Rundown Doctrine
Module 07 · Rundown Doctrine
The doctrines below define how Rundown makes decisions. They are operating standards—not aspirational values.
Overview
Every decision made at Rundown should reinforce a consistent way of thinking.
These doctrines exist to reduce ambiguity, improve decision-making and create consistency across the company.
If a future decision contradicts one of these doctrines, the decision should be challenged before implementation.
The Rundown Doctrines
RD-001 · Diagnose Before You Design
Never recommend a solution before understanding the business problem.
Deliverables follow diagnosis.
They never replace it.
RD-002 · Solve Constraints, Not Symptoms
Clients describe symptoms.
Rundown identifies the underlying business constraint before proposing a solution.
RD-003 · Strategy Gives Direction To Execution
Execution without strategic intent creates unnecessary work.
Every recommendation must support a clearly defined business objective.
RD-004 · Clarity Builds Trust
Businesses are easier to trust when they communicate clearly.
Every deliverable should reduce uncertainty.
RD-005 · Every Deliverable Must Have A Purpose
Nothing is added because "every website has one."
Every page.
Every section.
Every visual.
Every interaction.
Must support a business objective.
RD-006 · Simplicity Is A Competitive Advantage
Complex thinking should produce simple communication.
Never confuse complexity with sophistication.
RD-007 · Respect Our Boundaries
Rundown does not attempt to solve problems outside its expertise.
Honest recommendations create stronger long-term relationships than unrealistic promises.
RD-008 · Build Systems, Not One-Off Projects
Every engagement should improve the way Rundown works.
Knowledge gained from one project should strengthen future projects.
RD-009 · Evidence Over Assumptions
Decisions should be supported by research, observation or experience.
Assumptions should always be challenged before becoming standards.
RD-010 · Long-Term Trust Beats Short-Term Revenue
Decline work that compromises quality, positioning or integrity.
A poor-fit client costs more than a lost opportunity.
RD-011 · Teach Before You Sell
Every client interaction should leave the client with a better understanding of their own business.
Education builds confidence.
Confidence builds trust.
Rundown Standard
These doctrines are not optional.
They should influence:
- Discovery
- Sales
- Positioning
- Product Design
- Delivery
- Client Communication
- Internal Decision-Making
When uncertainty exists, return to these doctrines before making a decision.
In Practice
When faced with multiple possible decisions, ask:
Which option best reflects the Rundown Doctrine?
The correct decision is usually the one that remains consistent with these operating principles.
Operator Notes
Processes will evolve.
Services will evolve.
Technology will evolve.
These doctrines should remain stable unless compelling evidence suggests they no longer improve decision-making.
The Rundown Test
Before making a significant business decision, confirm:
If the answer to any question is No, pause and review the decision.
Related Modules
Supports every chapter of the Rundown Playbook.