Term 01Selection moment
One buyer type at one stage. Six buyer types across seven stages make 42 moments where you're chosen or cut.
Seven stages, seven ways to get cut →Term 02The sceptic
The buyer looking for a reason to say no. Often the one who decides, and the one most brands never write for.
Write for the sceptic →Term 03Variation
Making several genuinely different answers to one moment. Different messages, proof or offers, never just one polished guess.
How the loop works →Term 04Selection
Letting real buyers choose between those variations, then keeping the winner and saying why the rest were cut.
How the loop works →Term 05Generation
One turn of the loop: measure, vary, select, inherit. Usually a month. Each one starts from what the last one proved.
One Generation, start to finish →Term 06The Orchid Test
Five questions that show whether you're an orchid, made for exactly one buyer and moment, or a weed that could grow anywhere.
Read the note →Term 07Market of one
A niche so clearly yours that, for the right buyer, you're the only sensible pick.
Read the note →Term 08"Do nothing"
The rival in every deal. The buyer keeps what they have, delays, or solves it in-house.
Read the note →Term 09Prediction
A written guess about what a change will move and by when, made before we look. Hits and misses both get published.
Why we write them down →Term 10Hero adaptation
The website: the one change that touches more of the 42 moments than any other.
Read the note →