# Design & Delivery Models

These models help you design effective marketing systems.

## Hick's Law
Decision time increases with the number and complexity of choices. More options = slower decisions = more abandonment.

**Marketing application**: Simplify choices. One clear CTA beats three. Fewer form fields beat more.

## AIDA Funnel
Attention → Interest → Desire → Action. The classic customer journey model.

**Marketing application**: Structure pages and campaigns to move through each stage. Capture attention before building desire.

## Rule of 7
Prospects need roughly 7 touchpoints before converting. One ad rarely converts; sustained presence does.

**Marketing application**: Build multi-touch campaigns across channels. Retargeting, email sequences, and consistent presence compound.

## Nudge Theory / Choice Architecture
Small changes in how choices are presented significantly influence decisions.

**Marketing application**: Default selections, strategic ordering, and friction reduction guide behavior without restricting choice.

## BJ Fogg Behavior Model
Behavior = Motivation × Ability × Prompt. All three must be present for action.

**Marketing application**: High motivation but hard to do = won't happen. Easy to do but no prompt = won't happen. Design for all three.

## EAST Framework
Make desired behaviors: Easy, Attractive, Social, Timely.

**Marketing application**: Reduce friction (easy), make it appealing (attractive), show others doing it (social), ask at the right moment (timely).

## COM-B Model
Behavior requires: Capability, Opportunity, Motivation.

**Marketing application**: Can they do it (capability)? Is the path clear (opportunity)? Do they want to (motivation)? Address all three.

## Activation Energy
The initial energy required to start something. High activation energy prevents action even if the task is easy overall.

**Marketing application**: Reduce starting friction. Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.

## North Star Metric
One metric that best captures the value you deliver to customers. Focus creates alignment.

**Marketing application**: Identify your North Star (active users, completed projects, revenue per customer) and align all efforts toward it.

## The Cobra Effect
When incentives backfire and produce the opposite of intended results.

**Marketing application**: Test incentive structures. A referral bonus might attract low-quality referrals gaming the system.