Plays.
What to do when something happens.
A playbook teaches how to do a build well. A play says what to do next, starting from the Score. The playbook is for the person doing the craft; the play is for the person running the account. Every play ends with a re-read.
PlaysWhat to do when something happens. Starts from the Score.
PlaybooksHow to do a build well. The Selectability Playbooks v2.0.
How-tosWhich buttons to press. One task, done in the product.
Which rung is broken?
Pick the lowest rung the Score says is losing points. That’s the play.
The Entity FixAI gets basic facts wrong about the brand, or mixes it up with someone else.Write the entity fact sheet: the full name and what makes it unique, who it’s not to be confused with, one entity line, who it’s for, the offer, the way out.Run the play →The RescueA client’s Score drops, or Client health flags drift.Read the moments that moved and the rung where each broke.Run the play →
All eleven plays.
New businessThe Prospect ReadYou want a meeting with a business you don’t work for yet.KnownThe Entity FixAI gets basic facts wrong about the brand, or mixes it up with someone else.AnsweredThe Answer BuildThe brand is named, but the buyer’s question isn’t answered anywhere it controls.BelievedThe Proof DriveThere’s no proof behind the claims, or something wrong is being said.PreferredThe Rival GapOne named rival keeps winning the comparison.BoughtThe Close FixThe brand gets picked, but enquiries and proposals don’t convert.KeptThe Kept LoopCustomers leave quietly, or never say anything where buyers and AI can read it.FoundThe Launch ReadA new site, product or campaign is about to launch.KeptThe Renewal ReceiptA client’s renewal is 60 days out.KnownThe RescueA client’s Score drops, or Client health flags drift.PreferredThe Category ClaimYou want to be the agency a vertical thinks of first.