The creative brief

OFFER      What exactly, at what price, on what terms:
ANGLE      Why this person cares, in a customer's words:
           Source of the words (review, ticket, comment):
AUDIENCE   Who, and what they already know:
           [ ] unaware of the problem   [ ] know the problem
           [ ] know the kinds of fix    [ ] know us, not convinced
           [ ] ready to buy
FORMAT     How it shows up in the feed:
TESTING    Which ONE of offer / angle / audience / format changes:
JUDGED ON  New-customer cost after __ days, not clicks
NAME       offer_angle_audience_format_date

The test card

BECAUSE WE SAW     the observation:
WE BELIEVE THAT    the change, for whom:
WILL MOVE          one metric:
BY AT LEAST        smallest change that would make us act:
MEASURED OVER      duration and group sizes, fixed before launch:
HOLDOUT            yes / no, and how chosen:
RESULT             (after)
WHAT CHANGED       (after) what we now do differently

The flow inventory

FLOW | STATUS (live/draft/off) | TRIGGER | EXCLUSIONS | MESSAGES
     | SMS STEPS | REVENUE PER RECIPIENT, 90 DAYS | HOLDOUT | LAST CHECKED

The monthly report

1. The four numbers: this month, last month, same month last year. Why.
2. Cohorts: customers won in the last 3 months vs the same months last year,
   at 30 and 90 days.
3. Owned channels: the nine health numbers, with status.
4. Tests: what finished, what it taught, what's next.
5. Changelog highlights, and what we'll change next month.