The library of the work

The Value Path

8 stages of natural progression, from first awareness to championship advocacy. Not your stages — theirs. Watch the whole framework in one short film, then walk the stages and take everything published for each one.

135 pieces published across 8 stages · 63 you can watch right here

Value Path Concepts (overview Remotion video)

The Value Path

Not YOUR stages. THEIR journey.

The Value Path is an eight-stage framework describing how people naturally progress through value discovery and creation with an organization. It replaces artificial funnel thinking with recognition of natural human progression — honoring how people actually move through relationships. This page is the whole body of work behind it: the show, the stages as curriculum, and everything published for each one.

Why a path, not a funnel

A funnel is something done TO people — pushed through manufactured stages until they convert or fall out. The Value Path is the opposite: people move by their own readiness, not because automation pushed them. You recognize signals of progression rather than manufacture advancement.

  • Path TO Value — discovery and evaluation: recognize possibility, research, signal readiness, decide
  • The division point — the shift from TO to OF happens at the moment of commitment
  • Path OF Value — creation and multiplication: implement, realize value, share success, lead
The body of work

What is here

Guided routes

Ways through the Value Path

Across the constellation

Where this connects

The walk

8 stages, in order

Start where you are. Each stage opens with a short film, then gives you every session, talk, article and deck published for it. No stage matters more than the one you are standing in.

Stage 1 of 8

Audience

“I am learning”

People in the earliest moments of possibility recognition. Casual exploration without pressure to commit. Building general awareness through content consumption.

Start here: AudienceStage Audience (Remotion video)

More video for this stage4

SessionValue-First Data Ep. 2: Audience Stage — When Trust Starts at ZeroRead the write-up
SessionUnderstanding Your Audience: Why Attention Isn't IntentRead the write-up
Data Summit talkValue-First Data Summit 2025 — Stage 1 — Audience — Signals & ScoresI am learningRead the write-up (opens in a new tab)
Data Summit talkValue-First Data Summit 2025 — audience workshop (sessions 1A/1B)I am learning

Everything else for Audience

Presentation1

Presentation
The Audience Stage (presentation deck)

Article2

Article
Data Summit 2025 — Stage 1 Audience Intro
Article
Data Summit 2025 — Stage 1 Audience Roundtable

Quiz1

Quiz
Audience stage quiz

Page1

Page
Audience stage deep-dive page
Stage 2 of 8

Researcher

“I am researching”

Active investigation and evidence gathering. Building comprehensive understanding through focused exploration. Comparing approaches and gathering evidence for decisions.

Start here: ResearcherStage Researcher (Remotion video)

More video for this stage4

SessionValue-First Data Ep. 3: Researcher Stage — The Loop in Investigation ModeRead the write-up
SessionValue-First Platform: AI Data Readiness — 12 Complexity TrapsRead the write-up
Data Summit talkValue-First Data Summit 2025 — researcher workshop (sessions 2A/2B)I am researching
SessionThe Value Path — Jan 21, 2026Read the write-up

Everything else for Researcher

Presentation1

Presentation
The Researcher Stage (presentation deck)

Article2

Article
Data Summit 2025 — Stage 2 Researcher Intro
Article
Data Summit 2025 — Stage 2 Researcher Roundtable

Quiz1

Quiz
Researcher stage quiz

Page1

Page
Researcher stage deep-dive page
Stage 3 of 8

Hand Raiser

“I need help”

Explicit signal of readiness for expert guidance. Has questions requiring human answers. Authentic interest after sufficient independent research.

Start here: Hand RaiserStage Hand Raiser (Remotion video)

More video for this stage4

SessionValue-First Data Ep. 4: Hand Raiser Stage — The Loop in Evaluation ModeRead the write-up
SessionEp. 5: The Hand Raiser StageRead the write-up
Data Summit talkValue-First Data Summit 2025 — hand raiser workshop (sessions 3A/3B)I need help
SessionEp. 6: The Hand Raiser Stage - Part 2Read the write-up

Everything else for Hand Raiser

Presentation1

Presentation
The Hand Raiser Stage (presentation deck)

Article4

Article
Data Summit 2025 — Stage 3 Hand Raiser Intro
Article
Data Summit 2025 — Stage 3 Hand Raiser Roundtable
Article
Hand Raiser ≠ Buyer: What Changes When AI Does the Research First
Article
The Hand Raiser Stage: I Am Buying! — Responding to Readiness Signals

Quiz1

Quiz
Hand Raiser stage quiz

Page1

Page
Hand Raiser stage deep-dive page
Stage 4 of 8

Buyer

“I am buying”

Actively making purchasing decisions. Building internal conviction and coordinating stakeholders. Navigating organizational dynamics and making the business case.

