Small enough to stay close. Broad enough to finish.
01 Start with the real problem. No favorite channel. No tool looking for an excuse. We begin with the job the business needs done.
02 Build the smallest useful system. Get it into the world, watch what happens, and improve the parts that earn the right to grow.
03 Stay accountable to the outcome. Plans end in campaigns, assets, workflows, inquiries, and operating systems — not presentation theater.
04 Compound what works.
Build. Operate. Compound.