Everything worth copying, in one place.

Before you publish, answer these. Any "no" means rewrite.

1. Who is the person sharing this, and what does sharing it say about them?
2. What exact sentence would they type above it?
3. Is there one specific detail only an insider would know?
4. Does the post feed the next one, or does it die on arrival?
5. Could a competitor post the same thing? If yes, it isn't yours.

Fill this in. One sentence each, no adjectives.

Everyone in [category] assumes: ______________
We think that's wrong because: ______________
So we do this instead: ______________
Which means [buyer] finally gets: ______________
The people who won't like this: ______________

Test: read the last line out loud. If nobody would object, the wedge is too safe.

Run this on 5 posts that worked in your space this month.

Post / link:
The hook (first 8 words):
Who it makes feel seen:
The specific detail that made it credible:
The emotion (annoyed / proud / relieved / vindicated):
The format (list / story / before-after / screenshot):
Your version, same structure, your detail:

Write your loop as one sentence per step. If you can't, you don't have a loop yet.

Input:      a new [user / reader / signup] arrives from ______________
Action:     they do ______________ (takes them ___ minutes)
Output:     that produces ______________ that other people can see
Return:     which brings back ___ new people per ___ turns
Leak:       the step most people drop at is ______________

Fix the leak before you add traffic.

Time yourself doing your own onboarding with a stopwatch.

0:00  Landing page - what do they click?
____  Signup - how many fields?
____  First screen - is there anything to do, or is it empty?
____  First moment the product is obviously useful (the aha)
____  First thing they'd want to show someone

Target: aha under 5 minutes, and nothing between the link and the product except a name.
Every field you removed: ______________

One row per surface you actually maintain. Delete the ones nobody owns.

Surface        | Job it does        | What good looks like | Who owns it
LinkedIn page  |                    |                      |
Founder LI     |                    |                      |
Homepage       |                    |                      |
Email          |                    |                      |
Docs / changelog|                   |                      |

Rule: one job per surface. If two surfaces have the same job, kill one.

We sound like: ______________
We never sound like: ______________

Words we use: ______________
Words we ban: ______________

How we open: ______________
How we handle bad news: say what happened, what we're doing, when we'll update.

Before publishing, cut:
- every adjective doing no work
- every sentence you'd never say out loud
- the first paragraph (it's almost always throat-clearing)

Subject: [specific thing about them, 4 words max]

[First line: the thing you actually noticed. Not "I loved your post."]

[Second line: the problem that thing implies, in their words.]

[Third line: what you'd do about it, concretely, in one sentence.]

Worth 15 minutes? If not, no hard feelings - I'll stop here.

[Name]

Rules: under 90 words. No attachments. No "circling back". Always give the exit.

Hook: the job they're stuck on, in their words.
Wrong default: what most teams do instead, and why it feels safe.
The play: what you do instead, in one sentence.
The steps: 5 numbered, each one doable this week.
Steal this: the checklist, template or script, pasted in full.
Question: ask the one thing operators will argue about.

Then: reply to every comment with something useful, not "thanks!".

Keep this open. One line whenever something makes you stop scrolling.

Date | Who did it | The move, in one sentence | Why it worked | Our version
     |            |                           |               |

Review it every Friday. Ship one re-skinned version a week.

Run this before anything public. One "no" is enough to stop.

[ ] Would we send this to the sharpest person we know?
[ ] Does it say something, or does it only avoid saying something wrong?
[ ] Is there one specific, checkable detail in it?
[ ] Did anyone in the room disagree? (If nobody did, ask again in private.)
[ ] What's the honest worst read of this? Can we live with it?

Experiment | Impact 1-10 | Confidence 1-10 | Ease 1-10 | ICE | Owner | Ship by
           |             |                 |           |     |       |

ICE = (Impact + Confidence + Ease) / 3. Run the top three. Nothing else.

Friday review, 20 minutes:
- What shipped?
- What did it move? (one number)
- Keep, kill, or double?

The aha moment is: ______________  (must be free, always)
The graduation moment is: ______________  (this is the gate)

We meter on: ______________  (should rise with the value they get)
We do NOT meter on: seats, basic usage, or anything that stops them showing others.

A free user costs us about: ______________ per month
We treat that as: marketing spend, not cost of goods.

In-product, the user can always see: how much they've used, and what happens next.