Model History · Not the current model

Every Drawing

The complete visual record of the Marketing Helix: every version of every figure, every round, every draft, and every drawing that was replaced.

This page is part of the Marketing Helix development history. It is preserved as an exploration or earlier version, not as the current canonical model.

Nothing drawn for the Marketing Helix is thrown away. This page holds all of it, in order: every published version of every figure, every round of Figure 1, every draft, the original set, and every drawing that was taken off a page. Where a figure is current, its last version here is the one on the site today.

1. Every published version of every figure

97 versions of 41 drawings, oldest first. Each is exactly as it was published. One version of one drawing was removed from this record because it cited an outdated statistic.

Figure 1

One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after it, version 1
Current Version 1 of 1. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

Figure 1 tablet

One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after it, version 1
Current Version 1 of 1. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

Figure 1 phone

One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after it, version 1
Current Version 1 of 1. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

Figure 1 navy

One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after it, version 1
Current Version 1 of 1. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

The complete model, then Figure 1

The customer as a straight line moving up, with trust, relevance and timing winding around it before and after the purchase, version 1
Superseded Version 1 of 2. October 1, 2026, 9:28 AM.
Model figures drawn from the film: the customer is the straight line, forces wind around it, the model continues past the purchase
One marketing message orbiting one moving customer through a marketing funnel, drawing closer toward a purchase and continuing after it, version 2
Current Version 2 of 2. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

The funnel, as it is usually drawn

The marketing funnel as it is usually drawn: upright, customers dropped in at the top and falling in a neat file through awareness, consideration and conversion to a purchase, version 1
Superseded Version 1 of 3. October 10, 2026, 2:22 PM.
The marketing funnel as it is usually drawn: upright, customers dropped in at the top and falling in a neat file through awareness, consideration and conversion to a purchase, version 2
Superseded Version 2 of 3. October 10, 2026, 2:26 PM.
Pulled Closer, or Drifting Past redrawn as one message with two outcomes; the sideways funnel shows the customer arriving in motion
The marketing funnel as it is usually drawn: upright, customers dropped in at the top, most falling out along the way, a few reaching a purchase, version 3
Current Version 3 of 3. October 11, 2026, 1:47 AM.
Figure 01: customers fall out of the funnel, thinner lines, title to the bottom; model history rebuilt

The marketing funnel

A funnel with fewer points at every level and one arrow out of the base, version 1
Superseded Version 1 of 9. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten
A marketing funnel on its side with stages awareness, consideration and conversion, and one customer passing through it to a purchase and beyond, version 2
Superseded Version 2 of 9. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
A marketing funnel on its side in four stages, awareness, consideration, conversion and purchase, with one customer passing through it and continuing, version 3
Superseded Version 3 of 9. October 10, 2026, 2:12 PM.
Funnel figure redrawn as four distinct, evenly spaced stages; phone line spacing fixed on four figures
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 4
Superseded Version 4 of 9. October 10, 2026, 2:15 PM.
Funnel figure: three stages with the ring as Purchase
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 5
Superseded Version 5 of 9. October 10, 2026, 2:26 PM.
Pulled Closer, or Drifting Past redrawn as one message with two outcomes; the sideways funnel shows the customer arriving in motion
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 6
Superseded Version 6 of 9. October 10, 2026, 2:28 PM.
The customer is in motion: stated large directly under the old funnel, before the funnel is turned; the sideways funnel shows the customer arriving at speed
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 7
Superseded Version 7 of 9. October 10, 2026, 2:35 PM.
Sideways funnel stat replaced with a current one: 186 phone checks a day (Reviews.org, January 2026).
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 8
Superseded Version 8 of 9. October 10, 2026, 3:16 PM.
A marketing funnel on its side in three stages, awareness, consideration and conversion, ending at the purchase, with one customer passing through it and continuing, version 9
Current Version 9 of 9. October 11, 2026, 1:54 AM.
Figure 02: customers fall out of the funnel, thinner funnel lines, on every page that shows it; post-purchase funnel line matched

Customer in motion

The customer as a straight line moving up through time, with trust, relevance and timing winding around it, version 1
Superseded Version 1 of 4. October 1, 2026, 9:28 AM.
Model figures drawn from the film: the customer is the straight line, forces wind around it, the model continues past the purchase
One customer moving left to right, one marketing message pulled closer, most messages drifting past, version 2
Superseded Version 2 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
Most marketing messages drift past a customer in motion; one is pulled closer, version 3
Superseded Version 3 of 4. October 10, 2026, 2:40 PM.
Customer in Motion redrawn so messages drifting past are the main visual: a stream of twenty passing the customer, one pulled closer
Most marketing messages drift past a customer in motion; one is pulled closer, version 4
Current Version 4 of 4. October 10, 2026, 2:45 PM.
Customer in Motion: the one message pulled closer starts as an arrow like the rest, and the tip of its arrow is the start of the helix

Pulled closer, or drifting past

One marketing message is drawn closer to the customer with every turn; another passes by and keeps going, version 1
Superseded Version 1 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
One marketing message is drawn closer to the customer with every turn; another passes by and keeps going, version 2
Superseded Version 2 of 4. October 10, 2026, 2:12 PM.
The same marketing message with two outcomes: pulled closer to the customer with every turn, or drifting past and away, version 3
Superseded Version 3 of 4. October 10, 2026, 2:26 PM.
Pulled Closer, or Drifting Past redrawn as one message with two outcomes; the sideways funnel shows the customer arriving in motion
The same marketing message with two outcomes: pulled closer to the customer with every turn, or drifting past and away, version 4
Superseded Version 4 of 4. October 10, 2026, 2:30 PM.
Pulled Closer, or Drifting Past: the unpulled message now grows larger faster and disappears

After the sale

Three customers after the sale: one says nothing, one hates you, one loves you, and what each does to the next customer, version 1
Superseded Version 1 of 4. October 1, 2026, 9:39 AM.
Post-purchase: 'After the Sale' figure and copy (says nothing, hates you, loves you) replaces Scattered vs. Focused; twelve more model diagrams drawn (not yet placed)
Three customers after the sale: one says nothing, one hates you and tells everyone, one loves you and their influence multiplies, version 2
Superseded Version 2 of 4. October 1, 2026, 9:55 AM.
After the Sale: a customer who loves you tells everyone and they tell everyone; the loves-you panel is the widest and shows influence multiplying
After the sale a customer says nothing, hates you, or loves you, and each reaches the next customers differently, version 3
Superseded Version 3 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
After the sale a customer says nothing, is unhappy and says so, or is happy and says so, and each reaches the next customers differently, version 4
Current Version 4 of 4. October 10, 2026, 6:54 PM.

