Sixty-five instruments. Each one names the decision it protects.
Built to force judgment rather than to collect information, and published with their limits stated on every page.
Pick by the decision you are facing, not by your job title.
The three most-used instruments are A1 Client Handover Pack, A2 Knowledge Transfer Protocol and A4 Decision Record. They share a data model and work best as a set: A1 captures the commercial reality, A2 deepens it into domain knowledge, and A4 defends every decision that follows.
Eighteen are published open, free to download and to use on client work. The remaining forty-seven are working instruments used inside the programme on live accounts. Both are built to the same standard. They differ in where they are distributed, not in how carefully they were made.
Showing all 65 templates.
Whether you have enough reality about this client to commit to anything at all.
Every role
What this client knows that you must extract before you are entitled to build anything.
Every role
Engagement Brief
What we agreed the work is, in terms specific enough to be wrong about.
Every role
Why this call was made, on what basis, and how you would know if it was the wrong one.
Every role
Scope and Goalpost Guard
When a request stops being a favour and becomes work that has to be priced.
Every role
Measurement Truth Sheet
What we can honestly claim marketing caused.
Every role
Reporting, and How to Deliver Bad News
How to report a decline without panic, spin, or the quiet loss of the client's trust.
Every role
Whether this deliverable has been verified by a person who would stake their name on it.
Every role
Offboarding and Continuity Pack
What the next owner of this account needs in order not to repeat the last year.
Every role
Source of Truth and Claim Boundary Sheet
Whether we are entitled to say this.
Content Creation
Pillar, Angle and Format Architecture
What we own as a subject, and what we decline to comment on.
Content Creation
Whether this piece contains anything that could only have come from us.
Content Creation
Content Brief for a Writer
Whether the person producing this has enough to do it well.
Content Creation
Editorial Calendar with Decay Logic
When each piece gets refreshed, consolidated or retired.
Content Creation
YouTube Channel Build Checklist
Whether this client should build a YouTube presence at all, and if so, what job it does.
Content Creation
Repurposing Matrix
Which formats this theme genuinely earns, and which would just be volume.
Content Creation
Content Performance Review
What to keep investing in, and what to stop.
Content Creation
Nurture and Lifecycle Sequence Planner
What this person needs next, and whether we have earned the right to send it.
Content Creation
Search, Answer and Assistant Visibility Audit
Where this brand is genuinely findable, across three surfaces that behave differently.
SEO
Query Portfolio and Intent Map
Which searches we invest in, and which we knowingly concede.
SEO
Zero-Click Value and Reporting Sheet
What we report, and what we say, when sessions fall but presence grows.
SEO
Entity and Structured Data Sheet
Whether this site is machine-identifiable, and where it currently is not.
SEO
Technical Triage, Ordered by Business Impact
Which technical issues are worth developer time this quarter.
SEO
Content and Search Fit Audit
What each existing page is for, and whether it still earns its place.
SEO
Authority and Digital PR Plan
What we could publish or do that another publication would want to reference.
SEO
Migration and Change Risk Checklist
Whether this change is safe to ship, and what we do in the first forty-eight hours if it is not.
SEO
India SERP and Local Feature Sheet
Which local surfaces are worth claiming, and which global assumptions do not hold here.
SEO
Offer and Audience Architecture Worksheet
Who we are trying to reach, and who we are actively trying not to.
Paid and Lead Generation
Channel Role and Budget Allocation Sheet
What each channel is for, and why the money is divided this way.
Paid and Lead Generation
Campaign Structure Rationale Sheet
Why this structure rather than the obvious alternative.
Paid and Lead Generation
Pre-Launch QA and Blast Radius Checklist
Whether this is safe to launch, and how much damage it can do before we catch it.
Paid and Lead Generation
Creative Testing Log
What we learned, and whether we are entitled to believe it.
Paid and Lead Generation
What actually caused this, before we change anything.
Paid and Lead Generation
What signal we are feeding the system, and what it is therefore going to bring us more of.
Paid and Lead Generation
Scaling Readiness Check
Whether to increase spend, and what would break first if we do.
Paid and Lead Generation
Platform Automation Constraint Sheet
What inputs and constraints we give the system, since those are now the levers we actually hold.
Paid and Lead Generation
Attribution and Incrementality Sanity Sheet
How much of this result would have happened anyway.
Paid and Lead Generation
Platform Posting Schedule Designer
What cadence this client can hold for a year without the quality collapsing.
Social Media Management
Platform Role Map
Which platforms earn a place, and what each is accountable for.
Social Media Management
Production Capacity Reality Sheet
Whether this plan is deliverable by the people who have to deliver it.
Social Media Management
Community Response Protocol
Whether this message gets a reply, from whom, and how fast.
Social Media Management
Crisis and Sensitive Moment Playbook
Whether this is a crisis, who owns it, and what the brand says in the first hour.
Social Media Management
Creator and Influencer Selection and Brief Sheet
Whether to work with this creator, and on what terms.
Social Media Management
User-Generated Content Rights and Consent Checklist
Whether we have the right to publish this, in this place, for this long.
Social Media Management
Social Performance Review
Whether this activity is worth its cost, judged against the job each platform was given.
Social Media Management
Channel Portfolio Allocation Sheet
How to divide a finite budget across channels that are not comparable.
Manager
Quarterly Plan on One Page
What this function commits to for the next three months.
Manager
Work Intake and Prioritisation Sheet
Whether this request enters the queue, and what leaves to make room.
Manager
Decision Rights Matrix
Who decides what, and at what threshold.
Manager
Stakeholder Reporting Pack
What leadership needs to know, believe and decide.
Manager
Vendor and Agency Evaluation Sheet
Whether to appoint this partner, and on what basis we would end it.
Manager
Post-Mortem, Non-Blame
What in the system allowed this, and what changes as a result.
Manager
Data and Consent Governance Register
Whether our data practice would survive being examined.
Manager
Marketing-to-Revenue Map
Which marketing activity we can connect to revenue, and where the connection is an article of faith.
CMO and Head of Digital
Marketing Operating Model Sheet
What stays inside, what goes outside, what the machine does, and who is accountable for each.
CMO and Head of Digital
Annual Marketing Thesis
What this function believes, and what it is prepared to be judged on.
CMO and Head of Digital
Investment Case and Budget Defence
What we are asking for, what it buys, and what happens if we do not get it.
CMO and Head of Digital
Measurement Governance Charter
Who is allowed to change the definition of a number, and how.
CMO and Head of Digital
Category Position Statement
What we are choosing to be best at, and what we are choosing to be adequate at.
CMO and Head of Digital
AI Governance and Marketing Policy
Where AI is permitted in this function, and who remains accountable for the output.
CMO and Head of Digital
Brand and Distinctive Asset Audit
Which of our assets are actually distinctive, and which we are simply repeating.
CMO and Head of Digital
Leadership and Board Narrative
What leadership should believe about marketing after this meeting.
CMO and Head of Digital
Marketing Maturity Self-Assessment
Which capability to build next, and which to stop apologising for.
CMO and Head of Digital
Nothing matches that. Try a different word, or reset the filters.
Not checklists.
A checklist tells you what to tick. These make you write down what you decided, what you traded away, and what would prove you wrong. Every one ends in a defensible output: something you could put in front of a client, a manager or an interviewer six months later and still stand behind.