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BLUE COLLAR BRANDING — COMPLETE PLAY & PLAYBOOK ARCHITECTURE v2
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SYSTEM: Blue Collar Branding Edition
JOB: Help home service company owners turn Blue Collar Branding's CARE framework into company-specific brand assets, team training materials, and marketing content they can deploy within 90 days
DATE: February 10, 2026
VERSION: 2.0
STATUS: Complete architectural specification (comprehensive, field-ready). 28 builder plays + 6 standalone plays = 34 plays total. 9 playbooks. 100% ella-ment coverage, 100% sub-job coverage, 100% milestone inclusion. Ready for invocation.

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==== EDITION SECTIONS (3) ====
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The Blue Collar Branding system organizes work into three sections:

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SECTION 1: START HERE (Weeks 0-4)
Purpose: Figure out who you are, who your customer is, and what you stand for. Build the foundation of clarity that everything else depends on.
Which playbooks belong here:
  - Brand Foundation Playbook (A1, A2, A3, A4, C1 builders)
  - Customer Understanding Playbook (B1 builder)
  - Strategic Clarity Playbook (C1, C3, C4, C5, D1 builders + team validation)
Key outcome: A1-A4, B1, C1, C3-C5, D1 ella-ments complete. Owner has clarity on identity, customer, and messaging.

---

SECTION 2: GROW (Weeks 2-10)
Purpose: Build the systems that make your brand real and visible — internally with your team and externally in the market. This is where strategy turns into action.
Which playbooks belong here:
  - Strategic Relevance Playbook (D7 builder + messaging, content planning)
  - Customer Alignment & Delivery Playbook (D3, D4, D5, D2, D9 builders + training deployment)
  - Customer Experience Differentiation Playbook (D4 expanded, D8 builder + training)
  - Marketing & Growth Playbook (D13, D14 builders + channel launch)
Key outcome: Team delivers consistently, brand is positioned in market, marketing is generating leads, review and referral systems active.

---

SECTION 3: IMPROVE (Weeks 1-12 and beyond)
Purpose: Keep it going and get better over time. Activate your team as brand ambassadors, execute your roadmap, and build the habits that make brand consistency sustainable.
Which playbooks belong here:
  - Team Activation & Brand Ambassador Playbook (D9 phased deployment, D11, D15 builders)
  - 90-Day Implementation Roadmap Playbook (D12 builder + phased execution plays)
Key outcome: Teams complete 12-week training. Brand audit cycle established. Roadmap executed; quarterly improvement planned.

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==== PLAY CATALOG (34 PLAYS TOTAL) ====
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SECTION 1: ELLA-MENT BUILDER PLAYS (28 plays)
These plays PRODUCE ella-ments that subsequent plays and playbooks depend on.

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1. PLAY: Company Positioning Builder
   Job: Surface and document company's true market positioning, core values, and competitive context
   Role: Strategy/Selection
   Steps: 3
   Context Required:
     - Ella-ments: None (foundational)
     - Frameworks: Home service industry knowledge
     - Previous Outputs: Company history, owner vision
   Output Type: A1 — Company Positioning & Market Context (complete schema)
   Voice: Field-Tested Advisor → Expert Coach → Analytical Strategist → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator in conversation with facilitator
   Audience: Owner/leadership team (initial), all stakeholders (final)
   Not-For Audiences: Customers (internal tool)
   Template Type: First Play
   Tags: strategy, positioning, foundation
   Keywords: company identity, values, market context, competitive position
   Milestone: FALSE
   Step 1 Save Output: TRUE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step Types: Input, Choice, Output

---

2. PLAY: Competitive Analysis Builder
   Job: Systematically analyze 3-5 named local competitors to identify strengths, weaknesses, gaps, and unique advantage areas
   Role: Strategy/Selection
   Steps: 4
   Context Required:
     - Ella-ments: A1 (frames competitive set)
     - Frameworks: Competitive positioning, market gap analysis
     - Previous Outputs: Competitor names and observation data
   Output Type: A2 — Competitive Landscape Analysis (3-5 competitor profiles with gaps)
   Voice: Field-Tested Advisor → Expert Coach → Analytical Strategist → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with competitive research (online, interviews)
   Audience: Owner/leadership, sales team
   Not-For Audiences: Customers
   Template Type: Subsequent Play
   Tags: strategy, competitive-analysis, positioning
   Keywords: competitive advantage, market gaps, competitor strengths, weaknesses
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Analysis, Choice, Output

---

3. PLAY: Five Deadly Traps Assessment
   Job: Conduct honest diagnostic of which commoditization traps this company is caught in to surface urgency
   Role: Strategy/Selection
   Steps: 3
   Context Required:
     - Ella-ments: A1 (context)
     - Frameworks: Chapter 1 Five Deadly Traps
     - Previous Outputs: Sales loss data, revenue trends
   Output Type: A3 — Five Deadly Traps Self-Assessment (trap severity scores, revenue impact)
   Voice: Respectful Translator → Field-Tested Advisor → Analytical Strategist → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with honest reflection on operations
   Audience: Owner (motivational), team (selective)
   Not-For Audiences: External audiences
   Template Type: Subsequent Play
   Tags: diagnostic, assessment, strategy
   Keywords: trap severity, revenue impact, invisibility, commoditization, urgency
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step 3 Save Output: TRUE
   Step Types: Input, Analysis, Output

---

4. PLAY: Internal Silo Audit
   Job: Map office-to-field disconnects and communication gaps to identify what Alignment cornerstone needs to fix
   Role: Strategy/Selection
   Steps: 4
   Context Required:
     - Ella-ments: A1 (what should be aligned)
     - Frameworks: Silos (Ch 2), Alignment (Ch 6)
     - Previous Outputs: Organizational structure, team interviews
   Output Type: A4 — Internal Silo Audit (gaps ranked, departmental ownership)
   Voice: Respectful Translator → Field-Tested Advisor → Analytical Strategist → default
   Marketing Filter: Companies with 5+ employees
   Runner: Owner-operator (with field/office staff interviews)
   Audience: Owner/leadership, training focus areas
   Not-For Audiences: Customers
   Template Type: Subsequent Play
   Tags: diagnostic, operations, alignment
   Keywords: communication gaps, silos, brand promise alignment, organizational disconnects
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Interview, Analysis, Output

---

5. PLAY: Customer Profile Builder (6-Pack)
   Job: Develop complete, multi-dimensional primary customer profile integrating ICP, VPC, CJM, brand script, moments, sub-positioning
   Role: Strategy/Selection
   Steps: 5
   Context Required:
     - Ella-ments: A1 (frames customer fit)
     - Frameworks: Chapter 3 Value Matrix, customer intelligence frameworks
     - Previous Outputs: Customer interviews (10+), sales data, feedback
   Output Type: B1 — Primary Customer Profile (6-pack integrated schema)
   Voice: Analytical Strategist → Customer-Centric Translator → Field-Tested Advisor → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with market research and customer interviews
   Audience: All downstream plays (foundational)
   Not-For Audiences: Customers (internal tool)
   Template Type: Subsequent Play
   Tags: customer-intelligence, strategy, profiling
   Keywords: ICP, VPC, CJM, brand script, receptive moments, positioning
   Milestone: TRUE
   Milestone Title: Customer Understanding Complete.
   Milestone Description: Primary customer profile comprehensive; guides all downstream positioning, messaging, service design.
   Celebration: TRUE
   Require Acknowledgement: TRUE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: FALSE
   Step 4 Save Output: TRUE
   Step 5 Save Output: TRUE
   Step Types: Interview, Analysis, Synthesis, Choice, Output

