Do the lines run in order?

Yes. Awareness comes first, then Engagement, then Trust.

A play is a repeatable way of doing one thing inside a line. A playbook says how to do it, and a decision says what we chose.

Where do the plays come from?

Existing playbooks become plays in the right factory and line, and each keeps its old address with a redirect.

Three lines move people from first hearing of us to trusting us

Awareness, Engagement and Trust. Execution is where the work happens, and each line has a workflow that can be repeated and measured.

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Why execution comes third

Execution is where the work happens, in order. The lines are the stages the work passes through. Each line has a workflow, so the work can be repeated and measured.

How the lines fit together

Awareness, Engagement and Trust, in that order. Awareness brings new people in, Engagement gives them a reason to keep reading, and Trust makes them believe us.

1. Awareness

Awareness is how new people first hear of us. Its work is to be found and remembered by people who are not buying yet.

2. Engagement

Engagement is what people do once they have seen us. They read on, reply and come back.

3. Trust

Trust is why people believe us. Its work is to show how things work, where our limits are, and who should choose something else.

Plays

A play is a repeatable way of doing one thing inside a line. The plays of each Brand line are added as the existing playbooks become plays.

Questions

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