Decision Register
Chapter 03 · Decision Register
Purpose: Record every strategic decision approved during Chapter 03. These decisions become permanent references for future chapters of the Rundown Playbook.
Decision Index
| ID | Decision | Status |
|---|---|---|
| P2-D01 | Define the market through business transition rather than industry. | Approved |
| P2-D02 | Segment ideal clients by business maturity rather than sector. | Approved |
| P2-D03 | Adopt Business Alignment as Rundown's internal strategic territory. | Approved |
| P2-D04 | Position Rundown through methodology rather than capability. | Approved |
| P2-D05 | Compete on judgement before execution. | Approved |
| P2-D06 | Define value through business outcomes and business assets rather than deliverables. | Approved |
| P2-D07 | Adopt a Hook System instead of relying on a single headline. | Approved |
| P2-D08 | Standardise all communication using the Rundown Messaging Framework. | Approved |
| P2-D09 | Adopt the Narrative Framework as the standard customer journey across all major touchpoints. | Approved |
Decision Details
P2-D01 · Market Definition
Decision
Rundown defines its market through business transition rather than industry classification.
Rationale
Businesses across different industries experience similar communication challenges when they reach comparable stages of growth.
Segmenting by transition allows Rundown to develop reusable products, messaging and sales systems.
Impacts
- Positioning
- Marketing
- Sales
- Product Strategy
P2-D02 · Ideal Client Profile
Decision
Ideal clients are identified by business maturity, strategic mindset and buying behaviour.
Rationale
Business maturity is a stronger predictor of demand than industry alone.
Impacts
- Lead Qualification
- Discovery
- Product Design
- Partnerships
P2-D03 · Strategic Territory
Decision
Business Alignment becomes Rundown's internal strategic territory.
Rationale
Every Rundown capability exists to reduce the gap between the business a company has become and how it is perceived externally.
Business Alignment guides internal decision-making and future expansion.
Impacts
- Product Roadmap
- Delivery
- Service Expansion
- Internal Vocabulary
P2-D04 · Category & Positioning
Decision
Rundown positions itself through methodology rather than capability.
Rationale
Capabilities change over time.
Methodology creates durable differentiation.
Impacts
- Website
- Sales
- Marketing
- Brand Positioning
P2-D05 · Strategic Difference
Decision
Rundown competes on judgement before execution.
Rationale
Strategic thinking creates more sustainable competitive advantage than creative production alone.
Impacts
- Sales
- Pricing
- Hiring
- Client Experience
P2-D06 · Value Proposition
Decision
Every deliverable is treated as a Business Asset that contributes towards measurable business outcomes.
Rationale
Clients invest in business improvement rather than creative deliverables.
Impacts
- Products
- Pricing
- Proposal Structure
- Delivery
P2-D07 · Hook System
Decision
Rundown adopts a reusable Hook System instead of relying on a single headline.
Rationale
Different communication channels require different hooks while maintaining consistent positioning.
Impacts
- Website
- Outreach
- Marketing
- Campaigns
P2-D08 · Messaging Framework
Decision
All communication follows the Rundown Messaging Framework.
Rationale
Consistent communication improves clarity, trust and strategic alignment across every channel.
Impacts
- Website
- Sales
- Content
- Client Communication
P2-D09 · Narrative Framework
Decision
Every major customer-facing experience follows the Rundown Narrative Framework.
Rationale
Prospects should experience a structured business conversation rather than a traditional sales presentation.
Impacts
- Website
- Sales Decks
- Proposals
- Discovery Workshops
- Client Onboarding
Change Management
Strategic decisions recorded in this register should not be modified casually.
Any future amendment must:
- Clearly identify the affected decision ID.
- Explain why the existing decision is no longer appropriate.
- Describe the proposed replacement.
- Document the expected impact on downstream chapters.
This process preserves consistency throughout the Playbook and prevents undocumented strategic drift.