Funnel & Behavioral Frameworks
The frameworks for moving people from never-heard-of-you to acting, and then doing it again. Funnels, growth metrics and behavioural-design loops - each with a live diagram, worked examples and a clear-eyed look at where the model lies.
AIDA
The 125-year-old funnel that still runs your ad copy. Attention, Interest, Desire, Action - a four-stage spine for a single ad, email, or landing page, plus an honest look at where the slide lies.
Marketing Funnel
From stranger to superfan in five stages - Awareness, Consideration, Conversion, Retention, Advocacy. A shared map of where attention turns into trust and trust turns into money, read as a loop not a line.
AARRR (Pirate Metrics)
Dave McClure's growth scoreboard - Acquisition, Activation, Retention, Referral, Revenue. Pick one metric per stage, find the worst leak, and stop pouring budget into the top of a leaky bucket.
EAST
The Nudge Unit's behaviour-change checklist: make it Easy, Attractive, Social, Timely. Most plans fail because the right thing isn't the easy thing - EAST fixes the friction, not the intention.
Fogg Behavior Model
B=MAP: behaviour happens when Motivation, Ability, and a Prompt converge at one moment. The counterintuitive rule - make it easier before you try to make people care more.
Hook Model
Nir Eyal's four-move habit loop: Trigger, Action, Variable Reward, Investment - where the Investment loads the next Trigger. The most powerful and most ethically loaded framework in the canon.
CEP (Category Entry Points)
Map the moments, contexts, and motivations that trigger people to buy in your category to grow mental availability.
The Messy Middle
Google's map of how people actually shop - looping between Exploration and Evaluation until a bias tips them to buy. Win the loop, not the funnel.