Start here: BuyerStage Buyer (Remotion video)

More video for this stage6

SessionValue-First Data Episode 5 — HERO Stage — When Your Champion Needs You MostHERO-Stage episode, Buyer slot (positional)Read the write-up
SessionDeal Tags: Building Buyer-Centric Intelligence in HubSpotRead the write-up
SessionThe Value Path — Apr 9, 2026 (Deal Tags / buying committee)Read the write-up
Data Summit talkValue-First Data Summit 2025 — buyer workshop (sessions 4A/4B)I am buying
SessionValue-First Data — Unified Revenue View Part 3Read the write-up
SessionEp. 7: The Buyer StageRead the write-up

Everything else for Buyer

Presentation1

Presentation
The Buyer Stage (presentation deck)

Article2

Article
Data Summit 2025 — Stage 4 HERO (Buyer) Intro
Article
Data Summit 2025 — Stage 4 Buyer Roundtable

Quiz1

Quiz
Buyer stage quiz

Page1

Page
Buyer stage deep-dive page
The division point
Discovery & EvaluationCreation & Multiplication

The shift from TO to OF occurs at the moment of purchase or commitment.

Everything above is the Path TO Value — how you find, weigh and decide. Everything below is the Path OF Value — what you build, prove, share and lead once you have committed. Same walk, second half.

Stage 5 of 8

Value Creator

“I must create value”

Active implementation with pressure to prove decision wisdom. Building new capability and navigating organizational change. Focused on demonstrating value.

Start here: Value CreatorStage Value Creator (Remotion video)

More video for this stage4

SessionValue-First Data Episode 6 — The Value Creator Stage: Closed Won is a LieRead the write-up
Data Summit talkValue-First Data Summit 2025 — value creator workshop (sessions 5A/5B)I must create value
SessionThe Value Creator Stage: What the Work Actually Looks LikeRead the write-up
SessionEp. 12: The Value Creator Stage - Part 2Read the write-up

Everything else for Value Creator

Presentation1

Presentation
The Value Creator Stage (presentation deck)

Article4

Article
Data Summit 2025 — Stage 5 Value Creator Intro
Article
Data Summit 2025 — Stage 5 Value Creator Roundtable
Article
The Value Creator Stage: I Must Create Value! — Enabling Implementation Success
Article
The Value Creator Who Cannot Stay: When Organizations Consume What They Cannot Hold

Quiz1

Quiz
Value Creator stage quiz

Page1

Page
Value Creator stage deep-dive page
Stage 6 of 8

Adopter

“I realize your value”

Genuine value realization and validation. Using new capabilities and proving success. Optimizing usage and deepening integration.

Start here: AdopterStage Adopter (Remotion video)

More video for this stage4

Data Summit talkValue-First Data Summit 2025 — adopter workshop (sessions 6A/6B)I realize your value
SessionValue-First Data Episode 7 — The Adopter Stage: The Most Important Stage?Read the write-up
SessionEp. 13: The Adopter Stage - RecognitionRead the write-up
SessionEp. 13: The Adopter Stage - Part 2Read the write-up

Everything else for Adopter

Presentation1

Presentation
The Adopter Stage (presentation deck)

Article3

Article
Data Summit 2025 — Stage 6 Adopter Intro
Article
Data Summit 2025 — Stage 6 Adopter Roundtable
Article
Revenue Truth Lives at Stage 6

Quiz1

Quiz
Adopter stage quiz

Page2

Page
The Adopter Gap — critical-insight callout
Page
Adopter stage deep-dive page
Stage 7 of 8

Advocate

“I tell others about you”

Natural sharing within authentic influence spheres. Telling peers about success, beginning internally before extending externally. Organic referral generation.

Start here: AdvocateStage Advocate (Remotion video)

More video for this stage2

SessionValue-First Data Episode 8 — Advocate Stage: Growth Through SatisfactionRead the write-up
Data Summit talkValue-First Data Summit 2025 — advocate workshop (sessions 7A/7B)I tell others about you

Everything else for Advocate

Presentation1

Presentation
The Advocate Stage (presentation deck)

Article2

Article
Data Summit 2025 — Stage 7 Advocate Intro
Article
Data Summit 2025 — Stage 7 Advocate Roundtable

Quiz1

Quiz
Advocate stage quiz

Page1

Page
Advocate stage deep-dive page
Stage 8 of 8

Champion

“I am a raving fan”

Industry leadership and methodology co-creation. Building communities of practice and advancing entire methodologies. Strategic partnership and mutual value multiplication.

Start here: ChampionStage Champion (Remotion video)

More video for this stage12

SessionThe Champion Stage, Part 1: the red flagsThe Value Path with Joshua Oakes — Jul 2, 2026Read the write-up
SessionThe Champion Stage, Part 2: the green flagsThe Value Path with Joshua Oakes — Jul 9, 2026Read the write-up
ShortA tighter aperture for valueJoshua Oakes
ShortBe realistic about what value is measurableJoshua Oakes
ShortControl the input, not the outputJoshua Oakes
ShortThe lowest lift, highest impact moment in marketingChris Carolan
ShortSo what happens is nothingJoshua Oakes
ShortThe Cold Open: the champion the company can't say yes toChris Carolan & Joshua Oakes
ShortThe more you tighten your gripJoshua Oakes
ShortYou can't manufacture humanityChris Carolan
Data Summit talkValue-First Data Summit 2025 — champion workshop (sessions 8A/8B)I am a raving fan
SessionValue-First Data Episode 9 — Champion Stage: Let Leading Voices LeadRead the write-up

Everything else for Champion

Presentation1

Presentation
The Champion Stage (presentation deck)

Article1

Article
Data Summit 2025 — Stage 8 Champion Roundtable

Quiz1

Quiz
Champion stage quiz

Page1

Page
Champion stage deep-dive page

The namesake show

The Value Path — the show

Hosted by Joshua Oakes

The Value Path is a comprehensive methodology series exploring the 8-stage customer progression framework—from Audience through Champion—that replaces traditional funnel thinking with natural human behavior recognition.

