The Shelf · Mark Alexander
All chapters
The Shelf
Vocabulary
One paragraph each. Quote them.
One Lead Job
The Five Levers
The Impossible Brief
Breakers
Builders
Loaders
Harvesters
Keepers
The New Gatekeepers
The Scoreboard
Score an idea with Trudy Lite
Free and anonymous. Trudy reads your promotion against the Five Levers and names the move.
Book a promotion pressure-test
A fixed-price Kill Sheet review by Trevor Services before you commit the budget.