The Moments
Guide your audience on the path towards conviction
"Light bulb over my head, yeah" - Kanye West
Your audience internalizes belief on their own terms. The moments are the journey they take and your method for guiding them toward the new reality.
It's common to chase "aha" moments as the great unlock. But "aha" just means "I get it." It doesn't mean they agree. It doesn't mean they'll act. Movements don't get built because someone understood your pitch.
The real unlock is a sequence of walk away feelings. First, acknowledgment; they see the problem and your take on it. Then recognition; they realize they share the problem and that it matters. Finally, realization; not acting would be a mistake, and you have the right approach. Movements spread when your audience goes from "uh huh" to "aha" to "oh shit” (in that order).
MENTAL MODEL
earn each moment deliberately
Acknowledgment, recognition, realization. Each one has to land before the next one can. Know what it takes to unlock each step.
read the room
Watch for the tells – leaning in, sharper questions, finishing your sentences. And watch for silence – no reactions means no moments. If the message isn't landing, adjust.
let them arrive
The most powerful moments feel like self-discovery, not persuasion. Your job is to illuminate the path, not drag them down it.
MESSAGING TIPS
share proof as it happens
Real-time evidence makes moments land harder. Customer wins, market shifts, analyst validation – drop them when they're fresh and relevant.
highlight the perfect world
Paint the destination clearly. When your audience can see what's possible on the other side, the realization hits harder.
leave room for self-discovery
Don't over-explain. The most powerful moments feel earned, not handed. Give them enough to connect the dots themselves.
TROPES TO AVOID
manufactured moments
Ever hear, 'I was talking to a customer and you won't believe what they said. They validated everything I've ever believed'? This tactic is easy to spot and impossible to trust.
over-explaining the journey
If you narrate every step, you rob your audience of the realization. The 'oh shit' moment loses power when you announce it's coming.
rushing the sequence
Acknowledgment, recognition, realization – in that order. Skip a step and you lose them. Patience is part of the craft.
OPERATING MODEL
map moments to touchpoints
Know which moment each message is designed to unlock. A podcast might earn acknowledgment. A case study might drive recognition. A demo might trigger realization. Be intentional.
track what's landing
Document the reactions – what gets head nods, what gets questions, what gets silence. Patterns will emerge. Double down on what moves people and cut what doesn't.
iterate the journey
The path to 'oh shit' isn't fixed. As your market evolves and your messaging sharpens, the moments will shift. Keep testing, keep refining.
All Revenue Design Method Pillars
Design a Narrative
The Scenario
surface the forces reshaping your audience's reality
Design a Narrative
The Inflection
Reveal the turning point that makes acting now the only option
Design a Narrative
The Advantage
Own the market position only your unique approach can hold
Design a Movement
The Space
Shape the domain into a direction you can lead
Design a Movement
The Moments
Guide your audience on the path towards conviction
Design a Movement
The Reason
Convert true champions into industry advocates
Design a Machine
The People
Stay dialed in to the tune of your audience
Design a Machine
The Journey
Make the message in tune and in time
Design a Machine
The Proposition
Measure the message against realized value