Solutions
Different decision states require different advertising jobs.
Discover, compare and decide are not funnel labels. They describe what the person is trying to resolve, which proof is useful and which next action is appropriate.
01
Need formation
Discover
Help the person define what matters without forcing a premature sale.
Creative jobClarify the need and introduce credible utility.
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02Trade-off evaluation
Compare
Make the decisive differences easier to understand and verify.
Creative jobAnswer criteria with specific, supported proof.
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03Action readiness
Decide
Resolve the final constraint and provide a coherent next step.
Creative jobReduce friction without overstating urgency.
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One example, three jobs
The same product should not say the same thing everywhere.
Discover“A carry-on built for weekly flights.”
Introduces utility around a clearly emerging use case.
Compare“2.9 kg, replaceable wheels, lifetime shell warranty.”
Answers the decisive trade-off with verifiable proof.
Decide“Check your airline’s cabin dimensions before ordering.”
Resolves the final fit question and links to the relevant tool.
Next step
Choose the decision state worth testing first.
The opportunity review identifies where your offer has the clearest right to help.