Alignment decays

A message that stays exactly where it was while what the customer needs drifts away from it, until the two no longer align, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
A message that stays exactly where it was while what the customer needs drifts away from it, until the two no longer align, version 2
Current Version 2 of 2. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten

Alignment moment

Trust, relevance and timing moving independently over time, meeting at one moment, then separating again, version 1
Superseded Version 1 of 3. October 1, 2026, 9:39 AM.
Trust, relevance and timing each favorable for a different stretch of time, with a shared window where all three are favorable at once, version 2
Superseded Version 2 of 3. October 10, 2026, 3:01 PM.
Trust, relevance and timing each favorable for a different stretch of time, with a shared window where all three are favorable at once, version 3
Current Version 3 of 3. October 10, 2026, 9:05 PM.

Attention comes first (the first title of Being there is not being noticed)

Attention comes first: a customer is moving, most marketing messages pass, one is noticed, and then the marketing begins, version 1
Superseded Version 1 of 1. October 11, 2026, 5:54 AM.
Attention: three approved figures published (More messages does not mean more attention; Attention comes first; Noticed is not chosen), library 25 figures with a new Attention group; /attention/ route

Being there is not being noticed

Being there is not being noticed: marketing messages are around a moving customer, most of them pass, and one is noticed, version 1
Current Version 1 of 1. October 11, 2026, 6:13 AM.
Principle 06 retitled: Being there is not being noticed. /attention/, homepage, /principles/ (new anchor, old one kept), /model/, forces, applications, glossary, llms, watch pages, share card attentio

Cfr window

Three customers finish on the same day; only the one who introduces a real prospect inside the 90-day window counts toward Customer-to-Referral Rate, version 1
Current Version 1 of 1. October 10, 2026, 6:59 PM.

Crr window

Three customers finish on the same day; only the one who reviews inside the 30-day window counts toward Customer-to-Review Rate, version 1
Current Version 1 of 1. October 10, 2026, 6:59 PM.

Delivery is not attention

Delivery, attention, consideration and purchase are four different things along a customer's path, version 1
Current Version 1 of 1. October 10, 2026, 9:05 PM.

The model in one picture, dark

The funnel ends at the purchase. The customer keeps moving., version 1
Superseded Version 1 of 1. October 1, 2026, 8:58 AM.
Homepage: the model in one picture. The full Marketing Helix diagram (funnel ends at the purchase, the customer and the three forces continue)

The model in one picture

The funnel ends at the purchase. The customer keeps moving., version 1
Superseded Version 1 of 1. October 1, 2026, 8:58 AM.
Homepage: the model in one picture. The full Marketing Helix diagram (funnel ends at the purchase, the customer and the three forces continue)

Gravity well

A gravity well: a sheet bending toward the customer at its center, one message spiraling in and one drifting past, version 1
Superseded Version 1 of 1. October 1, 2026, 9:28 AM.
Model figures drawn from the film: the customer is the straight line, forces wind around it, the model continues past the purchase

Figure 1, three strands

One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 1
Superseded Version 1 of 5. October 10, 2026, 7:20 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 2
Superseded Version 2 of 5. October 10, 2026, 7:25 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 3
Superseded Version 3 of 5. October 10, 2026, 7:30 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 4
Superseded Version 4 of 5. October 10, 2026, 8:56 AM.
Opening drawing: customer label on two lines so it clears the funnel mouth in any font; strands stop short of the arrowhead.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 5
Superseded Version 5 of 5. October 10, 2026, 9:09 AM.
Opening drawing: purchase mark just past the funnel's end; key states what thick and thin mean

Figure 1, three strands, phone

One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 1
Superseded Version 1 of 5. October 10, 2026, 7:20 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 2
Superseded Version 2 of 5. October 10, 2026, 7:25 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 3
Superseded Version 3 of 5. October 10, 2026, 7:30 AM.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 4
Superseded Version 4 of 5. October 10, 2026, 8:56 AM.
Opening drawing: customer label on two lines so it clears the funnel mouth in any font; strands stop short of the arrowhead.
One customer moving left to right through a funnel and past the purchase, with trust, relevance and timing winding around them the whole way, version 5
Superseded Version 5 of 5. October 10, 2026, 9:09 AM.
Opening drawing: purchase mark just past the funnel's end; key states what thick and thin mean

Market in motion

Five customers as five rising lines, each with the same message orbiting at a different distance, version 1
Superseded Version 1 of 5. October 1, 2026, 9:39 AM.
Five customers as five rising lines, each with the same message orbiting at a different distance, version 2
Superseded Version 2 of 5. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten
Five customers as five straight rising lines, each with the same message circling it at a different distance, version 3
Superseded Version 3 of 5. October 10, 2026, 5:11 AM.
Model fix: the customer is the straight line, the messages are the helix. Market in Motion retitled and recaptioned, homepage customer-on-the-coil animation replaced with the three forces figure, post
Four customers, each a straight line moving left to right, with the same marketing message orbiting each at a different distance, version 4
Superseded Version 4 of 5. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
Four customers, each a straight line moving left to right, with the same marketing message orbiting each at a different distance, version 5
Current Version 5 of 5. October 10, 2026, 3:01 PM.

More messages does not mean more attention, eight kinds in color

More messages does not mean more attention: many kinds of marketing message stream past a customer and none is noticed, version 1
Current Version 1 of 1. October 11, 2026, 6:13 AM.
Principle 06 retitled: Being there is not being noticed. /attention/, homepage, /principles/ (new anchor, old one kept), /model/, forces, applications, glossary, llms, watch pages, share card attentio

More messages does not mean more attention, three tags

More messages does not mean more attention: many marketing messages stream past a customer and none is noticed, version 1
Superseded Version 1 of 1. October 11, 2026, 5:54 AM.
Attention: three approved figures published (More messages does not mean more attention; Attention comes first; Noticed is not chosen), library 25 figures with a new Attention group; /attention/ route

Noticed is not chosen

Noticed is not chosen: after the same moment of attention, a marketing message can draw closer to the customer or drift away, version 1
Current Version 1 of 1. October 11, 2026, 5:54 AM.
Attention: three approved figures published (More messages does not mean more attention; Attention comes first; Noticed is not chosen), library 25 figures with a new Attention group; /attention/ route

Orbit tightening

One message circling the customer line, each orbit tighter than the one below it, version 1
Superseded Version 1 of 3. October 1, 2026, 9:32 AM.
Model figures: Orbit Tightening and Scattered vs. Focused drawn as the model (replaces the cat and the house in the rain)
One marketing message orbiting one customer, far away at first and closer over time, version 2
Superseded Version 2 of 3. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
One marketing message orbiting one customer, far away at first and closer over time, version 3
Current Version 3 of 3. October 10, 2026, 2:12 PM.

