The output should make the tradeoff visible enough for someone else to inspect, challenge, and act on.
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marketing, brand & growth framework
Organize top, middle and bottom funnel activity.
quick answer
TOFU-MOFU-BOFU Funnel is a funnel for Marketing funnel. It turns the decision into named fields, evidence, and a visible tofu-mofu-bofu funnel worksheet / visual.
The output should make the tradeoff visible enough for someone else to inspect, challenge, and act on.
Organize top, middle and bottom funnel activity.
Use AIDA Model when its output is closer to the conversation you need: Map awareness, interest, desire and action.
worked example
A filled example is easier to understand than a blank template. Use it to see the shape before applying the framework to your own case.
A filled example so you can see the shape before applying TOFU-MOFU-BOFU Funnel to your own context.
A filled example so you can see the shape before applying TOFU-MOFU-BOFU Funnel to your own context.
generate yours
Start Ask PL with the framework, required inputs, and your context. It will ask for missing details, render the funnel, and explain what decision the output should change.
Apply TOFU-MOFU-BOFU Funnel to my situation. Context: [Decision, audience, options, evidence, and constraints.] Use the TOFU-MOFU-BOFU Funnel structure: - Ordered funnel stages: - conversion/drop-off metrics: Ask only for missing inputs that would change the output. Then render the funnel and name the decision it should change.
how to use it
Use the framework to change a decision, not to fill a worksheet. Start narrow, add evidence, then inspect what the tofu-mofu-bofu funnel worksheet / visual makes clearer.
Write the concrete marketing funnel choice, tradeoff, or conversation the framework should change.
Fill the important slots: Ordered funnel stages, conversion/drop-off metrics.
Mark what is measured, what comes from customers, and what is still judgment.
End with the next move, the riskiest assumption, or the evidence that would change the tofu-mofu-bofu funnel worksheet / visual.
quality check
Use this check after the artifact is filled. Blank fields are not failure; they are the next research question. Look for concrete evidence, missing constraints, and assumptions that would change the next move.
The framework needs a concrete decision. Broad intent turns it into a worksheet, not a decision aid.
Good framework output makes assumptions visible enough for someone else to challenge.
The diagram is useful only if it changes the next product conversation.
common mistakes
Do not use TOFU-MOFU-BOFU Funnel as a worksheet. Name the choice, conversation, or tradeoff the output should change.
Separate measured facts, customer evidence, and leadership judgment so weak assumptions stay visible.
If the diagram does not match the decision, switch frameworks instead of stretching the boxes.
The framework should clarify the next move. It should not replace strategy, sequencing, or judgment.
use something else when
Map awareness, interest, desire and action.
Map audience states from passive to active to post-purchase.
Align content to awareness, consideration, conversion and retention stages.
faq
Organize top, middle and bottom funnel activity.
Business context; objectives; available evidence; stakeholder judgment
TOFU-MOFU-BOFU Funnel worksheet / visual
Use TOFU-MOFU-BOFU Funnel when the decision matches this job: Organize top, middle and bottom funnel activity.
Avoid it when you need AIDA Model's output instead: Map awareness, interest, desire and action.
It is both: a structure for thinking and a visible funnel that makes the decision easier to inspect.
A good input names the real decision, uses concrete evidence, and separates facts from assumptions.
Use the tofu-mofu-bofu funnel worksheet / visual to choose the next move, name the riskiest assumption, or decide what evidence would change the call.
Use AIDA Model when the real output you need is closer to: Map awareness, interest, desire and action.
Yes. Describe your context and Ask PL can ask for missing inputs, render the funnel, and explain what decision it should change.