coordinating stakeholders. Navigating organizational dynamics and making the business case.
Path OF Value
Creation & Multiplication. People implement, realize value, share success, and become strategic partners.
Value Creator
“I must create value”
Active implementation with pressure to prove decision wisdom. Building new capability and navigating organizational change. Focused on demonstrating value.
Adopter
“I realize your value”
Genuine value realization and validation. Using new capabilities and proving success. Optimizing usage and deepening integration.
Advocate
“I tell others about you”
Natural sharing within authentic influence spheres. Telling peers about success, beginning internally before extending externally. Organic referral generation.
Champion
“I am a raving fan”
Industry leadership and methodology co-creation. Building communities of practice and advancing entire methodologies. Strategic partnership and mutual value multiplication.
Read the one that sounds like today.