Positioning, audience and budget – the decisions that belong settled before any choice of tools.
A realistic course month by month — with the dip in month two, the three points where most people stop, and the signs that it is holding.
Why most editorial plans get abandoned after six weeks, which five columns are enough, and what a plan looks like that keeps running through interruptions.
Why most positioning statements never get repeated, which three parts a workable sentence has, and how to develop it over four rounds.
Why industry and size do not make an audience, which five characteristics actually separate, and how to get there in one afternoon.
Why choosing the tool is the smallest decision, which four skills actually have to be taught, and what an introduction over twelve weeks looks like.
Ten derived formats from one thorough article — with the difference between reusing and merely splitting up, and a process that runs in two hours.
Why a percentage of revenue misleads, which three quantities actually determine the amount, and how to split the budget across the four items.
Why lists of adjectives do not work, which six sections a usable style document has, and how a language model can actually use it.
What both routes actually cost — including the items that appear in no quote: onboarding, coordination and knowledge loss.
Structure, linking and order of a topic cluster — worked through on a real example, with the question of when it pays off and how to tell it is holding.
The difference between more text and more effect: a five-stage production process and the three warning signs of dilution.
A concrete plan for founders and small firms: what to do in weeks 1 to 12, what is deliberately left out, and how to tell it is working.
The order of adoption decides whether the rest works: which building block comes first, and which four to leave out at the start.