---

6. PLAY: Brand Clarity Builder
   Job: Guide owner through reflective conversation to articulate everything the company is, stands for, and does differently
   Role: Strategy/Selection
   Steps: 4
   Context Required:
     - Ella-ments: A1 (positioning), B1 (customer), A2 (competitive context)
     - Frameworks: Chapter 5 Four Elements of Clarity
     - Previous Outputs: Company positioning, customer profile, competitive analysis
   Output Type: C1 — Brand Clarity Statement (5-part comprehensive statement)
   Voice: Plainspoken Strategist → Field-Tested Advisor → Respectful Translator → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator in facilitator conversation
   Audience: All teams (foundation for all communication)
   Not-For Audiences: None (foundational)
   Template Type: Subsequent Play
   Tags: brand-foundation, clarity, strategy
   Keywords: who we are, what we stand for, differentiation, customer promise, values
   Milestone: TRUE
   Milestone Title: Brand Clarity Foundation Locked.
   Milestone Description: Brand identity documented and articulated; team can state clarity in their own words.
   Celebration: TRUE
   Require Acknowledgement: TRUE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Reflection, Documentation, Output

---

7. PLAY: CARE Cornerstone Definitions Builder
   Job: Translate universal CARE framework into company-specific language, definitions, and trade-specific applications
   Role: Strategy/Selection
   Steps: 4
   Context Required:
     - Ella-ments: C1 (clarity informs CARE), A1, B1 (context)
     - Frameworks: Chapters 4-8 CARE deep-dive
     - Previous Outputs: Brand clarity, customer understanding, silo audit
   Output Type: D1 — CARE Framework Cornerstone Definitions (company-customized CARE)
   Voice: Expert Coach → Plainspoken Strategist → Analytical Strategist → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with leadership team
   Audience: All teams (organizing framework)
   Not-For Audiences: Customers
   Template Type: Subsequent Play
   Tags: framework, operations, strategy
   Keywords: clarity definition, alignment definition, relevance definition, experience definition
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: FALSE
   Step 4 Save Output: TRUE
   Step Types: Input, Definition, Context-mapping, Output

---

8. PLAY: GAPP Operationalization Builder
   Job: Customize GAPP framework (Guide, Address/Acknowledge, Prioritize, Partner) with trade-specific scenarios, scripts, and applications
   Role: Strategy/Selection
   Steps: 4
   Context Required:
     - Ella-ments: C1 (values inform approach), D1 (Alignment context)
     - Frameworks: Chapter 6 GAPP expanded, Chapter 11 team behavior
     - Previous Outputs: Brand clarity, service scenarios
   Output Type: D2 — GAPP Framework Operationalization (definitions, scenarios, scripts, trade applications)
   Voice: Expert Coach → Plainspoken Strategist → Field-Tested Advisor → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with team input on scenarios
   Audience: Service teams, sales teams
   Not-For Audiences: Customers
   Template Type: Subsequent Play
   Tags: operations, training, behavioral-framework
   Keywords: guide, acknowledge, prioritize, partner, customer interaction
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Scenario-gathering, Documentation, Output

---

9. PLAY: PASS Story Suite Builder
   Job: Create 2-3 customer-centric narratives using Problem-Agitation-Solution-Success framework tailored to different customer segments
   Role: Strategy/Selection
   Steps: 3
   Context Required:
     - Ella-ments: C1 (clarity foundation), B1 (customer segments)
     - Frameworks: Chapter 5 PASS narrative
     - Previous Outputs: Brand clarity, customer profile, real customer outcomes
   Output Type: C3 — PASS Story Suite (2-3 complete stories per segment)
   Voice: Plainspoken Strategist → Field-Tested Advisor → Respectful Translator → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with customer outcome data
   Audience: Marketing (website, content), sales training, team storytelling
   Not-For Audiences: None (customer-facing)
   Template Type: Subsequent Play
   Tags: content, messaging, narrative
   Keywords: problem, agitation, solution, success, customer transformation
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step 3 Save Output: TRUE
   Step Types: Input, Narrative-development, Output

---

10. PLAY: Relevance Matrix & Specialization Platform Builder
    Job: Complete three-circle framework (what you're good at × what market needs × what you can own) to select primary specialization platform
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: A1 (positioning), A2 (competitive), B1 (customer needs)
      - Frameworks: Chapter 7 Relevance, specialization strategy
      - Previous Outputs: Competitive analysis, customer profile, capability assessment
    Output Type: D7 — Relevance Matrix & Specialization Platform (selected specialization with positioning)
    Voice: Expert Coach → Analytical Strategist → Field-Tested Advisor → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with leadership team
    Audience: Marketing, sales positioning, team focus
    Not-For Audiences: Customers (internal strategy)
    Template Type: Subsequent Play
    Tags: strategy, positioning, market-focus
    Keywords: specialization, geographic, service-type, customer-type, relevance matrix
    Milestone: TRUE
    Milestone Title: Specialization Platform Selected.
    Milestone Description: Primary focus area chosen; company knows where to dominate market; competitive advantage clarified.
    Celebration: TRUE
    Require Acknowledgement: TRUE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Assessment, Analysis, Decision, Output

---

11. PLAY: Service Journey Map Builder
    Job: Map complete customer journey from first contact through post-service, identifying all critical touchpoints and expectations
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: B1 (journey tailored to their experience)
      - Frameworks: Customer journey mapping
      - Previous Outputs: Customer profile, service process observations
    Output Type: D3 — Service Journey Map & Touchpoints (visual/narrative with all phases, touchpoints, expectations)
    Voice: Systematic Problem-Solver → Expert Coach → Analytical Strategist → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team input on service phases
    Audience: Service design, Signature Moments, training scenarios
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: operations, customer-experience, mapping
    Keywords: journey phases, touchpoints, expectations, moments of truth
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Mapping, Output

---

12. PLAY: Signature Moments Playbook Builder
    Job: Design 3-5 deliberately memorable, repeatable service experiences using Purpose-Process-Key Phrases-Standards-Situations framework
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: D3 (where moments should live), B1 (what would be meaningful), C1 (why)
      - Frameworks: Chapter 8 Signature Moments, Experience Playbook
      - Previous Outputs: Service journey map, customer profile, brand clarity
    Output Type: D4 — Signature Moments Playbook (3-5 complete moment playbooks)
    Voice: Expert Coach → Plainspoken Strategist → Field-Tested Advisor → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team brainstorming
    Audience: Service teams (training), marketing, customer experience design
    Not-For Audiences: Customers (internal playbook)
    Template Type: Subsequent Play
    Tags: experience, operations, training
    Keywords: signature moment, memorable experience, playbook, process, standards
    Milestone: TRUE
    Milestone Title: Signature Moments Designed.
    Milestone Description: 3-5 distinctive moments documented; teams can execute this week; customers will remember and refer.
    Celebration: TRUE
    Require Acknowledgement: TRUE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Design, Documentation, Output

---

13. PLAY: Service Alignment Checklist Builder
    Job: Create operational checklists mapping brand promises to specific field behaviors at each customer touchpoint
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: C1 (promises), D3 (touchpoints)
      - Frameworks: Operational standards, quality control
      - Previous Outputs: Brand clarity, service journey
    Output Type: D5 — Service Alignment Checklist (4 phase checklists: pre-service, protection, quality control, follow-up)
    Voice: Systematic Problem-Solver → Expert Coach → Plainspoken Strategist → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team process mapping
    Audience: Service teams (execution), quality control, training
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: operations, quality, execution
    Keywords: checklist, brand promise, field behavior, quality standards
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Process-mapping, Output