Paid media buys delivery

Paid media places more marketing messages in front of a customer; delivery is what it buys, version 1
Current Version 1 of 1. October 10, 2026, 9:05 PM.
Paid media: four left to right figures (Principle 10) as Group 05 of the diagram library and in Application 4; library is 22 figures

Post purchase helix

The customer line continuing up past the purchase, with trust, relevance and timing still winding around it, version 1
Superseded Version 1 of 4. October 1, 2026, 9:28 AM.
Model figures drawn from the film: the customer is the straight line, forces wind around it, the model continues past the purchase
The same marketing message keeps orbiting the customer after the purchase, and the customer's review and referral reach the next customers, version 2
Superseded Version 2 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
The same marketing message keeps orbiting the customer after the purchase, and the customer's review and referral reach the next customers, version 3
Superseded Version 3 of 4. October 10, 2026, 2:12 PM.
The same marketing message keeps orbiting the customer after the purchase, and the customer's review and referral reach the next customers, version 4
Current Version 4 of 4. October 11, 2026, 1:54 AM.
Figure 02: customers fall out of the funnel, thinner funnel lines, on every page that shows it; post-purchase funnel line matched

Push vs pull

Two panels: a brand pushing force outward past its customers, and a customer pulling messages inward, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
Two panels: a brand pushing force outward past its customers, and a customer pulling messages inward, version 2
Superseded Version 2 of 2. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten

Readiness window

The customer's readiness rising to a peak and falling, with a short shaded window around the peak, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
The customer's readiness rising to a peak and falling, with a short shaded window around the peak, version 2
Current Version 2 of 2. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten

Relevance focus

Two panels: the same messages pointing in every direction, and the same messages all pointing at the customer, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
Post-purchase: 'After the Sale' figure and copy (says nothing, hates you, loves you) replaces Scattered vs. Focused; twelve more model diagrams drawn (not yet placed)
Scattered messages point in every direction; focused messages point at the customer, version 2
Current Version 2 of 2. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

Signal interference

A clear signal reaching the customer, and the same signal fading at each crossing with competing signals until it is lost, version 1
Superseded Version 1 of 3. October 1, 2026, 9:39 AM.
A clear signal reaching the customer, and the same signal fading at each crossing with competing signals until it is lost, version 2
Superseded Version 2 of 3. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten
A clear marketing message draws closer to the customer; the same message among competing ones breaks up and is lost, version 3
Current Version 3 of 3. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.

Three forces

Trust, relevance and timing as three rings turning around the customer, each on its own plane, version 1
Superseded Version 1 of 4. October 1, 2026, 9:39 AM.
Trust, relevance and timing as three rings turning around the customer, each on its own plane, version 2
Superseded Version 2 of 4. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten
Trust, relevance and timing each present for a different stretch; the marketing message is closest to the customer only where all three overlap, version 3
Superseded Version 3 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
Trust, relevance and timing each present for a different stretch; the marketing message is closest to the customer only where all three overlap, version 4
Current Version 4 of 4. October 10, 2026, 3:01 PM.

Timing mismatch

Three messages arriving at different moments on the customer's readiness curve: one too early, one in the window, one too late, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
Three messages arriving at different moments on the customer's readiness curve: one too early, one in the window, one too late, version 2
Current Version 2 of 2. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten

Trust compounding

Trust building in arcs, each taller than the last, until an interruption turns the pattern down, version 1
Superseded Version 1 of 4. October 1, 2026, 9:39 AM.
Trust rising in steps, each step larger than the last, until an interruption turns the line down, version 2
Superseded Version 2 of 4. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten
One illustrative path of trust over time: gains of different sizes, one interaction that adds little, a poor experience that takes several back, and a partial recovery, version 3
Superseded Version 3 of 4. October 10, 2026, 3:01 PM.
One illustrative path of trust over time: gains of different sizes, one interaction that adds little, a poor experience that takes several back, and a partial recovery, version 4
Current Version 4 of 4. October 10, 2026, 9:05 PM.

Trust decay

Trust in close orbit around the customer while it is reinforced, then widening turn by turn after the last reinforcement, version 1
Superseded Version 1 of 4. October 1, 2026, 9:39 AM.
A marketing message orbiting close to a customer, then drifting away and fading after the last reinforcement, version 2
Superseded Version 2 of 4. October 10, 2026, 12:34 PM.
Redrawn left to right, in the vocabulary of Figure 1.
A marketing message orbiting close to a customer, then drifting away and fading after the last reinforcement, version 3
Superseded Version 3 of 4. October 10, 2026, 2:12 PM.
A marketing message orbiting close to a customer, then drifting away and fading after the last reinforcement, version 4
Current Version 4 of 4. October 10, 2026, 3:01 PM.

Ttr interval

Time-to-Review runs from the completed experience to the published review; the request and the reply are separate events, version 1
Current Version 1 of 1. October 10, 2026, 6:59 PM.

Well uncoils

The flat rings of a gravity well lifting off the plane into a spiral that climbs around the customer line, version 1
Superseded Version 1 of 2. October 1, 2026, 9:39 AM.
The flat rings of a gravity well lifting off the plane into a spiral that climbs around the customer line, version 2
Superseded Version 2 of 2. October 1, 2026, 9:46 AM.
Marketing Helix: every scene drawing on a live page replaced with a model diagram in the film's vocabulary; mismatched captions rewritten

When ad spend stops

When ad spend stops: a marketing message can stay close if trust was built, or drift away if only the placements were holding it, version 1
Current Version 1 of 1. October 10, 2026, 9:05 PM.

When paid media works

The same paid placement with two outcomes: pulled closer when trust, relevance and timing hold, or drifting past when they do not, version 1
Current Version 1 of 1. October 10, 2026, 9:05 PM.
Paid media: four left to right figures (Principle 10) as Group 05 of the diagram library and in Application 4; library is 22 figures

2. Every round and every draft

The working drawings behind Figure 1 and the principles. Most were never on a public page until now.

