In brief: See Think Do Care is Avinash Kaushik's framework, which distinguishes audiences by their stage of relationship to a purchase and subsequent care. It helps adapt both content and measurement to a person's situation.
How I use See Think Do Care (STDC) in practice
When a company discusses See Think Do Care (STDC), I bring the debate back to evidence. What do we know from conversations, sales, search queries, and real behaviour? What is only an assumption? The output should be a short set of connected choices, not a list of every possible activity. A good choice must be understandable even to people outside marketing.
What to watch out for
The most common mistake is confusing naming with a decision. A team adopts the correct term, but the offer, budget, and responsibility remain unchanged. Also beware of frameworks filled in from behind a desk: a precise-looking table is not evidence. If See Think Do Care (STDC) changes nothing in practice, it is only another layer of words.
Questions for the decision
- Which specific decision should the term make more precise?
- What supports our claim, and what is still only a hypothesis?
- What will we do differently because of this decision?
- Who owns the change, and when will we assess its impact?