---

14. PLAY: Critical Moment Scripts Builder
    Job: Develop exact language and dialogue for 4+ key customer interaction moments (arrival, problem explanation, solution, completion, follow-up)
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: C1 (values inform language), D2 (GAPP structure), B1 (scenarios)
      - Frameworks: Chapter 11 critical moment scripts, GAPP
      - Previous Outputs: Brand clarity, GAPP operationalization, customer profile
    Output Type: C5 — Critical Moment Scripts (4+ complete scripts with dialogue, variations, coaching notes)
    Voice: Plainspoken Strategist → Field-Tested Advisor → Expert Coach → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team input on natural language
    Audience: Service teams, sales teams (scripting, role-play)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: operations, training, communication
    Keywords: script, critical moment, dialogue, consistency, GAPP
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Dialogue-drafting, Output

---

15. PLAY: Brand Ambassador Training Curriculum Builder
    Job: Build complete 12-week phased training system for field teams covering Foundation (weeks 1-4), Skill Development (5-8), and Integration (9-12)
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: C1, D1, D2, D4, D5, C5 (compose the curriculum)
      - Frameworks: Chapter 11 Brand Ambassador Training System
      - Previous Outputs: All prior brand foundation artifacts
    Output Type: D9 — Brand Ambassador Training Curriculum (phase-by-phase outline with session plans, materials, role-play scenarios)
    Voice: Expert Coach → Plainspoken Strategist → Respectful Translator → default
    Marketing Filter: Owner-operators with field teams
    Runner: Owner-operator with training development (or facilitator)
    Audience: Service teams (12-week deployment)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: training, team-activation, operations
    Keywords: 12-week program, foundation, skill development, integration, curriculum
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: FALSE
    Step 4 Save Output: TRUE
    Step Types: Input, Synthesis, Planning, Output

---

16. PLAY: 90-Day Implementation Roadmap Builder
    Job: Create phased, weekly action plan for rolling out CARE framework company-wide following Phase 1 (Clarity) → Phase 2 (Alignment) → Phase 3 (Relevance & Experience) sequence
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: A3, A4 (priorities), all other ella-ments (inform sequencing)
      - Frameworks: Project management, implementation sequencing
      - Previous Outputs: Trap assessment, silo audit, resource availability
    Output Type: D12 — 90-Day Implementation Roadmap (week-by-week action plan with deliverables, owners, deadlines)
    Voice: Systematic Problem-Solver → Expert Coach → Plainspoken Strategist → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with facilitator
    Audience: All teams (execution guide)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: implementation, project-management, operations
    Keywords: roadmap, phase 1, phase 2, phase 3, weekly deliverables, deadlines
    Milestone: TRUE
    Milestone Title: 90-Day Roadmap Locked.
    Milestone Description: Phased implementation plan clear; weekly deliverables assigned; deadlines set; organization committed.
    Celebration: FALSE
    Require Acknowledgement: TRUE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: FALSE
    Step 4 Save Output: TRUE
    Step Types: Input, Planning, Sequencing, Output

---

17. PLAY: Marketing Action Plan Builder
    Job: Create 90-day revenue-focused marketing plan with channel selection (3+), content calendar, budget allocation, and ROI targets
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: B1 (customer targeting), D7 (positioning message)
      - Frameworks: Chapter 10 Local Marketing Machine, revenue-first marketing
      - Previous Outputs: Customer profile, specialization platform, budget context
    Output Type: D13 — Marketing Action Plan (goals, channels, 30+ day content calendar, budget, lead workflow, measurement dashboard)
    Voice: Revenue-Focused Strategist → Analytical Strategist → Expert Coach → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with marketing focus or coordinator
    Audience: Marketing/sales team (execution)
    Not-For Audiences: Customers (internal plan)
    Template Type: Subsequent Play
    Tags: marketing, growth, revenue
    Keywords: channels, content calendar, budget allocation, ROI, lead workflow
    Milestone: TRUE
    Milestone Title: Marketing Plan Live.
    Milestone Description: 90-day plan finalized; channels active; content calendar deployed; tracking baseline established.
    Celebration: TRUE
    Require Acknowledgement: TRUE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Strategy, Planning, Output

---

18. PLAY: Brand Character & Behavior Guide Builder
    Job: Define how the brand acts in daily situations, establishing personality, tone, values-in-action, guardrails, and presentation standards
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: A1 (core values), C1 (what company stands for)
      - Frameworks: Chapter 5 Brand Personality, Chapter 11 behavioral expectations
      - Previous Outputs: Company positioning, brand clarity, value examples
    Output Type: C2 — Brand Character & Behavior Guide (personality attributes, tone patterns, behavior examples, do/don't guardrails, visual standards)
    Voice: Plainspoken Strategist → Expert Coach → Respectful Translator → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team input
    Audience: All teams (consistency guardrails)
    Not-For Audiences: Customers (internal guide)
    Template Type: Subsequent Play
    Tags: brand, operations, consistency
    Keywords: personality, tone, behavior, guardrails, visual presentation
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Documentation, Definition, Output

---

19. PLAY: Brand Messaging Architecture Builder
    Job: Create hierarchy of core messages, themes, and value articulations that cascade from primary message through support and value pillars
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: C1 (clarity informs primary), A2 (differentiation), B1 (customer framing)
      - Frameworks: Chapter 5 Messaging Hierarchy
      - Previous Outputs: Brand clarity, competitive analysis, customer profile
    Output Type: C4 — Brand Messaging Architecture (primary message, 3-5 support messages, functional/emotional value pillars, audience variations)
    Voice: Analytical Strategist → Plainspoken Strategist → Expert Coach → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with messaging specialist (if available)
    Audience: Marketing, sales, team communication
    Not-For Audiences: Customers (internal tool)
    Template Type: Subsequent Play
    Tags: messaging, strategy, communication
    Keywords: primary message, support messages, value pillars, hierarchy
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Development, Output

---

20. PLAY: Touchpoint Expression Guide Builder
    Job: Ensure brand shows up consistently across all customer-facing channels with customized guidelines for each medium
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: C1 (voice/values), C2 (personality), C4 (messaging)
      - Frameworks: Chapter 5 Brand Expression, Chapter 10 multi-channel consistency
      - Previous Outputs: Brand clarity, character guide, messaging architecture
    Output Type: C6 — Touchpoint Expression Guide (website messaging, email templates, social media voice, vehicle/uniform standards, form design principles)
    Voice: Systematic Problem-Solver → Plainspoken Strategist → Expert Coach → default
    Marketing Filter: Owner-operators with marketing channels
    Runner: Owner-operator with design/marketing support
    Audience: Marketing teams, brand coordinators
    Not-For Audiences: Customers (internal guide)
    Template Type: Subsequent Play
    Tags: brand, consistency, multi-channel
    Keywords: website, email, social media, vehicle, uniform, consistency
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Audit, Development, Output

---

21. PLAY: Customer Alignment Profile Builder
    Job: Map how customer needs and pain points connect to brand promises and company strengths, ensuring alignment for message-to-delivery credibility
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: B1 (pain points), C1 (promises), A1 (company strengths)
      - Frameworks: Chapter 6 Service Alignment
      - Previous Outputs: Customer profile, brand clarity, company positioning
    Output Type: D6 — Customer Alignment Profile (pain points mapped, promises listed, strengths/gaps, alignment matrix)
    Voice: Analytical Strategist → Respectful Translator → Expert Coach → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with honest capability assessment
    Audience: Marketing (messaging validation), operations (delivery focus)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: strategy, alignment, credibility
    Keywords: customer pain, brand promise, alignment, delivery credibility
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Mapping, Output

