Research
Cheapest stage to run, most expensive to skip.
Is there an excruciating problem here, and who exactly has it?
A named buyer, the problem in their own raw words, and the 3 makeshift workarounds they use instead
You build for an imagined user. Every message, landing page, and cold outreach is aimed at nobody in particular — and you blame your copy
You can describe your buyer without the word "anyone", and quote a phrase a real prospect used unprompted
"We spend 8 hours every Friday compiling CSV spreadsheets across 4 tools because neither HubSpot nor Google Analytics give us investors clean cohort reports."











