Turn your operating system into a competitive edge. Package 3–5 contrarian rules, with real examples, into a bingeable page - so buyers understand how you work and why it delivers outsized outcomes.
Who it’s for
Founders & executives articulating method, not just product
Product Marketing & Comms shaping category narrative
Enterprise AEs selling to senior champions and cross-functional committees
Why it matters
Being different is only an advantage if buyers understand how. A distinctive operating system turns prospects into believers and helps champions sell internally.
How it works (TOF → MOF → BOF)
TOF (Contrarian clips):
Publish 45–90s clips on 3–5 contrarian rules (e.g., “No vanity metrics,” “Ship insight, not just features,” “Governance by default,” “Two clicks to value”). Post on LinkedIn/X/Shorts; each clip links to the Playbook page.
MOF (On-site “Playbook” page):
A Replay page that includes:
Chapters per rule with a plain-English definition and real example
Linked product pages showing where the rule lives in the product/process
Transcript + searchable timeline for exec scanning
Artifacts: diagrams/templates, benchmark snapshots, do/don’t checklist
BOF (From belief to application):
Primary CTAs: “Apply this playbook to your team” (guided worksheet or workshop) · “Book a fit check.”
Secondary: “Download the playbook PDF” · “See it on your data.”
KPIs: Direct traffic to Playbook · Meetings with senior champions · Deal velocity · Workshop sign-ups
Automation tips: Viewed 2+ rules and opened an example → auto-invite to a workshop with worksheet attached; repeat exec-domain views → AE alert with the rules watched; playbook PDF download → send a tailored checklist + calendar link.