Figure 1, round C

Figure 1, round c, candidate C1
Superseded Figure 1, round c, candidate C1
Figure 1, round c, candidate C1, phone
Superseded Figure 1, round c, candidate C1, phone
Figure 1, round c, candidate C2
Superseded Figure 1, round c, candidate C2
Figure 1, round c, candidate C2, phone
Superseded Figure 1, round c, candidate C2, phone

Figure 1, round D

Figure 1, round d, candidate D1
Superseded Figure 1, round d, candidate D1
Figure 1, round d, candidate D1, phone
Superseded Figure 1, round d, candidate D1, phone
Figure 1, round d, candidate D2
Superseded Figure 1, round d, candidate D2
Figure 1, round d, candidate D2, phone
Superseded Figure 1, round d, candidate D2, phone

Figure 1, round E

Figure 1, round e, candidate E1
Superseded Figure 1, round e, candidate E1
Figure 1, round e, candidate E1, phone
Superseded Figure 1, round e, candidate E1, phone
Figure 1, round e, candidate E2
Superseded Figure 1, round e, candidate E2
Figure 1, round e, candidate E2, phone
Superseded Figure 1, round e, candidate E2, phone

Figure 1, round F

Figure 1, round F
Superseded Figure 1, round F

Figure 1, round H

Figure 1, round H, candidate H1
Superseded Figure 1, round H, candidate H1
Figure 1, round H, candidate H1, phone
Superseded Figure 1, round H, candidate H1, phone

Figure 1, round I: the approved figure

Figure 1, round I, candidate I1 (the approved figure)
Current Figure 1, round I, candidate I1 (the approved figure)
I1, tablet
Current I1, tablet
I1, phone
Current I1, phone
I1, on navy
Current I1, on navy

Figure 1 with three strands

Figure 1, three strands: narrow
Superseded Figure 1, three strands: narrow
Figure 1, three strands: wide
Superseded Figure 1, three strands: wide

Earlier Figure 1 and Figure 2 candidates

Earlier Figure 1 and Figure 2 candidates: figure 1 mobile funnel labeled
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 mobile funnel labeled
Earlier Figure 1 and Figure 2 candidates: figure 1 mobile helix named
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 mobile helix named
Earlier Figure 1 and Figure 2 candidates: figure 1 mobile
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 mobile
Earlier Figure 1 and Figure 2 candidates: figure 1 wide funnel labeled
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 wide funnel labeled
Earlier Figure 1 and Figure 2 candidates: figure 1 wide helix named
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 wide helix named
Earlier Figure 1 and Figure 2 candidates: figure 1 wide
Exploration Earlier Figure 1 and Figure 2 candidates: figure 1 wide
Earlier Figure 1 and Figure 2 candidates: figure 2a mobile
Exploration Earlier Figure 1 and Figure 2 candidates: figure 2a mobile
Earlier Figure 1 and Figure 2 candidates: figure 2a wide
Exploration Earlier Figure 1 and Figure 2 candidates: figure 2a wide
Earlier Figure 1 and Figure 2 candidates: figure 2b mobile
Exploration Earlier Figure 1 and Figure 2 candidates: figure 2b mobile
Earlier Figure 1 and Figure 2 candidates: figure 2b wide
Exploration Earlier Figure 1 and Figure 2 candidates: figure 2b wide

Earlier Figure 1 and Figure 2 candidates, second set

Earlier Figure 1 and Figure 2 candidates, second set: figure 1 named funnel narrow
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 1 named funnel narrow
Earlier Figure 1 and Figure 2 candidates, second set: figure 1 named funnel wide
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 1 named funnel wide
Earlier Figure 1 and Figure 2 candidates, second set: figure 1 narrow
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 1 narrow
Earlier Figure 1 and Figure 2 candidates, second set: figure 1 wide
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 1 wide
Earlier Figure 1 and Figure 2 candidates, second set: figure 2a questions narrow
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 2a questions narrow
Earlier Figure 1 and Figure 2 candidates, second set: figure 2a questions wide
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 2a questions wide
Earlier Figure 1 and Figure 2 candidates, second set: figure 2b three lines narrow
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 2b three lines narrow
Earlier Figure 1 and Figure 2 candidates, second set: figure 2b three lines wide
Exploration Earlier Figure 1 and Figure 2 candidates, second set: figure 2b three lines wide

Drafts for principles 02 to 15 (three-strand family, never published)

Principle 02 draft: already in motion
Exploration Principle 02 draft: already in motion
Principle 03 draft: in control
Exploration Principle 03 draft: in control
Principle 04 draft: at the center
Exploration Principle 04 draft: at the center
Principle 05 draft: marketing surrounds
Exploration Principle 05 draft: marketing surrounds
Principle 06 draft: trust first
Exploration Principle 06 draft: trust first
Principle 07 draft: relevance
Exploration Principle 07 draft: relevance
Principle 08 draft: timing
Exploration Principle 08 draft: timing
Principle 09 draft: work together
Exploration Principle 09 draft: work together
Principle 10 draft: paid media
Exploration Principle 10 draft: paid media
Principle 11 draft: alignment temporary
Exploration Principle 11 draft: alignment temporary
Principle 12 draft: trust compounds or decays
Exploration Principle 12 draft: trust compounds or decays
Principle 13 draft: not the end
Exploration Principle 13 draft: not the end
Principle 14 draft: next customer
Exploration Principle 14 draft: next customer
Principle 15 draft: adapt
Exploration Principle 15 draft: adapt

Figure 01 with customers falling out of the funnel: drafts of October 11, 2026 (not published)

First draft, October 11, 2026: scattered customers and hollow gray dots. Rejected: thin and plain.
Exploration First draft, October 11, 2026: scattered customers and hollow gray dots. Rejected: thin and plain.
Three funnel shapes compared, October 11, 2026. Rejected: the curved funnel is locked.
Exploration Three funnel shapes compared, October 11, 2026. Rejected: the curved funnel is locked.
Second draft, option 1: the published drawing with customers leaving through the wall.
Exploration Second draft, option 1: the published drawing with customers leaving through the wall.
Second draft, option 2: more customers dropped in, with customers leaving through the wall.
Exploration Second draft, option 2: more customers dropped in, with customers leaving through the wall.
Second draft, the comparison sheet: published drawing, option 1, option 2.
Exploration Second draft, the comparison sheet: published drawing, option 1, option 2.

