Whoever owns the first offer, a hire, a promotion or you, needs five things on day one.

1. A customer export with first-order datesEvery customer with their first-order date, first products, order count and lifetime spend. Not a dashboard; the rows.
2. The first-offer historyEvery first offer run in the last two years, with start and end dates, as best anyone remembers. Gaps are findings.
3. Real costs from financeProduct cost by item, pick and pack, shipping by zone, payment fees, return cost.
4. Authority over all five decisionsProduct, door, mechanic, promise and next step, signed off by one person, or the offer will be decided by whoever writes the next ad.
5. A holdout on every offerA random tenth of new visitors or customers who don’t see the change, written into the plan before launch.

Do this

• Ask three people tonight to write your first offer in one sentence. Compare the sentences in the morning.