Layer 05 — Growth
Demand that cannot be booked is not demand.
Between wanting to go and arriving there are twelve points of failure — search visibility, route availability, price legibility, booking friction, visa process. Growth is the discipline of closing them.
02 — The leak
Indexed to 100 at aware. v1 sample data. Wedges below the line are volume lost at that step, with the cause named.
More demand is lost below the line than arrives above it.
Each loss has a named cause and an owner, and almost none of them are creative. The largest wedges sit in the middle of the sequence, where the least budget is spent.
03 — Four conversion failures
{{ f.num }}
{{ f.title }}
{{ f.l1 }}
{{ f.l2 }}
{{ f.l3 }}
04 — The instrument
The friction diagnostic does not score the market. It explains the residual.
These four variables never enter the desire score. They are the account of why realized conversion sits below expected conversion, and every growth mandate opens with them rather than with a media plan.
v1 sample data. Same instrument as the Index readout. Open the Index →
05 — Instruments in use
06 — Mandate shape
{{ p.name }}
{{ p.dur }}
{{ p.scope }}
07 — Adjacent layers