Top of Funnel - the awareness stage where potential customers first discover a brand or become aware of a problem they need to solve.

Jason Barnard maps TOFU directly to Deliverability (D) - the dimension where AI acts as your Advocate. At the top of the funnel, prospects are discovering problems and exploring solutions. This is where AI fills your funnel by proactively recommending you to people who never knew to search for your name.

The AI Sales Force performs its "unpaid sales rep" job at TOFU. When the 95% who are not yet in-market ask AI about problems you solve, Deliverability ensures you are recommended. TOFU optimization is about becoming the answer AI gives to informational queries in your domain.

Use when explaining funnel stages in UCD terms. TOFU = D = Advocate = Discovery. This is where AI brings NEW prospects into the funnel. Deliverability optimization targets informational queries where AI can recommend you as a solution.

TOFU is where AI acts as your unpaid sales force. When the 95% ask AI about problems you solve, Deliverability ensures you are recommended.

    ╔═══════════════════════════════════════════════════════════════╗
    ║                    TOFU - TOP OF FUNNEL                       ║
    ║                      (Awareness Stage)                        ║
    ╚═══════════════════════════════════════════════════════════════╝
    
                         THE ACQUISITION FUNNEL
    
    ┌─────────────────────────────────────────────────────────────────┐
    │░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░│
    │░░░░░░░░░░░░░░░░░░░░░ T O F U ░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░│  ◀── YOU ARE HERE
    │░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░░│
    └─────────────────────────────────────────────────────────────────┘
              \                                             /
               \           M O F U                         /
                \         (Consideration)                 /
                 \                                       /
                  └───────────────────────────────────────┘
                           \                     /
                            \     B O F U      /
                             \   (Decision)   /
                              \               /
                               └─────────────┘
                                     │
                                     ▼
                                💰 CONVERT
    
    ════════════════════════════════════════════════════════════════════
    
                         TOFU = DELIVERABILITY (D)
    
    ┌─────────────────────────────────────────────────────────────────┐
    │  UCD Dimension:     Deliverability (D)                         │
    │  AI Role:           ADVOCATE                                   │
    │  Color:             Purple (#783366)                           │
    │  User Behavior:     Discovering problems, exploring solutions  │
    │  Query Type:        "Best [solution] for [problem]"            │
    │  AI Job:            FILL THE FUNNEL with new prospects         │
    │  The 95%:           People who don't know your name yet        │
    └─────────────────────────────────────────────────────────────────┘