That said, the process is anything but a linear progression from Gear 1 to Gear 4. Here’s what happens instead: Engagement comes first. Can you create a digital (or digitally mediated) experience that is sufficiently compelling and differentiated that end users will want to repeat it, hopefully many times over? Such repetition establishes a pattern of consumption, the first key underpinning of a mass market. You have found at least a few dogs who will eat the dog food and like it.
