The framework is a set of five tools, and behind those tools are five fundamental questions about your business. They are: Who is my customer, what are they buying, and why? How do I create value and ultimately revenue? What do I do now and next?

The DoC model focuses on the ‘Before,’ which is your reader’s current state, and the ‘After,’ which is where they’ll be by implementing and consuming your content. You compare the readers’ ‘Before’ and ‘After’ against three components: 1. What are your readers going through? 2. What do your readers feel? 3. What thoughts run through their minds?

Common belief. What others tend to think or do Happen. What the consequence is as a result Impact. What the direct effect is on your segment Proof. Why others should believe you (logic, personal anecdotes, stories, stats . . .) Solution. What should be done instead