Definition
A trigger event is a dated change at a company or in a person’s role, such as funding, a new executive, a launch, a migration or a first key hire, that may open a window to be relevant.
All trigger events are signals. Not all signals are trigger events. A comment can be fresh without being a change in the company. A round is a change whether or not anyone commented.
The failure mode is treating the trigger as the message. “Congrats on the round” names the event and says nothing else. The playbooks on this site require a consequence you can say out loud.
TWL stores the date and the URL so a workflow can expire the trigger. An event from last year is context, not a trigger.
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Questions people ask
How long is a trigger fresh?
It depends on the event. A launch is short. A leadership change can stay relevant for a quarter if the programme is still public. Put the expiry in the workflow rather than in a slogan.
Is a job post a trigger event?
Yes, while it is live. When it closes, the trigger is over. See the job-posting playbook.
Do trigger events replace ICP fit?
No. A trigger at the wrong company is a distraction. Read the ICP fit entry.
Which pages are trigger events?
Funding, leadership changes, product launches, new hires and job posts. Keyword posts are signals that are not always triggers.
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