A new icon, round 1: three marks drawn from Figure 1, October 11, 2026 (not in use)

Icon round 1, A: The Coil, on white
Exploration Icon round 1, A: The Coil, on white
Icon round 1, A: The Coil, on white, the small cut
Exploration Icon round 1, A: The Coil, on white, the small cut
Icon round 1, A: The Coil, on navy
Exploration Icon round 1, A: The Coil, on navy
Icon round 1, A: The Coil, on navy, the small cut
Exploration Icon round 1, A: The Coil, on navy, the small cut
Icon round 1, A: The Coil, blue tile
Exploration Icon round 1, A: The Coil, blue tile
Icon round 1, A: The Coil, blue tile, the small cut
Exploration Icon round 1, A: The Coil, blue tile, the small cut
Icon round 1, B: The h, on white
Exploration Icon round 1, B: The h, on white
Icon round 1, B: The h, on white, the small cut
Exploration Icon round 1, B: The h, on white, the small cut
Icon round 1, B: The h, on navy
Exploration Icon round 1, B: The h, on navy
Icon round 1, B: The h, on navy, the small cut
Exploration Icon round 1, B: The h, on navy, the small cut
Icon round 1, B: The h, blue tile
Exploration Icon round 1, B: The h, blue tile
Icon round 1, B: The h, blue tile, the small cut
Exploration Icon round 1, B: The h, blue tile, the small cut
Icon round 1, C: Three Rings, on white
Exploration Icon round 1, C: Three Rings, on white
Icon round 1, C: Three Rings, on white, the small cut
Exploration Icon round 1, C: Three Rings, on white, the small cut
Icon round 1, C: Three Rings, on navy
Exploration Icon round 1, C: Three Rings, on navy
Icon round 1, C: Three Rings, on navy, the small cut
Exploration Icon round 1, C: Three Rings, on navy, the small cut
Icon round 1, C: Three Rings, blue tile
Exploration Icon round 1, C: Three Rings, blue tile
Icon round 1, C: Three Rings, blue tile, the small cut
Exploration Icon round 1, C: Three Rings, blue tile, the small cut
Icon round 1, working sheet 1: the three marks before they were cleaned up
Exploration Icon round 1, working sheet 1: the three marks before they were cleaned up
Icon round 1, working sheet 2: the three marks before they were cleaned up
Exploration Icon round 1, working sheet 2: the three marks before they were cleaned up

A new icon, round 2: Three Rings, four ways to draw the customer, October 11, 2026 (not in use)

Icon round 2, A: Rings alone, on white
Exploration Icon round 2, A: Rings alone, on white
Icon round 2, A: Rings alone, on white, the small cut
Exploration Icon round 2, A: Rings alone, on white, the small cut
Icon round 2, A: Rings alone, on navy
Exploration Icon round 2, A: Rings alone, on navy
Icon round 2, A: Rings alone, on navy, the small cut
Exploration Icon round 2, A: Rings alone, on navy, the small cut
Icon round 2, A: Rings alone, blue tile
Exploration Icon round 2, A: Rings alone, blue tile
Icon round 2, A: Rings alone, blue tile, the small cut
Exploration Icon round 2, A: Rings alone, blue tile, the small cut
Icon round 2, B: Rings and the customer, on white
Exploration Icon round 2, B: Rings and the customer, on white
Icon round 2, B: Rings and the customer, on white, the small cut
Exploration Icon round 2, B: Rings and the customer, on white, the small cut
Icon round 2, B: Rings and the customer, on navy
Exploration Icon round 2, B: Rings and the customer, on navy
Icon round 2, B: Rings and the customer, on navy, the small cut
Exploration Icon round 2, B: Rings and the customer, on navy, the small cut
Icon round 2, B: Rings and the customer, blue tile
Exploration Icon round 2, B: Rings and the customer, blue tile
Icon round 2, B: Rings and the customer, blue tile, the small cut
Exploration Icon round 2, B: Rings and the customer, blue tile, the small cut
Icon round 2, C: Rings on a center line, on white
Exploration Icon round 2, C: Rings on a center line, on white
Icon round 2, C: Rings on a center line, on white, the small cut
Exploration Icon round 2, C: Rings on a center line, on white, the small cut
Icon round 2, C: Rings on a center line, on navy
Exploration Icon round 2, C: Rings on a center line, on navy
Icon round 2, C: Rings on a center line, on navy, the small cut
Exploration Icon round 2, C: Rings on a center line, on navy, the small cut
Icon round 2, C: Rings on a center line, blue tile
Exploration Icon round 2, C: Rings on a center line, blue tile
Icon round 2, C: Rings on a center line, blue tile, the small cut
Exploration Icon round 2, C: Rings on a center line, blue tile, the small cut
Icon round 2, D: Rings on a hairline, on white
Exploration Icon round 2, D: Rings on a hairline, on white
Icon round 2, D: Rings on a hairline, on white, the small cut
Exploration Icon round 2, D: Rings on a hairline, on white, the small cut
Icon round 2, D: Rings on a hairline, on navy
Exploration Icon round 2, D: Rings on a hairline, on navy
Icon round 2, D: Rings on a hairline, on navy, the small cut
Exploration Icon round 2, D: Rings on a hairline, on navy, the small cut
Icon round 2, D: Rings on a hairline, blue tile
Exploration Icon round 2, D: Rings on a hairline, blue tile
Icon round 2, D: Rings on a hairline, blue tile, the small cut
Exploration Icon round 2, D: Rings on a hairline, blue tile, the small cut

A new icon, round 3: three rings and a dot at three thinner weights, October 11, 2026 (not in use)

