Funnel

The narrowing path from awareness to action, losing people at each turn. A useful lie: real journeys are rarely so tidy.

The funnel's usefulness is accounting: it names the stages between ignorance and action and makes the losses at each countable. Its lie is the geometry. Real people loop, stall for a year, arrive sideways on a friend's sentence, and enter at the bottom having skipped the top entirely.

Use it as a diagnostic, not a portrait: where the numbers narrow sharply is where the experience is failing, and that is worth knowing. But build the brand for the loops, the person who saw the film twice, left, and returned by a referral. Tidy models measure; they must not start dictating.