decision-playbooklisted

# Decision Playbooks (CEO Bible Section I) When the founder faces a strategic decision, apply the corresponding playbook. --- ## 1. When to Double Down on a Segment Only when all three proofs converge: - **Pain proof:** same trigger/problem/workaround across multiple conversations - **Value proof:** this segment reaches TTFV faster and retention is better - **Repeatability proof:** recent wins look alike: same buyer, same objections, same onboarding **Actions:** Rewrite homepage/deck -> publish proof asset -> re-score PQL traffic -> pause non-core exploration for 4-6 weeks. --- ## 2. When to Change ICP Change when: - Problem is real, but no budget or owner at the current buyer - Segment requires too much education - Activation is slow, retention is weak despite support - Another segment is clearly easier to message, close, and retain **Don't change** after one bad month. **Do change** when multiple types of evidence align. --- ## 3. When to Change Positioning Change when: - People use and stay in the product - BUT top-of-funnel response, call-to-next-step, demo resonance are weak - Objections sound like confusion, not rejection **Action:** Interview recent signups -> capture exact words -> draft new messaging -> test comprehension -> validate quantitatively. --- ## 4. When to Kill a Feature Kill/freeze when ALL of these are true: - Target-cohort usage is low - Doesn't improve activation, retention, win rate, or outcome attainment - Adds onboarding or roadmap c