Icon round 3, A: three rings and a dot, a little thinner, on white
Exploration Icon round 3, A: three rings and a dot, a little thinner, on white
Icon round 3, A: three rings and a dot, a little thinner, on white, the small cut
Exploration Icon round 3, A: three rings and a dot, a little thinner, on white, the small cut
Icon round 3, A: three rings and a dot, a little thinner, on navy
Exploration Icon round 3, A: three rings and a dot, a little thinner, on navy
Icon round 3, A: three rings and a dot, a little thinner, on navy, the small cut
Exploration Icon round 3, A: three rings and a dot, a little thinner, on navy, the small cut
Icon round 3, A: three rings and a dot, a little thinner, blue tile
Exploration Icon round 3, A: three rings and a dot, a little thinner, blue tile
Icon round 3, A: three rings and a dot, a little thinner, blue tile, the small cut
Exploration Icon round 3, A: three rings and a dot, a little thinner, blue tile, the small cut
Icon round 3, B: three rings and a dot, thinner, on white
Exploration Icon round 3, B: three rings and a dot, thinner, on white
Icon round 3, B: three rings and a dot, thinner, on white, the small cut
Exploration Icon round 3, B: three rings and a dot, thinner, on white, the small cut
Icon round 3, B: three rings and a dot, thinner, on navy
Exploration Icon round 3, B: three rings and a dot, thinner, on navy
Icon round 3, B: three rings and a dot, thinner, on navy, the small cut
Exploration Icon round 3, B: three rings and a dot, thinner, on navy, the small cut
Icon round 3, B: three rings and a dot, thinner, blue tile
Exploration Icon round 3, B: three rings and a dot, thinner, blue tile
Icon round 3, B: three rings and a dot, thinner, blue tile, the small cut
Exploration Icon round 3, B: three rings and a dot, thinner, blue tile, the small cut
Icon round 3, C: three rings and a dot, thinnest, on white
Exploration Icon round 3, C: three rings and a dot, thinnest, on white
Icon round 3, C: three rings and a dot, thinnest, on white, the small cut
Exploration Icon round 3, C: three rings and a dot, thinnest, on white, the small cut
Icon round 3, C: three rings and a dot, thinnest, on navy
Exploration Icon round 3, C: three rings and a dot, thinnest, on navy
Icon round 3, C: three rings and a dot, thinnest, on navy, the small cut
Exploration Icon round 3, C: three rings and a dot, thinnest, on navy, the small cut
Icon round 3, C: three rings and a dot, thinnest, blue tile
Exploration Icon round 3, C: three rings and a dot, thinnest, blue tile
Icon round 3, C: three rings and a dot, thinnest, blue tile, the small cut
Exploration Icon round 3, C: three rings and a dot, thinnest, blue tile, the small cut

A new icon, round 4: the rings, the h, and the marketing funnel on its side, October 11, 2026 (not in use)

Icon round 4, A: three rings and a dot, a little thinner, on white
Exploration Icon round 4, A: three rings and a dot, a little thinner, on white
Icon round 4, A: three rings and a dot, a little thinner, on white, the small cut
Exploration Icon round 4, A: three rings and a dot, a little thinner, on white, the small cut
Icon round 4, A: three rings and a dot, a little thinner, on navy
Exploration Icon round 4, A: three rings and a dot, a little thinner, on navy
Icon round 4, A: three rings and a dot, a little thinner, on navy, the small cut
Exploration Icon round 4, A: three rings and a dot, a little thinner, on navy, the small cut
Icon round 4, A: three rings and a dot, a little thinner, blue tile
Exploration Icon round 4, A: three rings and a dot, a little thinner, blue tile
Icon round 4, A: three rings and a dot, a little thinner, blue tile, the small cut
Exploration Icon round 4, A: three rings and a dot, a little thinner, blue tile, the small cut
Icon round 4, B: the h in the crisp line, on white
Exploration Icon round 4, B: the h in the crisp line, on white
Icon round 4, B: the h in the crisp line, on white, the small cut
Exploration Icon round 4, B: the h in the crisp line, on white, the small cut
Icon round 4, B: the h in the crisp line, on navy
Exploration Icon round 4, B: the h in the crisp line, on navy
Icon round 4, B: the h in the crisp line, on navy, the small cut
Exploration Icon round 4, B: the h in the crisp line, on navy, the small cut
Icon round 4, B: the h in the crisp line, blue tile
Exploration Icon round 4, B: the h in the crisp line, blue tile
Icon round 4, B: the h in the crisp line, blue tile, the small cut
Exploration Icon round 4, B: the h in the crisp line, blue tile, the small cut
Icon round 4, C: the funnel on its side, on white
Exploration Icon round 4, C: the funnel on its side, on white
Icon round 4, C: the funnel on its side, on white, the small cut
Exploration Icon round 4, C: the funnel on its side, on white, the small cut
Icon round 4, C: the funnel on its side, on navy
Exploration Icon round 4, C: the funnel on its side, on navy
Icon round 4, C: the funnel on its side, on navy, the small cut
Exploration Icon round 4, C: the funnel on its side, on navy, the small cut
Icon round 4, C: the funnel on its side, blue tile
Exploration Icon round 4, C: the funnel on its side, blue tile
Icon round 4, C: the funnel on its side, blue tile, the small cut
Exploration Icon round 4, C: the funnel on its side, blue tile, the small cut
Icon round 4, D: the funnel with its rings, on white
Exploration Icon round 4, D: the funnel with its rings, on white
Icon round 4, D: the funnel with its rings, on white, the small cut
Exploration Icon round 4, D: the funnel with its rings, on white, the small cut
Icon round 4, D: the funnel with its rings, on navy
Exploration Icon round 4, D: the funnel with its rings, on navy
Icon round 4, D: the funnel with its rings, on navy, the small cut
Exploration Icon round 4, D: the funnel with its rings, on navy, the small cut
Icon round 4, D: the funnel with its rings, blue tile
Exploration Icon round 4, D: the funnel with its rings, blue tile
Icon round 4, D: the funnel with its rings, blue tile, the small cut
Exploration Icon round 4, D: the funnel with its rings, blue tile, the small cut

A new icon, round 5: three rings and a dot, sized, with four wordmarks, October 11, 2026 (the mark was chosen here)

Icon round 5: three rings and a dot, sized and balanced, on white
Exploration Icon round 5: three rings and a dot, sized and balanced, on white
Icon round 5: three rings and a dot, sized and balanced, on white, the small cut
Exploration Icon round 5: three rings and a dot, sized and balanced, on white, the small cut
Icon round 5: three rings and a dot, sized and balanced, on navy
Exploration Icon round 5: three rings and a dot, sized and balanced, on navy
Icon round 5: three rings and a dot, sized and balanced, on navy, the small cut
Exploration Icon round 5: three rings and a dot, sized and balanced, on navy, the small cut
Icon round 5: three rings and a dot, sized and balanced, blue tile
Exploration Icon round 5: three rings and a dot, sized and balanced, blue tile
Icon round 5: three rings and a dot, sized and balanced, blue tile, the small cut
Exploration Icon round 5: three rings and a dot, sized and balanced, blue tile, the small cut
Icon round 5: how the mark is built. Each ring is 0.62 of the one before it, the spaces are equal
Exploration Icon round 5: how the mark is built. Each ring is 0.62 of the one before it, the spaces are equal
Icon round 5: the mark beside four wordmarks (Inter Bold, IBM Plex Sans SemiBold, IBM Plex Sans Light, IBM Plex Mono Light)
Exploration Icon round 5: the mark beside four wordmarks (Inter Bold, IBM Plex Sans SemiBold, IBM Plex Sans Light, IBM Plex Mono Light)

