This is the first skill we run for any client, because every other skill reads from it. Without a playbook, personalisation is guesswork wearing a first name.
Evidence before ambition
Verticals are ranked by the proof that already exists: which industries appear in your case studies, which testimonials are strongest, where deals closed fastest. Not where you would like to win, but where you demonstrably already do.
This is the difference between a playbook that survives contact with a real market and one that reads well in a board deck.
ICPs that a list can be built from
Each ICP carries the filters someone can actually target on, plus the personas inside the account and the pain each one feels.
Why it comes first
Every other skill reads from this document. Targeting ideas are derived from its verticals, copy quotes its proof, and battlecards position against its value props. Running personalisation without it produces mail that uses a first name and says nothing.
What you receive
A formatted PDF, structured to be read by a human rather than parsed by a machine. Company overview, social proof, five ranked verticals, ICPs with personas, and the pain to value map.
Runs well with
Skills compound. These are the ones we usually install alongside it.