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On the Inverted Decision Funnel

2 minutes

Topic:Communication

Posted on:Dec 13, 2011

Captured by:David J

Method:Dictation

The traditional funnel diagram is wrong. People don't fall

into the funnel; they fall out. Gravity does not work for
the marketer. It works against the marketer.

The funnel diagram should be inverted. In fact, it might

better be represented as a tower. The prospect climbs it,
and the force which ATTRACTS the "offer-to" (the
prospect) upward is the VP(f). Each step involves a
micro-decision, in effect a "micro-yes". The culmination
of the micro-yes(s) is the "ultimate-yes". The process
involving these decisions is called the thought sequence.

Thus we have the following diagram...

At each juncture, each step, there is an "ask", and a

potential "yes". There is also a potential "no". This
involves "an-easy-to-underestimate" risk. It will take a
long chain of yes(s) to achieve an ultimate-yes (a sale).
But a single "no", along this upward path can stop all
progress. This "no" can be caused by a number of
factors. Here follows five common examples:

(1) An "ask" to the wrong person(2) An "ask" without

sufficient value force (3) An "ask" with too much cost
force (4) An "ask" that is premature (in the thought
sequence) (5) An "ask" for too much 

Observation by Flint McGlaughlin, captured on Nov 17,

2011