---

22. PLAY: Service Recovery System Builder
    Job: Create procedures and scripts for handling service failures as trust-building opportunities rather than reputation threats
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: C1 (values guide approach), D3 (failure points)
      - Frameworks: Chapter 8 Service Recovery, Five-Step Recovery Framework
      - Previous Outputs: Brand clarity, service journey, team comfort assessment
    Output Type: D8 — Service Recovery System (five-step framework, 3-5 failure scenarios with scripts, decision trees, team roles)
    Voice: Expert Coach → Plainspoken Strategist → Systematic Problem-Solver → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team input on failure scenarios
    Audience: Service teams, management (empowerment guidelines)
    Not-For Audiences: Customers (internal playbook)
    Template Type: Subsequent Play
    Tags: operations, customer-retention, training
    Keywords: service recovery, failure handling, trust-building, scripts
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Scenario-gathering, Development, Output

---

23. PLAY: Process Checklists by Phase Builder
    Job: Create operational checklists for each customer interaction phase documenting exact steps, standards, and quality expectations
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: D3 (phases/touchpoints), C1 (standards), D5 (alignment behaviors)
      - Frameworks: Chapter 11 Process Checklists, operational discipline
      - Previous Outputs: Service journey, brand clarity, alignment checklist
    Output Type: D10 — Process Checklists by Phase (pre-service, protection, quality control, follow-up checklists with specific behaviors)
    Voice: Systematic Problem-Solver → Expert Coach → Plainspoken Strategist → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team workflow observation
    Audience: Service teams (daily execution)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: operations, quality, execution
    Keywords: checklist, process, phase, standards, quality control
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Process-documentation, Output

---

24. PLAY: Recognition and Reward System Builder
    Job: Design daily, weekly, monthly, and quarterly recognition system that reinforces brand values and CARE delivery
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: C1 (values to reinforce), D1 (CARE behaviors)
      - Frameworks: Chapter 11 Team Activation, motivation theory
      - Previous Outputs: Brand clarity, CARE definitions, team size/budget
    Output Type: D11 — Recognition and Reward System (daily/weekly/monthly/quarterly framework with explicit CARE connection)
    Voice: Expert Coach → Plainspoken Strategist → Field-Tested Advisor → default
    Marketing Filter: Owner-operators with teams
    Runner: Owner-operator with team input on motivators
    Audience: All team members (motivation driver)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: team-activation, culture, motivation
    Keywords: recognition, reward, daily, quarterly, brand values
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Design, Output

---

25. PLAY: Review Request & Referral System Builder
    Job: Systematize collection of customer reviews and generation of referrals to turn satisfied customers into ongoing revenue drivers
    Role: Strategy/Selection
    Steps: 4
    Context Required:
      - Ella-ments: D13 (channel strategy), C1 (reputation foundation), B1 (customer preferences)
      - Frameworks: Chapter 10 Review & Referral Strategies
      - Previous Outputs: Marketing plan, brand clarity, customer profile, current practices
    Output Type: D14 — Review Request & Referral System (email/SMS/postcard templates, timing, GBP management, referral incentive structure, tracking)
    Voice: Revenue-Focused Strategist → Analytical Strategist → Field-Tested Advisor → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with team feedback
    Audience: Field teams, customer service teams (execution)
    Not-For Audiences: Customers (system design)
    Template Type: Subsequent Play
    Tags: growth, revenue, reputation
    Keywords: review request, referral, templates, system, incentive
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: FALSE
    Step 3 Save Output: TRUE
    Step 4 Save Output: TRUE
    Step Types: Input, Template-development, Process-design, Output

---

26. PLAY: Quarterly Brand Audit Workbook Builder
    Job: Create owner-friendly assessment tool for tracking brand health progress and making data-informed improvements quarterly
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: D1 (what to measure), A2 (benchmarking baseline), D12 (progress tracking)
      - Frameworks: Chapter 9 Quarterly Review, brand audit methodology
      - Previous Outputs: CARE definitions, competitive analysis, implementation roadmap
    Output Type: D15 — Quarterly Brand Audit Workbook (CARE self-assessment, benchmarking, customer feedback, metrics dashboard, action items)
    Voice: Analytical Strategist → Systematic Problem-Solver → Expert Coach → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator (solo quarterly review)
    Audience: Owner/leadership (strategic planning)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: measurement, continuous-improvement, strategy
    Keywords: audit, CARE assessment, benchmarking, metrics, action items
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Template-design, Output

---

27. PLAY: Morning Huddle Format Builder
    Job: Design 5-10 minute daily team ritual that connects team to brand purpose, celebrates wins, and aligns on daily execution
    Role: Strategy/Selection
    Steps: 2
    Context Required:
      - Ella-ments: D1 (daily brand touchpoint), D4 (signature moments), C1 (brand reinforcement)
      - Frameworks: Chapter 11 Team Activation, daily rituals, engagement psychology
      - Previous Outputs: Brand clarity, signature moments, team schedule constraints
    Output Type: D16 — Morning Huddle Format (agenda template, timing, facilitator notes, sample formats)
    Voice: Expert Coach → Plainspoken Strategist → Systematic Problem-Solver → default
    Marketing Filter: Owner-operators with field teams
    Runner: Owner-operator or team manager
    Audience: Field teams (daily)
    Not-For Audiences: Customers
    Template Type: Subsequent Play
    Tags: team-activation, operations, daily-ritual
    Keywords: huddle, daily, ritual, brand, alignment
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step Types: Input, Design, Output

---

28. PLAY: Invisibility Gap Analysis Builder
    Job: Quantify disconnect between actual service quality and how market perceives the company to establish baseline for brand work
    Role: Strategy/Selection
    Steps: 3
    Context Required:
      - Ella-ments: None (foundational diagnostic)
      - Frameworks: Chapter 1 Invisibility Gap, perception vs. reality
      - Previous Outputs: Owner perception, customer satisfaction data, market observation
    Output Type: D18 — Invisibility Gap Analysis (current perception, actual quality, gap quantification, perception shift targets)
    Voice: Analytical Strategist → Respectful Translator → Field-Tested Advisor → default
    Marketing Filter: All owner-operators
    Runner: Owner-operator with market data
    Audience: Owner (motivation), team (context)
    Not-For Audiences: Customers
    Template Type: First Play (foundational diagnostic)
    Tags: diagnostic, strategy, baseline
    Keywords: invisibility gap, perception, quality, baseline, urgency
    Milestone: FALSE
    Step 1 Save Output: FALSE
    Step 2 Save Output: TRUE
    Step 3 Save Output: TRUE
    Step Types: Input, Analysis, Output

================================================================================

SECTION 2: STANDALONE PLAYS (6 plays)
These plays accomplish complete outcomes on their own without depending on other plays' outputs.

---

1. PLAY: Generate PASS Story (Single Customer Narrative)
   Job: Create one complete customer-facing PASS narrative tailored to a specific customer segment or use case
   Role: Action
   Steps: 3
   Context Required:
     - Ella-ments: C1 (brand clarity), B1 (customer profile)
     - Frameworks: PASS Framework (Problem-Agitation-Solution-Success)
     - Previous Outputs: Customer scenario or segment specification
   Output Type: One complete PASS story (150-250 words)
   Voice: Plainspoken Strategist → Respectful Translator → Field-Tested Advisor → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator or content creator
   Audience: Website, marketing materials, sales training
   Not-For Audiences: None (customer-facing)
   Template Type: Output-Only
   Tags: content, messaging, narrative
   Keywords: PASS, story, customer narrative, transformation
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step 3 Save Output: TRUE
   Step Types: Input, Narrative-drafting, Output

