The working shelf

Playbooks for decisions you can test.

Seven substantial guides connect audience evidence, responsible execution and measurement. Start with the uncertainty closest to your current decision.

Field guide 01 Search Systems IM Success Lab

Search Systems — Technical checks, intent mapping and crawl evidence.

Audit technical basics that affect discoverability.
Map intent groups and the pages that answer them.
Use crawl and log evidence to decide what is working.

40 min · worksheet · beginner

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Field guide 02 Content Signals IM Success Lab

Content Signals — Build briefs from questions, gaps and observable demand.

Find questions and gaps your audience cares about.
Turn insights into briefs and angle options.
Plan content that earns links and shares.

45 min · worksheet · beginner / intermediate

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Field guide 03 Email Experiments IM Success Lab

Email Experiments — Design useful sequences and measure beyond opens.

Build sequences around value and reader intent.
Experiment with subject lines and timing.
Track replies, clicks and meaningful conversions.

35 min · worksheet · beginner

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Field guide 04 Audience Research IM Success Lab

Audience Research — Turn interviews and behaviour into testable decisions.

Plan interviews that surface useful insights.
Analyse behaviours and friction points.
Turn findings into testable hypotheses.

50 min · worksheet · intermediate

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Field guide 05 Partnership Design IM Success Lab

Partnership Design — Structure collaborations with clear value and boundaries.

Identify partner types and mutual value.
Define offers, roles and expectations.
Track outcomes and strengthen relationships.

40 min · worksheet · intermediate

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Field guide 06 Measurement Notes IM Success Lab

Measurement Notes — Define hypotheses, guardrails and decision thresholds.

Write clear hypotheses and success metrics.
Set guardrails and avoid misleading signals.
Decide, learn and document outcomes.

45 min · worksheet · intermediate / advanced

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Field guide 07 Editorial Workflow IM Success Lab

Editorial Workflow — Move from idea to publishable, maintainable work.

Prioritise ideas and build an editorial plan.
Create, edit and optimise with purpose.
Maintain content that compounds over time.

40 min · worksheet · beginner / intermediate

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Choose your first experiment

Start with the part of your system that is uncertain.