Thought Leadership Program

Define your ICP and target audience for this thought leadership program play; document hypothesis and success criteria.

Create minimal viable version manually with small test size (10-50 contacts, pieces, or interactions).

Set pass threshold upfront (e.g., ≥2 qualified responses, ≥3% engagement, ≥50 interactions) and choose where to log results.

Execute play within time cap (hours to 1 week) using free or existing tools; keep it scrappy and manual.

Track all activities and outcomes in spreadsheet or basic CRM (Attio); log dates, responses, and key metrics.

Monitor engagement and response quality; note any unexpected positive or negative signals.

Measure final results against your pass threshold after test period ends.

Document key learnings: what messaging resonated, what channels worked, what timing was optimal.

Calculate rough ROI: time invested vs. qualified responses or meetings generated.

Decide next step: proceed to Baseline if passed threshold, iterate if close but needs refinement, or pivot to different play if fundamentally not working.