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Published May 8, 2026

Use the SOON Funnel in your Next Tough Conversation

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Written by Schuyler Williamson

Use the SOON Funnel in your Next Tough Conversation header image.

Most growth conversations fail because they skip structure and preparation.

People jump straight to solutions before agreeing on success or naming obstacles.

I’ve recently learned the SOON Funnel from The Strategic Customer Success Manager by Chad Horenfeldt, and it’s one of the simplest coaching models I’ve seen. SOON stands for:
- Success
- Obstacles
- Options
- Next steps

Start with success. What does winning actually look like?

Name the obstacles. Time, budget, resources, buy in. Most progress stalls here.

Explore options. Challenge assumptions. Offer a few clear paths.

Finish with next steps. Who owns what and by when.

This framework slows conversations down just enough to move them forward.

Challenge: Use the SOON Funnel in your next tough conversation and see what changes.

Stay steady.

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