Content
Prioritise narrow workflow proof, build logs and objections that can move an ICP contact toward a held call.
Outbound to held call
Build an ICP list, publish proof, run controlled outreach and trace held calls back to the touch that caused them.
Calendar
Week of 2026-11-23. Times are UTC; each channel's own posting windows are enforced at publish.
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Approved, no slot
Drag one onto the grid to schedule it. Approving never schedules, which is why these sit here.
Brand
What we did not build: a quoting teardown
Cadence coverage
A gap report rather than a blank grid: what each person is short of this week against the cadence on their profile.
Pillars and their spine
Each longform pillar and the per-person variants hanging off it, so coverage is visible rather than inferred.
What we did not build: a quoting teardown
Approved, not scheduled · Quoting workflow teardown · 2 of 2 people covered
Seeded example run: one pillar, two people, two distinct angles.
- Example Delivery Leadthe integration detail that decided the buildWaiting for you to approve
- Example Founderthe commercial case for narrowing scopePublished
Angles nobody took: how to find the two steps that matter, what the client expected to need and did not.
Angle bank
Angles stay attached to assets so held ICP calls can be traced back to the argument that produced them.
| Angle | Drafted | Published | Held, ICP fit | Voices |
|---|---|---|---|---|
| the commercial case for narrowing scope | 1 | 1 | 1 | Example Founder |
| the integration detail that decided the build | 1 | 0 | 0 | Example Delivery Lead |
| how to find the two steps that matter | 0 | 0 | 0 | — |
| what the client expected to need and did not | 0 | 0 | 0 | — |
New pillar
Longform, in the brand's voice rather than anyone's. Variants are written from this body and from each person's remit.
Campaigns
A hypothesis and the angles that test it.
Quoting workflow teardown
Operators who recognise their own quoting process in a teardown will book a call to talk about theirs.