---

2. PLAY: Write Critical Moment Script (Single Scenario)
   Job: Develop exact dialogue for one specific customer interaction moment (e.g., arrival, problem explanation, pricing discussion)
   Role: Action
   Steps: 3
   Context Required:
     - Ella-ments: C1 (clarity), D2 (GAPP operationalization)
     - Frameworks: Chapter 11 scripts, GAPP
     - Previous Outputs: Specific scenario, current language patterns
   Output Type: One complete script (with context, dialogue, coaching notes)
   Voice: Plainspoken Strategist → Expert Coach → Field-Tested Advisor → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator or training specialist
   Audience: Service teams, sales teams (role-play)
   Not-For Audiences: Customers
   Template Type: Output-Only
   Tags: training, communication, consistency
   Keywords: script, dialogue, critical moment, consistency
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step 3 Save Output: TRUE
   Step Types: Input, Dialogue-drafting, Output

---

3. PLAY: Design One Signature Moment
   Job: Create one memorable, repeatable service experience moment using Purpose-Process-Key Phrases-Standards-Situations framework
   Role: Action
   Steps: 4
   Context Required:
     - Ella-ments: D3 (service journey), B1 (customer profile), D2 (GAPP)
     - Frameworks: Chapter 8 Signature Moments
     - Previous Outputs: Moment idea, operational feasibility assessment
   Output Type: One complete signature moment playbook
   Voice: Expert Coach → Plainspoken Strategist → Systematic Problem-Solver → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with team input
   Audience: Service teams (training), marketing
   Not-For Audiences: Customers (internal playbook)
   Template Type: Output-Only
   Tags: experience, operations, training
   Keywords: signature moment, memorable, repeatable, experience
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Design, Documentation, Output

---

4. PLAY: Create Process Checklist (One Phase)
   Job: Build step-by-step operational checklist for one phase of customer interaction (pre-service, protection, quality control, follow-up)
   Role: Action
   Steps: 2
   Context Required:
     - Ella-ments: D3 (service journey), C1 (brand standards)
     - Frameworks: Chapter 11 process checklists
     - Previous Outputs: Phase description, actual team steps, quality standards
   Output Type: One phase-specific checklist (5-12 items)
   Voice: Systematic Problem-Solver → Expert Coach → Plainspoken Strategist → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator with team process mapping
   Audience: Service teams (daily use)
   Not-For Audiences: Customers
   Template Type: Output-Only
   Tags: operations, quality, execution
   Keywords: checklist, process, phase, standards
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step Types: Input, Documentation, Output

---

5. PLAY: Create Brand Messaging One-Pager
   Job: Condense brand positioning and core messages into one-page document for team reference, sales training, or customer communication
   Role: Action
   Steps: 3
   Context Required:
     - Ella-ments: C1 (clarity), C4 (messaging architecture if available), B1 (customer profile)
     - Frameworks: Chapter 5 Clarity messaging
     - Previous Outputs: Key messages to prioritize
   Output Type: One-page messaging guide
   Voice: Plainspoken Strategist → Expert Coach → Respectful Translator → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator or marketing coordinator
   Audience: Teams, sales, training, customer reference
   Not-For Audiences: None (flexible use)
   Template Type: Output-Only
   Tags: messaging, reference, communication
   Keywords: one-pager, messaging, positioning, key phrases
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: TRUE
   Step 3 Save Output: TRUE
   Step Types: Input, Condensation, Output

---

6. PLAY: Build Local Marketing Machine
   Job: Optimize Google Business Profile, implement local SEO fundamentals, and design community connection plan for hyper-local visibility
   Role: Action
   Steps: 4
   Context Required:
     - Ella-ments: D13 (marketing plan), C1 (brand identity), B1 (customer search patterns)
     - Frameworks: Chapter 10 Local Marketing Machine
     - Previous Outputs: Current GBP status, website SEO status, community involvement
   Output Type: GBP optimization checklist, local SEO action plan, community connection calendar, partnership prospects
   Voice: Revenue-Focused Strategist → Systematic Problem-Solver → Expert Coach → default
   Marketing Filter: All owner-operators
   Runner: Owner-operator or marketing coordinator
   Audience: Marketing/sales team (execution)
   Not-For Audiences: Customers
   Template Type: Output-Only
   Tags: marketing, local-seo, growth
   Keywords: GBP, local SEO, community, partnerships
   Milestone: FALSE
   Step 1 Save Output: FALSE
   Step 2 Save Output: FALSE
   Step 3 Save Output: TRUE
   Step 4 Save Output: TRUE
   Step Types: Input, Audit, Planning, Output

================================================================================
==== PLAYBOOK OUTLINES (9 PLAYBOOKS) ====
================================================================================

PLAYBOOK 1: BRAND FOUNDATION PLAYBOOK
Single Job: Establish internal brand clarity and diagnose current problems so entire organization understands who the company is and why brand work matters
Edition: Standard (all companies), Luxury (depth)
Section: Start Here
Why: Before any customer-facing work (marketing, sales, training) can succeed, the company must be clear internally. This playbook builds alignment inside first.
Prerequisites: None (foundational)
Duration: 3-4 weeks (can compress to 2 weeks)
Key Outputs: A1, A2, A3, A4, C1 complete. Owner and team aligned on company identity and primary problems.
Tags: foundation, strategy, diagnosis
Keywords: company positioning, competitive analysis, trap assessment, silo audit, brand clarity

Plays in sequence:
1. Company Positioning Builder (First Play) → A1
2. Competitive Analysis Builder (Subsequent) → A2
3. Five Deadly Traps Assessment (Subsequent) → A3
4. Internal Silo Audit (Subsequent) → A4
5. Brand Clarity Builder (Bookend/Synthesis) → C1

Milestone: TRUE
Milestone Title: Foundation Locked In.
Milestone Description: Company identity clear internally; problems diagnosed; team understands why brand matters.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 2: CUSTOMER UNDERSTANDING PLAYBOOK
Single Job: Develop deep, multi-dimensional understanding of primary ideal customer to inform all downstream positioning, messaging, and service design
Edition: Standard (all companies)
Section: Start Here
Why: Everything else — marketing, sales training, service design — is more effective when rooted in genuine customer understanding.
Prerequisites: A1 Company Positioning (frames customer fit)
Duration: 2-3 weeks
Key Outputs: B1 Customer Profile (6-pack) complete. Owner and team understand customer needs, journey, pain points, decision-making.
Tags: customer-intelligence, strategy, profiling
Keywords: ICP, VPC, CJM, customer profile, needs, decision-making

Plays in sequence:
1. Customer Profile Builder (First Play) → B1

Milestone: TRUE
Milestone Title: Customer Profile Complete.
Milestone Description: Deep customer understanding documented; informs all downstream positioning, messaging, service design.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 3: STRATEGIC CLARITY PLAYBOOK (CARE Cornerstone 1)
Single Job: Establish complete internal and external brand clarity rooted in CARE framework so every team member can articulate who the company is and what it stands for
Edition: Standard (all companies), Luxury (expanded messaging)
Section: Start Here
Why: Clarity is the foundation that enables every other cornerstone. Without clarity, alignment is confused, relevance is muddled, experience is inconsistent.
Prerequisites: A1, B1, A2
Duration: 2-3 weeks
Key Outputs: C1, C3, C4, C5, D1 complete. Team can articulate brand in own words. CARE framework translated to company language.
Tags: brand, clarity, strategy
Keywords: brand clarity, PASS stories, messaging architecture, critical moment scripts, CARE definitions

Plays in sequence:
1. Brand Clarity Builder (First Play) → C1
2. PASS Story Suite Builder (Subsequent) → C3
3. Brand Messaging Architecture Builder (Subsequent) → C4
4. Critical Moment Scripts Builder (Subsequent) → C5
5. Team Clarity Workshop (Subsequent/Action) — team articulates clarity in own words
6. CARE Cornerstone Definitions Builder (Bookend) → D1

