What's in
each tier.

The orientation document. Read first. Maps which of the eight pack documents to open at each of the six workshop phases. Includes the eight-document reference card with use-when and not-for guidance, the workshop phase mapping table that anchors the operational sequence, two reading paths for first-time versus experienced practitioners, practical operational notes covering print-versus-digital and cooling-off in calendar terms, and four quick-lookup scenario responses for the moments the engagement bends.

The institutional anchor of the pack. Part I sets out who the guide is for, the framework discipline, and the two failure modes of running the work badly. Part II walks the six workshop phases with per-element facilitator notes. Part III names twelve typical client scenarios and the diagnostic response for each. Part IV presents two anonymised worked examples — one of a 21/21 brand that trips the guardrails, one of an 11/21 brand that passes them cleanly. Part V is the resources index.

The pre-engagement screening document. Captures client identification, the client's stated brief, the four pre-flight conditions (founder presence, three-to-seven-year horizon, willingness to lose customers, category permits real Conflict), and seven named red-flag patterns. Ends with a go/no-go decision page enforcing a one-working-day cooling-off period between intake completion and decision communication.

The contract scaffold. Covers the parties, what is in scope, what is explicitly excluded, fee structure with a milestone payment schedule, the engagement timeline including non-shortenable cooling-off, client and strategist obligations, IP and confidentiality, five named termination scenarios, and liability disclaimers. Requires legal review in the strategist's jurisdiction before use with a client.

Consolidates four working worksheets the strategist uses during the workshop sessions. P1-01 Diagnostic Scorecard with the fifteen-plus honesty test. P3-01 Element Design Worksheet generating three options per element with named failure modes. P4-01 Coherence Matrix Worksheet with contested-junction capture. P5-01 Guardrail Review Checklist with mandatory three-working-day cooling-off enforcement.

The eight-question reference set with diagnostic intent and signal-recognition guidance for each question, selection criteria for choosing three to five respondents, a framing message template the founder sends with the form link, and a cross-respondent synthesis worksheet for capturing convergence, divergence, and surprise patterns once responses are in.

The polished client deliverable produced by the workshop sequence. Fillable PDF designed to be printed or completed digitally. Diagnostic scorecard, True Believer archetype across six fields, element design across all seven elements, coherence matrix, six-guardrail review with cooling-off enforcement, ninety-day implementation plan with explicit holds, honest notes, what to measure (and what not to), and client sign-off.

Two anonymised case walk-throughs included inside Part IV of the facilitator's guide. Subject A scores 21/21 on diagnostic and trips Guardrails 2, 3, and 5 — the worked example of a brand that scores high but should not be designed in the framework as-is. Subject B scores 11/21 and passes all six guardrails cleanly — the worked example of a brand the framework actually helps. Side-by-side commentary on what the two examples teach about different deployment contexts.

The framework applied end-to-end to a well-known brand as fair-use commentary. Diagnostic scorecard scored against publicly observable evidence. True Believer archetype constructed from public customer behaviour. Element design across all seven elements. Coherence matrix. Full six-guardrail review including the specific guardrails the brand trips. Ninety-day plan illustrating what corrective design would look like. Used by readers to see what a working application of the framework actually produces, including the strategist's reasoning at each step.