Watch the full show on Media

The run, newest first17

  1. The Champion Stage, Part 2: the green flags

    ChampionAlso above, in Champion

  2. The Champion Stage, Part 1: the red flags

    ChampionAlso above, in Champion

  3. The Value Path — Jun 25, 2026 (Advocate Stage Pt 2)

    Advocate

  4. The Value Path — Jun 18, 2026 (Advocate Stage Pt 1)

    Advocate

  5. Ep. 13: The Adopter Stage - Part 2

    AdopterAlso above, in Adopter

  6. Ep. 13: The Adopter Stage - Recognition

    AdopterAlso above, in Adopter

  7. Ep. 12: The Value Creator Stage - Part 2

    Value CreatorAlso above, in Value Creator

  8. The Value Creator Stage: What the Work Actually Looks Like

    Value CreatorAlso above, in Value Creator

  9. The Value Path — Apr 9, 2026 (Deal Tags / buying committee)

    BuyerAlso above, in Buyer

  10. Deal Tags: Building Buyer-Centric Intelligence in HubSpot

    BuyerAlso above, in Buyer

  11. Ep. 7: The Buyer Stage

    BuyerAlso above, in Buyer

  12. Ep. 6: The Hand Raiser Stage - Part 2

    Hand RaiserAlso above, in Hand Raiser

  13. Ep. 5: The Hand Raiser Stage

    Hand RaiserAlso above, in Hand Raiser

  14. The Value Path — Jan 21, 2026

    ResearcherAlso above, in Researcher

  15. Understanding Your Audience: Why Attention Isn't Intent

    AudienceAlso above, in Audience

  16. The Value Path with Joshua Oakes Ep. 2: Uncovering the Path to Value

    Also above, in the walk

  17. The Value Path with Joshua Oakes Ep. 1: Why Customer Journey Mapping Fails

    Also above, in the walk

The whole picture

Across the whole Path

The methodology layer — material that spans the walk rather than sitting in one stage. 6 presentations · 3 articles · 1 data summit talk · 13 sessions · 3 videos · 3 learning paths · 1 quiz · 5 pages · 5 series · 1 short.

VideoFour Unified Views (Remotion video)
VideoFive Core Beliefs (Remotion video)
SessionValue-First Data — The Story So Far: Eight Months Building the Unified ViewRead the write-up
VideoAI-Native Concepts (Remotion video)
SessionValue-First Data — The Curation Engine: Why the Surface Isn't the ValueRead the write-up
SessionObservability vs. Visibility: Building AI for Trust, Not the Sign-OffRead the write-up
SessionValue-First Data with Klemen Hrovat: Loop Marketing Meet Human RealityRead the write-up
SessionValue-First in 2026: Five Revelations with Casey HawkinsRead the write-up
SessionValue-First Measurement w/ Danielle Urban — Every Human has a Value PathRead the write-up (opens in a new tab)
SessionThe Value Path with Joshua Oakes Ep. 1: Why Customer Journey Mapping FailsRead the write-up
SessionThe Value Path with Joshua Oakes Ep. 2: Uncovering the Path to ValueRead the write-up
Session[Lead Score Monday Debate] Should Value Path Replace Lifecycle Stages?Read the write-up
SessionScoring the Value Path: Are Lead Scores and Natural Progression Compatible?Read the write-up
SessionValue-First Communication: INBOUND and Data Summit RecapsRead the write-up

Article3

Article
Cornerstone Value Path articles
Article
Value Path implementation & role-guide article series
Article
Data Summit promo / overview articles

Data Summit talk1

Data Summit talk
Building Value-First Data in HubSpot: A Hands-On Workshop

Session2

Session
VFD Unified Customer View episode set
Session
VFD Unified Revenue View episode set

Learning path3

Learning path
Map Your Value Path
Learning path
Become a Value-First Practitioner
Learning path
Build Your Customer Value Platform

Quiz1

Quiz
CVP certification exams (Comprehensive + Master Certification)

Page5

Page
The Value Path — content-pillar hub landing page (V1)
Page
The 8 Stages — stages overview index page (V1)
Page
Discover Your Stage — Value Path assessment (V1)
Page
Self-Service Tools & The Value Path (V1)
Page
Value Path Playbook — HubSpot implementation page (V1)

Series5

Series
The Value Path (show)
Series
Value-First Data (show)
Series
Value-First Platform: AI Data Readiness (show)
Series
The Value Path Stages (8-part event series)
Series
Value-First Data Summit (master event)

Short1

Short
Value Path microcontent — LinkedIn posts