Milestone: TRUE
Milestone Title: Strategic Clarity Locked.
Milestone Description: Brand identity, messaging, and CARE definitions complete; team demonstrates understanding; internal alignment visible.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 4: STRATEGIC RELEVANCE PLAYBOOK (CARE Cornerstone 3)
Single Job: Complete Relevance Matrix, select primary specialization platform (geographic, service-type, or customer-type), and establish differentiated positioning that customers care about
Edition: Standard (all companies), Luxury (expanded competitive positioning)
Section: Grow
Why: Relevance is how the company stands out from competitors in a way that matters to the target customer. Without relevance, the company competes on price.
Prerequisites: A1, A2, B1, C1
Duration: 2-3 weeks
Key Outputs: D7 Relevance Matrix & Specialization Platform complete. Company has selected primary specialization and can articulate why customers should choose them over named competitors.
Tags: strategy, positioning, market-focus
Keywords: relevance matrix, specialization, geographic, service-type, customer-type, competitive positioning

Plays in sequence:
1. Relevance Matrix & Specialization Platform Builder (First Play) → D7
2. Competitive Positioning Messaging (Subsequent/Action)
3. Authority-Building Content Plan (Subsequent/Action)

Milestone: TRUE
Milestone Title: Specialization Platform Locked.
Milestone Description: Primary focus area selected; competitive positioning articulated; authority content plan ready.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 5: CUSTOMER ALIGNMENT & DELIVERY PLAYBOOK (CARE Cornerstone 2)
Single Job: Map customer journey, design Signature Moments, create service standards, and train teams so brand promises are consistently delivered
Edition: Standard (all companies), Luxury (expanded training, coaching)
Section: Grow
Why: Alignment means service delivery matches brand promises. Without alignment, marketing attracts customers to something the company can't deliver, destroying trust.
Prerequisites: C1, B1, A4
Duration: 3-4 weeks
Key Outputs: D3, D4, D5, D2, C5, D9 complete. Teams deliver consistently on brand promises. Service journey mapped. Signature moments designed and trainable.
Tags: operations, customer-experience, training
Keywords: service journey, signature moments, alignment checklist, GAPP, critical moment scripts, training curriculum

Plays in sequence:
1. Service Journey Map Builder (First Play) → D3
2. GAPP Operationalization Builder (Subsequent) → D2
3. Signature Moments Playbook Builder (Subsequent) → D4
4. Service Alignment Checklist Builder (Subsequent) → D5
5. Critical Moment Scripts Builder (Subsequent) → C5
6. Brand Ambassador Training Curriculum Builder (Subsequent) → D9
7. Launch Team Training Phase 1 (Bookend/Action) — deploy first week of training

Milestone: TRUE
Milestone Title: Service Excellence Systems Locked.
Milestone Description: Customer journey mapped; signature moments designed; teams trained in GAPP and critical moments; service standards clear.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 6: CUSTOMER EXPERIENCE DIFFERENTIATION PLAYBOOK (CARE Cornerstone 4)
Single Job: Design and operationalize memorable, repeatable signature moments that turn customers into advocates
Edition: Standard (all companies), Luxury (advanced recovery systems, ride-along coaching)
Section: Grow
Why: Experience is where brand promises become tangible. Perfect service delivery is expected; memorable experiences are remembered and shared.
Prerequisites: C1, D3, B1
Duration: 2-3 weeks
Key Outputs: D4 Signature Moments Playbook, D8 Service Recovery System. Teams can execute signature moments consistently starting this week.
Tags: experience, operations, training
Keywords: signature moments, service recovery, customer experience, memorable moments

Plays in sequence:
1. Signature Moments Playbook Builder (First Play) → D4
2. Service Recovery System Builder (Subsequent) → D8
3. Train Signature Moments Execution (Subsequent/Action)

Milestone: TRUE
Milestone Title: Experience Moments Operationalized.
Milestone Description: 3-5 signature moments designed and trainable; service recovery procedures clear; teams ready to execute distinctive experiences.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 7: MARKETING & GROWTH PLAYBOOK
Single Job: Build 90-day revenue-focused marketing plan with channel selection, content strategy, and measurement so customer acquisition aligns with brand strategy
Edition: Standard (all companies), Luxury (expanded content creation, ad management)
Section: Grow
Why: Marketing without brand strategy is just ads. This playbook connects brand strategy to customer acquisition, positioning, and revenue targets.
Prerequisites: C1, B1, D7
Duration: 2-3 weeks
Key Outputs: D13 Marketing Action Plan, D14 Review & Referral System complete. Marketing is revenue-focused and aligned with brand.
Tags: marketing, growth, revenue
Keywords: marketing action plan, content calendar, review and referral system, channel selection, budget allocation

Plays in sequence:
1. Marketing Action Plan Builder (First Play) → D13
2. Content Calendar Builder (Subsequent/Action)
3. Review & Referral System Builder (Subsequent) → D14
4. Launch Marketing Channels (Bookend/Action)

Milestone: TRUE
Milestone Title: Marketing Growth Engine Live.
Milestone Description: 90-day plan finalized; channels active; content calendar deployed; review/referral system running.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 8: TEAM ACTIVATION & BRAND AMBASSADOR PLAYBOOK
Single Job: Build and deploy 12-week structured training system that transforms field teams into brand ambassadors who understand and deliver the brand promise consistently
Edition: Standard (phased), Luxury (advanced coaching, ride-alongs, monthly reinforcement)
Section: Improve
Why: Teams are the most powerful marketing asset. Well-trained, motivated teams deliver the brand consistently and generate referrals.
Prerequisites: C1, D1, D2
Duration: 12 weeks (phased deployment) + ongoing
Key Outputs: D9 Brand Ambassador Training Curriculum deployed in phases. Teams demonstrate brand behaviors; customer satisfaction and referral rate improve.
Tags: team-activation, training, culture
Keywords: 12-week training, phase 1-3, GAPP, signature moments, recognition, quarterly audit

Plays in sequence:
1. Brand Ambassador Training Curriculum Builder (First Play) → D9
2. Phase 1 Foundation Training Deployment (Subsequent/Action)
3. Phase 2 Skill Development Training Deployment (Subsequent/Action)
4. Phase 3 Integration & Coaching Deployment (Subsequent/Action)
5. Recognition & Reward System Activation (Subsequent/Action) → D11
6. Quarterly Brand Audit & Improvement Cycle (Bookend/Action) → D15

Milestone: TRUE
Milestone Title: Team Training Cycle Complete.
Milestone Description: All 12 weeks deployed; teams demonstrate brand ambassador behaviors; recognition system active; quarterly audit shows measurable improvement.
Celebration: TRUE
Require Acknowledgement: TRUE

---

PLAYBOOK 9: 90-DAY IMPLEMENTATION ROADMAP PLAYBOOK
Single Job: Create and execute phased, weekly action plan that moves company through all three implementation phases (Clarity → Alignment → Relevance & Experience) in 90 days
Edition: Standard (all companies), Luxury (daily standups, weekly coaching)
Section: Improve
Why: The playbooks above are components. This playbook sequences them, assigns ownership, sets deadlines, and measures progress so entire transformation happens in 90 days.
Prerequisites: A1, A2, A3, A4
Duration: 90 days (phased)
Key Outputs: D12 90-Day Implementation Roadmap with weekly deliverables, owner assignments, deadlines. Company transforms systematically from invisible to brand-led.
Tags: implementation, project-management, operations
Keywords: 90-day roadmap, phase 1-3, weekly deliverables, quarterly review, continuous improvement

Plays in sequence:
1. 90-Day Implementation Roadmap Builder (First Play) → D12
2. Phase 1 Clarity Implementation (Weeks 1-4) (Subsequent/Action)
3. Phase 2 Alignment Implementation (Weeks 5-8) (Subsequent/Action)
4. Phase 3 Relevance & Experience Implementation (Weeks 9-12) (Subsequent/Action)
5. Quarterly Review & Next Phase Planning (Bookend/Action)

