The playbook glossary
The playbook uses a few familiar words more precisely than the rest of the internet. Each definition says what the term means here and where it first does useful work.
The terms
- Disqualifier
- Something that, if true, makes you stop pursuing a person or a segment. Written down before the conversation, or it isn't one. Chapters 2 and 3
- Evidence ladder
- Signals ranked by what they cost the person giving them. Praise at the bottom, money at the top. Anything below attention is atmosphere. Chapter 2, artifact 02.02
- First customer
- One specific, reachable person who has the problem and could start this month. Not the biggest prize; the nearest honest test. Chapter 2
- The nine-week no
- A refusal that arrives so slowly you keep building while you wait for it. The expensive mistake isn't choosing wrong; it's choosing slow. Chapter 2