The logo, round 6: the word helix in blue, at three weights of the mark, October 11, 2026 (not in use)

Logo round 6, A: the word helix in the blue of the rings, thin rings, on white
Exploration Logo round 6, A: the word helix in the blue of the rings, thin rings, on white
Logo round 6, A: the word helix in the blue of the rings, thin rings, on dark
Exploration Logo round 6, A: the word helix in the blue of the rings, thin rings, on dark
Logo round 6, B: the word helix in the blue of the rings, medium rings, on white
Exploration Logo round 6, B: the word helix in the blue of the rings, medium rings, on white
Logo round 6, B: the word helix in the blue of the rings, medium rings, on dark
Exploration Logo round 6, B: the word helix in the blue of the rings, medium rings, on dark
Logo round 6, C: the word helix in the blue of the rings, heavy rings, on white
Exploration Logo round 6, C: the word helix in the blue of the rings, heavy rings, on white
Logo round 6, C: the word helix in the blue of the rings, heavy rings, on dark
Exploration Logo round 6, C: the word helix in the blue of the rings, heavy rings, on dark

The logo, round 7: the mark made larger and the whole logo measured from the letter stroke, October 11, 2026 (not in use)

Logo round 7: how the logo is built. One unit, the letter stroke, sets the height, the spaces and the distance to the word
Exploration Logo round 7: how the logo is built. One unit, the letter stroke, sets the height, the spaces and the distance to the word
Logo round 7: the mark made larger, thin rings, on white
Exploration Logo round 7: the mark made larger, thin rings, on white
Logo round 7: the mark made larger, thin rings, on dark
Exploration Logo round 7: the mark made larger, thin rings, on dark
Logo round 7: the mark made larger, medium rings, on white
Exploration Logo round 7: the mark made larger, medium rings, on white
Logo round 7: the mark made larger, medium rings, on dark
Exploration Logo round 7: the mark made larger, medium rings, on dark

The logo, round 8: five ways to draw the word helix, October 11, 2026 (not in use)

Logo round 8, A: helix in solid blue, on white
Exploration Logo round 8, A: helix in solid blue, on white
Logo round 8, A: helix in solid blue, on dark
Exploration Logo round 8, A: helix in solid blue, on dark
Logo round 8, B: helix outlined, on white
Exploration Logo round 8, B: helix outlined, on white
Logo round 8, B: helix outlined, on dark
Exploration Logo round 8, B: helix outlined, on dark
Logo round 8, C: only the x outlined, on white
Exploration Logo round 8, C: only the x outlined, on white
Logo round 8, C: only the x outlined, on dark
Exploration Logo round 8, C: only the x outlined, on dark
Logo round 8, D: the dot on the i in the dark ink of the customer dot, on white
Exploration Logo round 8, D: the dot on the i in the dark ink of the customer dot, on white
Logo round 8, D: the dot on the i in the dark ink of the customer dot, on dark
Exploration Logo round 8, D: the dot on the i in the dark ink of the customer dot, on dark
Logo round 8, E: the dot on the i drawn as a ring, on white
Exploration Logo round 8, E: the dot on the i drawn as a ring, on white
Logo round 8, E: the dot on the i drawn as a ring, on dark
Exploration Logo round 8, E: the dot on the i drawn as a ring, on dark

The social picture: four color options, October 11, 2026

The social picture, option A: blue, everything white (used on the social accounts and the tab icon for a few hours on October 11, 2026, then replaced)
Exploration The social picture, option A: blue, everything white (used on the social accounts and the tab icon for a few hours on October 11, 2026, then replaced)
The social picture, option B: blue with a dark dot
Exploration The social picture, option B: blue with a dark dot
The social picture, option C: white ground, blue rings, dark dot (the one chosen)
Exploration The social picture, option C: white ground, blue rings, dark dot (the one chosen)
The social picture, option D: dark ground
Exploration The social picture, option D: dark ground

Logo v8: the logo and icon now in use, since October 11, 2026

Why this logo. It is the model, drawn as small as it will go.

  • The three rings are the three conditions the Marketing Helix is built on: trust, relevance and timing.
  • The dot is the customer.
  • Together they are the funnel. Read left to right, the rings step down the way a marketing funnel narrows. The funnel is never drawn, and it is there.
  • It is horizontal, and that is the key. The Marketing Helix is taught left to right, with the funnel on its side and the customer moving through it. The logo runs in the same direction as the model it stands for.
  • The customer is past the funnel. The dot sits beyond the last ring, still moving. A funnel ends at the purchase. The customer does not.
  • In the name: the word helix is in the blue of the rings, and the dot on its i is in the dark ink of the customer dot. The customer, inside the helix.

The logo it replaced showed two orbits around a dot. It did not show a funnel, a customer or a direction. Chosen by Mike Millett on October 11, 2026, after eight rounds, every one of which is kept below.

Logo v8, the logo now in use
Current Logo v8, the logo now in use
Logo v8, for dark grounds
Current Logo v8, for dark grounds
Logo v8, stacked
Current Logo v8, stacked
Logo v8, with the tagline
Current Logo v8, with the tagline
Logo v8, the mark alone
Current Logo v8, the mark alone
Logo v8, the small cut on a dark tile
Current Logo v8, the small cut on a dark tile
Logo v8, the browser tab icon: the logo colors, the dot dark
Current Logo v8, the browser tab icon: the logo colors, the dot dark

The first rollout of October 11, 2026, replaced the same day by Logo v7

First rollout, October 11, 2026: three rings and a dot with the word helix still in the dark ink, and a smaller mark
Superseded First rollout, October 11, 2026: three rings and a dot with the word helix still in the dark ink, and a smaller mark
First rollout, for dark grounds
Superseded First rollout, for dark grounds
First rollout, stacked
Superseded First rollout, stacked
First rollout, with the tagline
Superseded First rollout, with the tagline

The logo and icon used until October 11, 2026

The logo used until October 11, 2026
Superseded The logo used until October 11, 2026
The logo used until October 11, 2026, for dark grounds
Superseded The logo used until October 11, 2026, for dark grounds
The stacked logo used until October 11, 2026
Superseded The stacked logo used until October 11, 2026
The icon used until October 11, 2026: two orbits around a blue dot
Superseded The icon used until October 11, 2026: two orbits around a blue dot
The dark icon tile used until October 11, 2026
Superseded The dark icon tile used until October 11, 2026
The logo with its tagline, as used until October 11, 2026
Superseded The logo with its tagline, as used until October 11, 2026
The browser tab icon used until October 11, 2026: a ring around a dot on blue to violet
Superseded The browser tab icon used until October 11, 2026: a ring around a dot on blue to violet
The header logo used until October 11, 2026
Superseded The header logo used until October 11, 2026

3. Drawings taken off a page

Each of these stood on a live page and was replaced on October 10, 2026. The caption it carried is shown with it.

