BAG · The Strategist Cadence

5/3/2 Awareness

Better Questions. Better Signals. Better Outcomes.

Don't tell them the connection — let them discover it. People remember what they figure out for themselves. Lay out the 5 and the 3, open each layer to teach it live, then pause and let the room answer before you reveal a thing.

5
Build Awareness
Before we solve the problem… we must understand it.
Internal awareness
Tap any question to go deeper ▾
1
What
What are they trying to improve?
▼
The specific outcome they want to move — the result that matters, not the activity around it.

What it means

Name the one thing that has to improve. If everything else slipped but this held, the work still counts.

Listen for

“We need to…”, “We're trying to…”, the gap between where they are and where they want to be.

Tip

If they name several, ask which one they'd fix first if they could only keep one.

2
Why
Why is it important?
▼
The reason behind the goal — what's driving it, and what happens if nothing changes.

What it means

A reason big enough creates the urgency to act. A thin why is a deal that stalls.

Listen for

Pressure, a deadline, a board mandate, the cost of inaction, a personal stake.

Tip

Keep asking “why does that matter?” until the answer carries real weight.

3
Who
Who is it important to?
▼
The people who care about the outcome — and who feel it if it slips.

What it means

Knowing who it affects tells you whose perspective to carry into the room and who to keep close.

Listen for

Names, titles, “my boss,” “the team,” who's watching, who's accountable.

Tip

Whoever it matters most to is usually your real buyer — find them early.

4
How
How is it measured or influenced?
▼
The signal of success — the number, metric, or moment that proves it worked.

What it means

If you can't name how the impact is measured, you can't prove your value later.

Listen for

KPIs, targets, “we'll know it's working when…”, what gets reported up.

Tip

Agree on the measure before you act — it keeps everyone honest about the result.

5
Now
Why is now the right time?
▼
The trigger that makes this urgent today instead of someday.

What it means

Awareness only converts when there's a reason to move now. No urgency, no deal.

Listen for

A deadline, an event, a change in the business, a window that's closing.

Tip

If there's no compelling reason to act now, your job is to help them find one — or wait.

The 5 creates awareness
▼
3
Read the Room
Once you understand the opportunity… read the room.
External awareness
Tap any step to reveal who, what & how ▾
1
Identify
Identify who has a say.
▼
Who has a say in this decision?
Buying Influence — the four hats
👑
Decision Maker
Owns the budget and signs. Final yes or no.
🧰
User Buyer
Lives with the outcome daily; judges it by how it works for them.
🛡️
Guardian
Protects the process, the terms, and the risk. Can veto.
🤝
Coach
Wants you to win and guides you on how to.

Tip

One person can wear more than one hat. Map all four before you advance.

Run the ladder to surface them
What
“What are you trying to improve?” Listen for the names & pronouns — “my boss,” “the team,” “finance.”
How
“How does a decision like this usually get made?” The primary rung — maps who signs (Decision Maker), who guards terms (Guardian), who lives with it (User Buyer).
If
“If everything lined up, who gives the final yes?” Confirms authority — a Coach names someone else; the Decision Maker says “me.”
2
Uncover
Uncover what matters most.
▼
Through which lens do they judge value?
Value Lens — what they weigh
💰
Money
Revenue, cost, margin, return on investment.
⏰
Time
Speed, hours saved, getting to the outcome faster.
🛡️
Risk
Safety, certainty, protection, fewer surprises.
🏆
Status
Reputation, recognition, standing with others.

Tip

Different influences value different things. Match your message to their lens.

Run the ladder to uncover the lens
How
“How will you weigh a decision like this?” The primary rung — cost → Money · speed → Time · certainty → Risk · reputation → Status.
What
“What matters most in getting this right?” Listen for the word they reach for first — that's their lens.
If
“If you had to pick one, which wins?” Forces the priority when several lenses are in play.
3
Align
Align your promise with their win.
▼
How do they feel about it today?
Mode — how they feel right now
🙂
Growth
Things are good; they want more. Sell the upside.
🙁
Trouble
Something's broken; they need a fix. Sell the solution.
😐
Even Keel
Content as-is; no urgency. Help them see the gap.
😎
Overconfident
Believe they're fine; may not be. Tread carefully.

Tip

The mode tells you how to position — and whether now is even the time.

Run the ladder to read the mode
What
“What are you hoping to change?” Fix → Trouble · upside → Growth · “just looking” → Even Keel.
Where
“Where has this fallen short before?” The primary rung — read the tone, not just the words. Pain named → Trouble · “we're fine” → Even Keel · brushed off → Overconfident.
If
“If this were everything you hoped, what changes?” Reads readiness — eager → Growth/Trouble · non-committal → Even Keel · dismissive → Overconfident.
💡What do you think happens when you know all three?
Let the room answer first.
You know what to say.
Exactly.
▼
2
Earn the Right
Once you know… their win becomes clear.
Alignment
🏆
Their Win
What improvement or result are they trying to achieve?
+
🎁
Our Promise
Align what we have to offer to their win.
=
Strategic Alignment
The right offer for their win, at the right time, and in the right way.

Now… connect the points.

Tap once for each link. Let the room call out the next one before you reveal it.

👥
Buying Influence
Who has a say
→
💰
Value Lens
What matters most
→
🙂
Mode
How they feel about it
→
🏆
Their Win
What improvement they want
→
🤝
Our Promise
Align our offer to their win

Connect the four points. Earn the right to move forward.

Role
How they see the problem.
Mindset
How they feel about the problem.
Role + Mindset
= Reality