Diagnose

Do you know exactly what's broken?
|-- YES --> Do you know which framework to use?
|   |-- YES --> Go use that skill directly. You don't need this.
|   +-- NO  --> THIS SKILL. You know the problem, need the tool.
+-- NO  --> THIS SKILL. Start here.

ACTUAL PROBLEM:        WHAT FOUNDERS THINK:        WHAT THEY DO:
Product problem    →   "Marketing isn't working"   →   Spend on ads (waste)
Market problem     →   "Need more features"        →   Build for months (waste)
Messaging problem  →   "Product must be wrong"     →   Pivot prematurely (waste)
Distribution       →   "Need better website"       →   Redesign 5 times (waste)
Pricing problem    →   "Need more value"            →   Add features nobody asked for (waste)

Have at least 5 people given you real money (or signed a binding LOI)?
|-- YES --> Go to Step 2.
|-- NO  --> Have you talked to 10+ potential customers about their problem
|           (not your solution)?
|   |-- YES --> Did they describe the problem with emotion and specifics?
|   |   |-- YES --> You probably have a messaging, pricing, or distribution
|   |   |           problem. Go to Step 2.
|   |   +-- NO  --> You might have a MARKET problem. The problem you're
|   |               solving may not be painful enough to pay for.
|   |               → Use mom-test to validate the problem exists.
|   |               → Use four-steps Customer Discovery process.
|   +-- NO  --> STOP. You are guessing. Nothing else matters until you
|               talk to real people. → Use mom-test.

Show your website/pitch to a stranger for 5 seconds. Can they tell you:
  1. What you offer?
  2. How it makes their life better?
  3. What they should do next?

All 3 clear?
|-- YES --> Go to Step 3.
|-- NO  --> You have a MESSAGING problem.
|           → Use storybrand to restructure your message.
|           → Use made-to-stick to make individual messages land.
|           → Use obviously-awesome if the confusion is about
|             what category you belong in.

Are potential customers discovering your product?
|-- YES, enough volume → Go to Step 4.
|-- YES, but wrong people → You have a POSITIONING problem.
|   → Use obviously-awesome to redefine your target segment.
|   → Use crossing-the-chasm if you're reaching innovators
|     but need pragmatists.
|-- NO → You have a DISTRIBUTION problem.
|   → Use traction to systematically test channels.
|   → Use 100m-leads for tactical execution in chosen channels.
|   → Use money-models if you can't AFFORD the channels that work (make acquisition self-funding first).

People find you, understand you, but don't buy. Why?
|-- "Too expensive" → PRICING problem.
|   → Use monetizing-innovation to redesign price+product together.
|   → Use 100m-offers to repackage the offer.
|-- "Not sure it'll work for me" → TRUST problem.
|   → Use influence (social proof, authority).
|   → Use storybrand (guide authority + testimonials).
|-- "I'll think about it" (then ghost) → URGENCY problem.
|   → Use 100m-offers (scarcity, urgency, bonuses, guarantees).
|   → Use influence (scarcity, commitment/consistency).
|-- "Went with competitor" → POSITIONING problem.
|   → Use obviously-awesome to find your unique value.
|   → Use blue-ocean-strategy if the market is commoditized.
|-- Signing up but churning → PRODUCT problem.
|   → Use lean-startup to measure and iterate.
|   → Use mom-test to understand why they leave.
|-- Buying once but never again / LTV too low to fund growth → MONEY MODEL problem.
|   → Use money-models (upsells, downsells, continuity).

For B2B / high-touch sales:
|-- Meetings happen but deals stall → SALES PROCESS problem.
|   → Use spin-selling for the conversation structure.
|   → Use influence for persuasion mechanics.
|-- Can't get meetings → Back to Step 3 (distribution).
|-- Deals close but take too long → Use spin-selling
|   (you're probably skipping Implication questions).