01 / The thesis
A · Your paid media
…is underperforming. Everyone changes the ad. The problem is in the decision sequence the click is driving into - not the creative.
B · Your marketing function
…is busy but not producing. Everyone briefs differently. The problem is that there is no coherent strategy above the team - not that the team is wrong.
One discipline. Applied to both.
Years in senior marketing leadership
Behavioural strategies authored
Avg ROAS, paid acquisition, first 4 months
One client. Four years.
Underlying client outcomes available under NDA on request.
Two-week decision mapping. 22-page diagnostic of how your audience actually chooses.
Architect the intervention. The decision translated into the triggers that have to fire - in order.
Direct execution. Surgical application across the surfaces that matter. No agency layer.
Board-level reporting. One KPI per stage. No vanity dashboards. No theatre.
Most funnels accidentally address one or two of them. NOVI maps all eight and shows you exactly which one is failing.
If the visitor doesn't see themselves in the page, nothing else matters. The headline, the imagery, the language all signal whether they belong - or don't.
The buyer needs to recognise their specific situation. Generic problems get generic dismissal. Specific problems create urgency.
Most buyers misattribute the cause of their problem. D3 is where the buyer accepts the new explanation or leaves. The most common blocking decision in NOVI engagements - and the highest-leverage fix.
Specific, credible, contextually relevant evidence - not generic testimonials. The buyer needs to see someone like them with a result like theirs.
Trust must precede the ask. The named human, the audited methodology, the affiliations, the years. Anonymity loses trust faster than weak claims.
The next step has to feel sized correctly for where the visitor is in the decision sequence. Too large an ask too early loses qualified buyers.
The cost of deferral made concrete. Without urgency, qualified buyers leave intending to come back - and most don't.
The social or professional risk of acting. Often the silent killer in high-ticket B2B decisions. How will my team, board, peers receive this choice?
A DTC brand, eight figures in revenue, arrived with the familiar brief: paid media underperforming, creative needed to change. Three agencies had already tried.
The diagnostic identified D3 as the primary blocker. A price-anchoring conflict between the landing page and the category they had been primed against on the platform.
We did not change the creative. We rebuilt the decision sequence the click was driving into.
Lift in qualified conversion against same paid spend
Reduction in cost per acquired customer
Days from engagement start to these outcomes
01 Behavioural Scientist
Psychological Science. The diagnosis precedes the intervention. Why people don't do what they understand and intend.
02 Advertiser
Twelve years across DTC, B2B, government, and cause. 600+ strategies. The discipline of making diagnosis work in market.
03 Operator
Direct execution. Every engagement led by Stefan. Not an account manager. Not a junior off a brief.
Stefan Novic · Founder · The NOVI Method
07 / The next step
Not a pitch. Stefan looks at what you're currently running, identifies the most expensive failure point in the decision sequence, and tells you what he would do about it. Whether you engage NOVI or not.
Decisive by NOVI → applies this same framework as a platform.