Clarity is just six answers away.

“What do you actually do?”
If you’ve ever stumbled through that question—at work or over Thanksgiving dinner—this article is for you. Meet the Customer Lifecycle Funnel, an easy way to explain your role, your impact, and how it all fits together.

Most organizations don’t struggle because they have too much data.
They struggle because that data can’t be reused, governed, or automated.

In my latest article, I introduce the 6Qs Framework—a simple, universal, and understandable way to describe every engagement: Who, What, Where, When, Why, and How.

Why this matters:

• Silos can keep operating as they always have—while their data becomes reusable across the enterprise.

• A small, finite vocabulary (about 1,200 terms) can combine into more than 3 trillion unique engagement descriptions.

• Plain-English classifications make engagement context easy to interpret and apply.

The 6Qs is a mapping layer, not a replacement. It doesn’t change data—it describes it. And that shift unlocks clarity, speed, and scale across marketing, sales, product, and service.

📩 Read the full piece in my newsletter: The 6Qs: A Smarter Way to Plan, Create, and Deliver Engagements

If your fix for data chaos is “break down silos,” you’re solving the wrong problem.
Silos create depth; the issue is how they connect—especially as the distance between data creation and data use grows.

This article covers how to:
• Capture context at creation (not months later in a lake)
• Translate local terms into shared meaning via the 6Qs
• Make mapping painless inside existing workflows
• Govern IDs so meaning travels with the data