The Selectability Playbooks.
Eleven steps, fourteen builds, one worked example.
The how-to companion to Seen Isn’t Selected, in the order you’d do it: get the strategy right, find out where you stand, plan, then build and run each of the fourteen builds. Each page here teaches the craft, then opens the RocMode for Agencies tool that does it.
The journey.
Each step reads only the steps before it. Skip one, and each build invents its own version of the brand.
Fourteen builds, six categories.
Every way a buyer meets a brand sits in one of six categories, sorted by one question: who is speaking, and how did they reach the buyer? A channel earns its own build only if it has its own shape, its own craft, and moments it leads better than anything else.
Every one of Kestrel’s 149 moments has exactly one lead build. Tap a build to see where it leads.
Every build, the same seven steps.
From its footprint on the map to the Loop that tells you whether it worked. Then it runs through the Campaign Engine.
- The shapeTop-down: what buyers in this category expect to find.
- CoverageBottom-up: every moment in the build’s footprint, and what each one asks.
- Gaps, biases and jobsWhat’s answered today, what isn’t, and the bias at work in each gap.
- ReconcileEvery job gets a home in the shape. Jobs with no home become new work.
- The briefA brief for the whole, then a brief for every part, each with one job.
- The business checkRevenue, one reason, one truth, proof that’s real, the capacity to do it.
- The measuresEach piece judged by the stage it carries, never by reach alone.
Playbooks teach the craft. Plays say when to use it.
A play starts from the Score, points to the playbooks it needs, and ends with a re-read.