Context Field
Superseded Context Field, from /forces/relevance.html.
Relevance is the overlap between the customer's current context and the message's scope of applicability. Each ring represents a different layer of contextual fit. The center is where all fields intersect simultaneously. A message achieves relevance only when it lands within that innermost overlap.
The Traditional Funnel
Superseded The Traditional Funnel, from /helix-vs-funnel/.
The funnel assumes customers enter at the top and fall through stages: awareness, consideration, decision, purchase. Each stage filters out more. The model is linear, sequential, and controlled by the marketer. Most customers never reach the bottom.
The Gravity Well
Superseded The Gravity Well, from /marketing-helix-diagrams.html.
Orbital rings contracting toward a central decision point. Each ring represents a closer proximity to the decision. The customer moves inward, not downward: the gravity is structural, not forced. A particle trail shows the path of inward motion as trust accumulates and alignment deepens.
Two pictures of the same purchase
Superseded Two pictures of the same purchase, from /model/buying-journey.html.
Above, the tidy sequence a stage model draws. Below, the path the same customer actually took: doubling back, pausing, re-entering. Both describe one purchase. Only one of them was available before it happened.
Three clocks, one moment
Superseded Three clocks, one moment, from /model/decision-making.html.
Trust climbing steadily, relevance moving with the customer's problem, timing flat until a readiness trigger. The dashed line is the threshold. The decision happens where all three cross it, not where any one of them did.
The Marketing Helix
Superseded The Marketing Helix, from marketingob1.com/ (The Marketing Helix section), on a dark background.
No caption. Its description read: Diagram of the Marketing Helix: a customer path that loops and tightens as trust, relevance, and timing align, with outside conditions pulling the path in other directions
The funnel.
Superseded The funnel., from mikemillett.com/ideas/marketing-helix/.
Alt text: The old marketing funnel: a narrowing cone the company designs
The Helix.
Superseded The Helix., from mikemillett.com/ideas/marketing-helix/.
Alt text: The Marketing Helix complete model: a customer path in motion

4. The original set, all 26

The first diagram library, as drawn. No labels inside the drawings.

Orbit arcs, from the original diagram set
Archived 01. Orbit arcs
Convergence field, from the original diagram set
Archived 02. Convergence field
Signal field, from the original diagram set
Archived 03. Signal field
Tilted ring stack, from the original diagram set
Archived 04. Tilted ring stack
Helix uncoiling, from the original diagram set
Archived 05. Helix uncoiling
Customer in motion, from the original diagram set
Archived 06. Customer in motion
The old marketing funnel, from the original diagram set
Archived 07. The old marketing funnel
The marketing helix complete model, from the original diagram set
Archived 08. The marketing helix complete model
Push vs pull, from the original diagram set
Archived 09. Push vs pull
Trust compounding, from the original diagram set
Archived 10. Trust compounding
Readiness window, from the original diagram set
Archived 11. Readiness window
Non linear entry, from the original diagram set
Archived 12. Non linear entry
Three forces aligning, from the original diagram set
Archived 13. Three forces aligning
Advocacy loop, from the original diagram set
Archived 14. Advocacy loop
Orbit tightening, from the original diagram set
Archived 15. Orbit tightening
Timing mismatch, from the original diagram set
Archived 16. Timing mismatch
Trust decay, from the original diagram set
Archived 17. Trust decay
Signal interference, from the original diagram set
Archived 18. Signal interference
The three forces, from the original diagram set
Archived 19. The three forces
Scattered vs focused, from the original diagram set
Archived 20. Scattered vs focused
Alignment moment, from the original diagram set
Archived 21. Alignment moment
Market in motion, from the original diagram set
Archived 22. Market in motion
Decision gravity, from the original diagram set
Archived 23. Decision gravity
Momentum trail, from the original diagram set
Archived 24. Momentum trail
Context field, from the original diagram set
Archived 25. Context field
Gravity well, from the original diagram set
Archived 26. Gravity well

5. The labeled download set, all 28

The original set as it was later exported for download, with labels, and two early orbit sketches. These were the files behind the old download buttons. They were moved here on October 10, 2026.

Orbit arcs, from the labeled download set
Archived Orbit arcs
Convergence field, from the labeled download set
Archived Convergence field
Signal field, from the labeled download set
Archived Signal field
Tilted ring stack, from the labeled download set
Archived Tilted ring stack
Helix uncoiling, from the labeled download set
Archived Helix uncoiling
Customer in motion, from the labeled download set
Archived Customer in motion
The old marketing funnel, from the labeled download set
Archived The old marketing funnel
The marketing helix complete model, from the labeled download set
Archived The marketing helix complete model
Push vs pull, from the labeled download set
Archived Push vs pull
Trust compounding, from the labeled download set
Archived Trust compounding
Readiness window, from the labeled download set
Archived Readiness window
Non linear entry, from the labeled download set
Archived Non linear entry
Three forces aligning, from the labeled download set
Archived Three forces aligning
Advocacy loop, from the labeled download set
Archived Advocacy loop
Orbit tightening, from the labeled download set
Archived Orbit tightening
Timing mismatch, from the labeled download set
Archived Timing mismatch
Trust decay, from the labeled download set
Archived Trust decay
Signal interference, from the labeled download set
Archived Signal interference
The three forces, from the labeled download set
Archived The three forces
Scattered vs focused, from the labeled download set
Archived Scattered vs focused
Alignment moment, from the labeled download set
Archived Alignment moment
Market in motion, from the labeled download set
Archived Market in motion
Decision gravity, from the labeled download set
Archived Decision gravity
Momentum trail, from the labeled download set
Archived Momentum trail
Context field, from the labeled download set
Archived Context field
Gravity well, from the labeled download set
Archived Gravity well
Helix orbit alignment, from the labeled download set
Archived Helix orbit alignment
Helix orbit source, from the labeled download set
Archived Helix orbit source

What is not here

Sketches that were redrawn within the same hour and never published were not saved as files. Everything that reached a page, and every drawing that was shown for review, is above.

Related Reading

Customer-to-Review Rate (CRR) → Customer-to-Referral Rate (CFR) → The Post-Purchase Helix → Glossary →

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