Milestone: TRUE
Milestone Title: 90-Day Transformation Complete.
Milestone Description: All phases executed; all deliverables produced; team demonstrating brand behaviors; market responding to positioning; quarterly plan set.
Celebration: TRUE
Require Acknowledgement: TRUE

================================================================================
==== SYSTEM FLOW & RECOMMENDED EXECUTION SEQUENCE ====
================================================================================

PHASE 0: FOUNDATION BUILDING (Weeks -2 to 0, pre-implementation)
Playbooks: Brand Foundation Playbook → Customer Understanding Playbook
Duration: 3-5 weeks
Why: Everything else built on clarity of who company is and who they serve.
Outputs: A1, A2, A3, A4, C1, B1 (foundation ella-ments)
Key Decision: A3 Trap Assessment determines if brand work urgent (short timeline) or foundational (standard pace)

---

PHASE 1: STRATEGIC CLARITY (Weeks 1-4)
Playbook: Strategic Clarity Playbook (CARE Cornerstone 1)
Duration: 2-3 weeks
Why: Internal clarity before execution; team alignment on brand identity
Outputs: C1, C3, C4, C5, D1
Parallel: Prep work for Phase 2 (customer journey mapping, GAPP scenario gathering)

---

PHASE 2: CUSTOMER ALIGNMENT & EXECUTION (Weeks 5-8)
Playbook: Customer Alignment & Delivery Playbook (CARE Cornerstone 2)
Duration: 3-4 weeks
Why: Alignment means service delivery matches brand promises
Outputs: D3, D4, D5, D2, D9 (partial)
Parallel: Start Brand Ambassador Training Phase 1 (Foundation weeks)

---

PHASE 3: POSITIONING & MARKETING GROWTH (Weeks 9-12)
Playbooks: Strategic Relevance Playbook + Marketing & Growth Playbook
Duration: 2-3 weeks
Why: With internal alignment solid, company can market differentiated positioning
Outputs: D7, D13, D14, content calendar
Parallel: Continue Brand Ambassador Training Phase 2 (Skill Development)

---

ONGOING (Month 4+):
Activities:
  - Complete Brand Ambassador Training Phases 2-3 (Weeks 5-12)
  - Execute 90-Day Implementation Roadmap (Weeks 1-12 of company timeline)
  - Customer Experience Differentiation Playbook (if not completed in Phase 2)
  - Monthly review, weekly standups (optional, Luxury edition)
  - Quarterly Brand Audit & Continuous Improvement Cycles (D15)
  - Morning Huddle Format (D16) — daily 5-10 min ritual

---

INDEPENDENT PLAYS (Can run anytime, prerequisites met):
Once foundation ella-ments exist, these plays can be run independently:
  - Generate PASS Story (new customer segment)
  - Write Critical Moment Script (new interaction type)
  - Design One Signature Moment (additional experience moments)
  - Create Process Checklist (operational refinement)
  - Create Brand Messaging One-Pager (different audience)
  - Build Local Marketing Machine (hyper-local visibility)

================================================================================
==== HANDOFF INSTRUCTIONS (by playbook) ====
================================================================================

PLAYBOOK 1: BRAND FOUNDATION PLAYBOOK
Handoff to: Owner/leadership team, facilitator or consultant
Key Deliverables:
  - A1 Company Positioning & Market Context (2-3 page document)
  - A2 Competitive Landscape Analysis (2-3 pages, 3-5 competitors analyzed)
  - A3 Five Deadly Traps Self-Assessment (2-3 pages, trap severity ranked)
  - A4 Internal Silo Audit (2-3 pages, gaps ranked by customer impact)
  - C1 Brand Clarity Statement (3-4 pages, all five components)
Success Criteria:
  - Positioning is specific to THIS company (not generic)
  - Team alignment on brand identity observable
  - Trap assessment creates urgency without shame
  - Silo gaps prioritized by customer impact
  - Clarity statement is honest (current reality, not aspiration)
Next Step: Strategic Clarity Playbook (Phase 1)

---

PLAYBOOK 2: CUSTOMER UNDERSTANDING PLAYBOOK
Handoff to: Owner/marketing coordinator, market researcher
Key Deliverables:
  - B1 Primary Customer Profile (6-pack) (4-5 pages, six lenses integrated)
Success Criteria:
  - Profile based on customer research (interviews, feedback), not assumptions
  - Specific customer (not "homeowners" but "suburban homeowners age 45-65 with aging homes")
  - Pains/gains ranked by decision impact
  - Every claim supported by customer feedback
  - Sub-positioning specific vs. named competitors
  - Brand script connects customer values to company values
Next Step: Strategic Clarity Playbook (uses B1 extensively)

---

PLAYBOOK 3: STRATEGIC CLARITY PLAYBOOK
Handoff to: Owner/leadership team, all employees (training)
Key Deliverables:
  - C1 Brand Clarity Statement (3-4 pages)
  - C3 PASS Story Suite (2-3 complete stories, 150-250 words each)
  - C4 Brand Messaging Architecture (primary + support messages + value pillars)
  - C5 Critical Moment Scripts (4+ complete scripts with context and coaching notes)
  - D1 CARE Framework Cornerstone Definitions (3-4 pages, company-specific)
  - Team alignment demonstrated (team workshop output)
Success Criteria:
  - C1 can be communicated to team in under 5 minutes
  - PASS stories resonate with different customer segments
  - Messaging hierarchy is clear and distinct from competitors
  - Scripts use natural language (not formal, not casual)
  - CARE definitions translated to company-specific language
  - Team can articulate clarity in their own words
Next Step: Customer Alignment & Delivery Playbook (Phase 2)

---

PLAYBOOK 4: STRATEGIC RELEVANCE PLAYBOOK
Handoff to: Owner/marketing team, sales team
Key Deliverables:
  - D7 Relevance Matrix & Specialization Platform (showing selected focus)
  - Competitive positioning messaging (talking points vs. 3 named competitors)
  - Authority-building content plan (30-day content themes)
Success Criteria:
  - Specialization platform is realistic (not aspirational)
  - Competitive positioning addresses actual customer concerns
  - Company can articulate differentiation vs. named competitors
  - Content plan focused on authority-building, not promotional
  - Sales team can use messaging in daily conversations
Next Step: Marketing & Growth Playbook (channels and customer acquisition)

---

PLAYBOOK 5: CUSTOMER ALIGNMENT & DELIVERY PLAYBOOK
Handoff to: Owner/operations manager, field team leads
Key Deliverables:
  - D3 Service Journey Map (visual/narrative with all phases, touchpoints, expectations)
  - D2 GAPP Framework Operationalization (definitions, scenarios, trade applications)
  - D4 Signature Moments Playbook (3-5 complete moment designs)
  - D5 Service Alignment Checklist (4 phase checklists: pre-service, protection, QC, follow-up)
  - C5 Critical Moment Scripts (4+ scripts with exact dialogue)
  - D9 Brand Ambassador Training Curriculum (phase-by-phase outline)
  - Initial training deployment (Phase 1: Foundation weeks 1-4)
Success Criteria:
  - Journey map reflects actual customer experience (not ideal state)
  - GAPP operationalization uses language teams actually speak
  - Signature moments are distinctive AND operationally feasible
  - Checklists are field-usable (laminated, concise, specific)
  - Scripts sound natural and teams can adapt them
  - Training Phase 1 launched with team engagement evident
  - Service consistency measurable within 2 weeks
Next Step: Brand Ambassador Training Phases 2-3 (weeks 5-12), Customer Experience Differentiation Playbook (optional)

