Score the moments
Where buyers are lost today, and to whom.
The Selectability Score takes the map and asks, moment by moment, whether each of the seven stages holds: is the brand known, found, answered, believed, preferred, bought and kept, at this moment, for this chooser? It hears every moment where it happens: asked of machines, asked of people and places, and inside a deal.
Gate = square root of (Known × Found). Quality = a weighted average of Answered, Believed, Preferred and Bought. Moment = Gate × Quality ÷ 100. The Score is the weighted average of every moment, 0 to 100.
A check that wasn’t measured is shown as not measured, never guessed. Questions that name the brand don’t count towards Found. Every number carries a range.
Won, hidden, borrowed or empty, set by two measures: does the machine or the place pick the brand, and does its own site answer the buyer? Kestrel has 5 borrowed and 94 empty.
The total loss is split by stage, and the fixes are ranked by the points each should add. The weights are judgement, published and open to challenge.
Kestrel’s first Score
18, with a range of 12 to 27. Almost all of it comes from inside deals, where it wins about half its proposals. At the 99 moments outside a deal, it scores close to zero.
Kestrel is invented.
Where your craft is
The number is the easy part. The craft is the conversation it starts: telling a client that 18 isn’t a verdict on the firm, but a measure of how often buyers get the chance to choose a firm that, once they do, they usually like.
You should be, a little. 149 moments heard in three places, 101 questions on six engines three times a month, 114 searches and 40 places a quarter, 31 deals read moment by moment, a range on every number, and a ranked list rerun after every fix.