Everything is Funnel • The 6 Step Engagement System

THE BIG IDEA

Don't build the product first. Build the pathway to action.

Most environmental programs begin with the thing: a campaign, resource, workshop, app, rebate, community program, or intervention.

Then they ask: How do we get people to use it?

Everything Is a Funnel flips that process around.

You'll learn to design the complete human pathway first — from attention → engagement → action — and identify the bottlenecks, experiences, messages, and conversion bridges required to move people through it.

Your eventual program may even change once you understand what your audience actually needs.

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WHAT YOU'LL LEARN

You'll learn how to:

Design a Minimum Viable Funnel — the simplest complete pathway capable of moving someone from first contact to real action.

Find the system bottleneck by asking the most important question in funnel design: What is the single thing preventing people from reaching the goal?

Build an Octopus Funnel — designing the “tentacles” that attract and engage people before obsessing over the product at the center.

Hook attention by creating messages that interrupt the noise and earn the next few seconds of someone's attention.

Frame the same action for different motivations — from community and money to safety, identity, responsibility, or environmental impact.

Create a valuable free experience that moves someone from passive awareness into genuine engagement.

Design landing pages and engagement sequences that continue the journey instead of dumping people into information.

Create commitment devices that bridge the gap between intention and actual behavior.

Design conversion bridges between each stage of your funnel instead of expecting people to magically take the next step.

Apply the 7–11–4 principle to build sufficient familiarity, contact, and trust around your idea.

Track the real conversion — not just impressions, clicks, and sign-ups, but whether the environmental action actually happened.

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WHAT'S INCLUDED

You won't just learn funnel theory. You'll build your own system using:

The 6-Step Action System Funnel Template — map your pathway from first contact through measurable action.

Interactive Miro Funnel Board — visually architect your own funnel during the workshop.

Minimum Viable Funnel Framework — identify the smallest viable system you can launch and test.

Octopus Funnel Methodology — design the attention and engagement “tentacles” surrounding your core action or offer.

Hook + Framing Templates — develop multiple ways of attracting different audiences to the same environmental action.

Engagement Funnel Templates — structure landing pages, free experiences, email sequences, and commitment moments.

Conversion Bridge Template — systematically improve the transitions where people are most likely to drop out.

Conversion Psychology Toolkit — apply behavioral techniques to increase follow-through.

Tech Stack Guide — connect the practical technology behind landing pages, email, CRM, automation, and tracking.

Action Tracking Framework — measure whether people actually completed the behavior you're trying to create.

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FRAMEWORK / EXAMPLE

One of the central models in the workshop is the Octopus Funnel.

Think of your eventual action, program, product, or offer as the head of the octopus.

The tentacles are everything that reaches outward into the world:

TIPS → HOOKS → STORIES → FRAMES → FREE EXPERIENCES → CONTENT → RELATIONSHIPS

The counterintuitive principle is:

Build the tentacles before you obsess over the head.

Those tentacles aren't merely marketing for the product.

The tentacles ARE part of the product.

They help you discover what people respond to, what they need, what motivates them, and where they get stuck.

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LEARN THE COMPLETE ACTION DESIGN SYSTEM

Everything is a Funnel is Week 3 of the 6-week School of Climate Action Design, where you’ll learn how to combine behavioral psychology, storytelling, engagement funnels, choice architecture, and gamification into one cohesive system for designing change.

JOIN THE WAITLIST FOR ACTION DESIGN SCHOOL

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