82 Resonate
Tools for Mapping a Journey
Abstain
Accuse
Apathy
Aware
Cancel
Chaos
Close-minded
Complicate
Conceal
Confused
Control
Deconstruct
Delay
Despise
Destroy
Disagree
Disapprove
Disband
Discontent
Discourage
Try
Defend
Interest
Buy
Implement
Structure
Open-minded
Simplify
Familiarize
Clear
Empower
Establish
Do
Desire
Create
Agree
Recommend
Assemble
Content
Encourage
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Disengage
Dislike
Disregard
Dissuade
Divide
Doubt
Exclude
Exhaust
Forget
Hesitant
Hinder
Ignorant
Ignore
Impotence
Improvise
Individual
Invalidate
Irresponsible
Keep Quiet
Maintain
Engage
Like
Examine
Persuade
Unite
Believe
Include
Invigorate
Remember
Willing
Facilitate
Learn
Respond
Influence
Plan
Collaborator
Validate
Responsible
Report
Change
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Misunderstand
Naysayer
Nemesis
Obligated
Passivist
Pessimistic
Reject
Resist
Retreat
Risky
Sabotage
Skeptical
Standardize
Stay Put
Think
Unclear
Uncomfortable
Undermine
Understand
Advocate
Ally
Passionate
Activist
Optimistic
Accept
Yield
Pursue
Secure
Promote
Hopeful
Differentiate
Begin
Know
Clear
Comfortable
Support
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These pages contain a couple tools that can help trigger ideas as you map
out the audience journey.
Below is a list of words culled from various articles on change management.
It’s not an exhaustive list of every type of change, but it can help spark ideas
for how you want your audience to be transformed.
MOVE FROM MOVE TO MOVE FROM MOVE TO MOVE FROM MOVE TO
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Define the Journey 83
Idea
Conceived
Idea
Clari ed
Idea
Accepted
Idea
Explored
Idea
Planned
Idea
Internalized
Idea
Acted On
Idea
Spread
Idea
Rejected
Idea
Abandoned
Idea
Vetted
Idea
Socialized
Idea
Void
(Possibility)
Ye s
Process Segmentation
Determine the phase in the process the
audience needs to move to:
By Project Process: • Analyze, design,
develop, implement, evaluate
By Sales Cycle Process: • Awareness,
interest, desire, evaluation, action, loyalty
By Adoption Process: • Innovators, early
adopters, majority, laggards
IDEA LIFE CYCLE
Choose where you feel the bulk of the
audience is in your process. Make sure
you address their concerns so they
can get unstuck.
Determine Where They Need to Move to in a Process
Many presentations occur to move an audience from being stuck on a
project to being unstuck. Projects and processes reach critical junctures
where the team needs encouragement and prodding or the project could
miss the deadline or stagnate. Another way to determine the journey is
to assess the process and determine what phase they should be in (or
are stuck in) and prepare your messages to move them from the current
phase to the next phase. For example, you might want to move a client
along to the next step in the sales cycle, which means you might need to
move them from interest to evaluating your product. The graphic to the
right lists common processes. The graphic below shows a master idea life
cycle that you can use to get your idea unstuck.
Idea
Analyzed
No
Ye s
No
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