Plan · ends in a plan the client signs
Scope work by moments, not deliverables
“Get named when owners compare” is a promise you can measure. “Four blog posts” isn’t.
The steps.
- List the moments the work is meant to win.
- For each, name the rung and the fix.
- Agree the baseline Score and the re-read date.
- Attach the deliverables to the moments they serve.
- Get it signed. It feeds every plan after it.
What good looks like
The client can read the plan as a list of moments.
The mistake people make
Promising a ranking. You promise the work and the measurement.