What this assignment produces: A first-draft value ladder you can put into Google Ads, clearly labeled as a hypothesis, with built-in review criteria.

Why it matters: You don't need this to be right. You need it to be honest and testable. Version 1 is a starting hypothesis. The habit of reviewing it is what makes it useful over time.

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Instructions

Step 1 — Choose 3–4 stages from your conversion map that represent meaningfully different levels of business value.

Step 2 — Assign relative values.

Stage	Relative value (points)	Assumption — why this ratio?

Start with the raw submit at 1 and work upward. The exact numbers matter less than the ratios. If a qualified lead is 50x more valuable than a raw submit, encode that.

Step 3 — Write your invalidation criteria.

Complete this sentence:

"What would invalidate this ladder in 30 days: ___"

For example: "If booked calls rarely become qualified leads within 60 days, we'll demote booked-call value in the next review."

This is how hypotheses become knowledge instead of just becoming outdated assumptions that nobody revisits.

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Assignment complete when: You have a table with ratios you're willing to defend, and a written sentence about what would cause you to revise it.

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Module 4: Stakeholders & Stories

Module objective: Get the language and tools you need to have the "lead quality" conversation without it turning into a 30-minute technical lecture, and set realistic expectations for the messy middle.

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