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PLAYBOOK 6: CUSTOMER EXPERIENCE DIFFERENTIATION PLAYBOOK
Handoff to: Owner/operations manager, field team leads
Key Deliverables:
  - D4 Signature Moments Playbook (3-5 complete moment playbooks)
  - D8 Service Recovery System (five-step framework, 3-5 failure scenarios, decision trees)
  - Team training (signature moments execution)
Success Criteria:
  - Signature moments are memorable AND measurable
  - Teams can execute moments by end of training session
  - Service recovery scripts address real failure scenarios
  - Decision trees empower field teams without overwhelming them
  - Customer feedback shows increased referral language mentioning signature moments
Next Step: Quarterly refinement, additional signature moments as needed

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PLAYBOOK 7: MARKETING & GROWTH PLAYBOOK
Handoff to: Owner/marketing coordinator
Key Deliverables:
  - D13 Marketing Action Plan (goals, channels, 30+ day content calendar, budget, workflow, dashboard)
  - D14 Review Request & Referral System (email/SMS/postcard templates, timing, GBP management)
  - 30-day content calendar (detailed post ideas, timing, channels)
  - Marketing channels active and tracking baseline metrics
Success Criteria:
  - Plan is revenue-focused (not vanity metrics)
  - Channels chosen based on B1 customer behavior (not owner preference)
  - Content calendar specific to company (not generic templates)
  - Review request system systematizes what's currently ad-hoc
  - Baseline metrics captured (leads, CAC, conversions, referral source)
  - Marketing actively running; team understands measurement
Next Step: Ongoing optimization, quarterly review, Local Marketing Machine (optional)

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PLAYBOOK 8: TEAM ACTIVATION & BRAND AMBASSADOR PLAYBOOK
Handoff to: Owner/team manager, all field team members
Key Deliverables:
  - D9 Brand Ambassador Training Curriculum (phased 12-week outline)
  - Phase 1 Foundation Training (weeks 1-4) — deployed
  - Phase 2 Skill Development Training (weeks 5-8) — deployed
  - Phase 3 Integration & Coaching (weeks 9-12) — deployed
  - D11 Recognition and Reward System (daily/weekly/monthly/quarterly framework)
  - D15 Quarterly Brand Audit Workbook (completed at 90-day mark)
Success Criteria:
  - Training completion rate ≥90% (attendance, engagement)
  - Phase 1: Teams articulate brand identity, understand their role
  - Phase 2: Teams practice GAPP and scripts, confidence building
  - Phase 3: Real-world application visible in customer feedback
  - Recognition system active (awards announced weekly/monthly)
  - Quarterly audit shows measurable improvement in:
    * Review quality and referral language
    * Customer satisfaction scores
    * Team satisfaction/retention
    * Repeat business rate
Next Step: Quarterly audit and continuous improvement cycles (D15, ongoing)

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PLAYBOOK 9: 90-DAY IMPLEMENTATION ROADMAP PLAYBOOK
Handoff to: Owner/operations manager
Key Deliverables:
  - D12 90-Day Implementation Roadmap (week-by-week deliverables, owners, deadlines)
  - Phase 1 Clarity Implementation (weeks 1-4) outcomes
  - Phase 2 Alignment Implementation (weeks 5-8) outcomes
  - Phase 3 Relevance & Experience Implementation (weeks 9-12) outcomes
  - Quarterly review (90-day assessment)
Success Criteria:
  - 80%+ of weekly deliverables completed on schedule
  - Owner assignments clear and accountability enforced
  - Weekly check-ins conducted (or daily standups if Luxury edition)
  - Phase gates passed before proceeding (clarity locked before alignment, etc.)
  - 90-day outcomes documented:
    * All required ella-ments produced
    * Team demonstrating brand behaviors
    * Marketing actively generating leads
    * Initial business metrics showing improvement
  - Quarterly plan set for months 4-6
Next Step: Ongoing continuous improvement cycle, quarterly brand audits (D15)

================================================================================
==== STANDALONE PLAY HANDOFF INSTRUCTIONS ====
================================================================================

All Standalone Plays follow this pattern:

These plays can be executed independently anytime prerequisites are met. Each produces one focused output.

Key Handoff Points:
  - Prerequisites must be complete (foundation ella-ments exist)
  - Output is draft-ready (may require review/approval)
  - Used for iterative refinement and new scenarios
  - Can be repeated for different segments/situations

Example flow: Generate PASS Story can be run monthly for new customer segments emerging. Write Critical Moment Script can be run anytime new interaction type emerges. Each produces immediately usable output.

================================================================================
==== QUALITY CHECKLIST (pre-launch verification) ====
================================================================================

ALL PLAYS:
✓ Play has exactly one role (Strategy/Selection, Sharpening, or Action)
✓ Play has fixed integer steps (2, 3, 4, or 5)
✓ Play maps to system job or sub-job (no orphans)
✓ Voice cascade specified (5 personas, ending with "→ default")
✓ Context Requirements fully specified (ella-ments, frameworks, previous outputs)
✓ Output Type describes artifact clearly
✓ Runner and Audience specified (who does it, who is it for)
✓ Template Type assigned (First, Subsequent, Output-Only, etc.)
✓ Tags and Keywords assigned (searchable)
✓ Milestone details complete (if milestone play)
✓ Save-Output flags per step (TRUE for deliverables, FALSE for intake)
✓ Step Types specified (Input, Choice, Output, etc.)

ALL PLAYBOOKS:
✓ Playbook has single, clear job (not multi-part)
✓ Playbook assigned to exactly one section (Foundation, Alignment, Positioning, Operations)
✓ Playbook assigned edition (Standard, Luxury)
✓ Prerequisites clearly stated
✓ Duration estimated realistically
✓ Key outputs (ella-ments) listed
✓ Play sequence clear with roles and jobs
✓ Milestone defined with title, description, celebration flag
✓ Handoff instructions specific (deliverables, success criteria, next step)
✓ Plays ordered: first play, subsequent plays, bookend/revision plays

SYSTEM-WIDE:
✓ 28 builder plays (produce ella-ments)
✓ 6 standalone plays (complete outcomes)
✓ 9 playbooks (sequence plays)
✓ All 18 required/strongly-preferred ella-ments produced by at least one play
✓ All sub-jobs from system job covered by at least one play
✓ No orphan plays (every play used by at least one playbook or stands alone)
✓ Sequences logical: foundation → strategy → execution → optimization
✓ No two Output-Only plays in succession within playbooks
✓ Edition sections organized with purpose (Foundation, Alignment, Positioning, Operations)
✓ Milestone plays distributed across all playbooks (min 1 per playbook, typically 1-2)
✓ Voice anchored in Brian Sooy's field-tested advisor style
✓ Tags adapted for home services (not real-estate)

================================================================================
END PLAY & PLAYBOOK ARCHITECTURE v2
================================================================================

DOCUMENT METADATA:
Version: 2.0
Generated: February 10, 2026
Module: ss-play-playbook-architect
Source: System job, voice profile, framework catalog, ella-ment map, content map, prior playbook specs
Status: Complete, field-ready, ready for builder skill invocation
Total Plays: 34 (28 builders + 6 standalone)
Total Playbooks: 9
Ella-ments Covered: 18 (100% coverage of required/strongly-preferred)
Sub-Jobs Covered: 100% (all major sub-jobs from system job)
Milestones: 12 (1-2 per playbook, spanning all phases)
Estimated Implementation: 90 days (phased across three 30-day phases)
Quality: All plays verified against checklist. All playbooks have handoff instructions. System flows logically Foundation → Clarity → Alignment → Relevance/Experience → Ongoing Improvement.