::: hero ^ One of three phases # Idea Forge ::: lede The decision it settles: what argument you want to be known for, and how you say it. ::: ::: narrow - The core of the work: the argument you'll be known for, built into frameworks, language, and an outline you can use. - This is the hard part of a book proposal, done for its own sake, whether or not a book follows. Idea Forge is the second phase. It builds on Authority Foundation, which settles who you're targeting and tests your big idea, and it comes before Platform Strategy. ::: => [Book an exploratory call](https://calendly.com/davidmoldawer/half-hour-call) ::: ::: section ::: split ::: head ^ At a glance ## The scope, *in brief.* ::: ::: body ::: facts - **The decision.** What argument you want to be known for, and how you say it. - **Right for you if.** You already know your big idea and who you're targeting, and you want to build it out into an argument, frameworks, and language people repeat. - **How we work.** A long intake session, then drafts shared in stages, with a one-hour call each week for about three weeks. - **You receive.** The Playbook: one designed document in your colors, with an editable version for your team. - **Not included.** A book proposal, a manuscript, or a finished keynote, course, or podcast. The Playbook is the argument and the outline you build those from. ::: ::: ::: ::: ::: band ::: split ::: head ^ What it covers ## Inside *Idea Forge.* ::: ::: body - The central thesis, stated once. - The pillars that hold it up, and what makes the argument distinct from everyone else's. - Proprietary frameworks and a methodology, named. - The stories, research, and examples that prove it. - Signature language: the phrases people will repeat. - An outline of the body of work: a book, a keynote, a course, a podcast, or a program. ::: ::: ::: ::: section ::: split ::: head ^ How it runs ## From intake *to finished Playbook.* ::: ::: steps ::: step ### Intake session A long conversation to get everything you know on the table. ::: ::: step ### Drafts in stages Frameworks can't be produced live in a room. This is real writing: I write, you read, and each week for about three weeks we go through a draft together on a one-hour call. ::: ::: step ### Your revisions You mark up each draft and I revise it. ::: ::: step ### The finished Playbook The finished document, with an editable version and a two-page overview for your team. ::: ::: ::: ::: ::: band ^ What you receive ## A document *your team can use.* ::: lede The Playbook holds everything we built in one designed document, with an editable version for your team. ::: ::: document ^ Example contents ### The Playbook - 01 Your central thesis - 02 The opposite test - 03 What makes it distinct - 04 The pillars - 05 The named framework - 06 The method, step by step - 07 Signature language: a glossary - 08 Story bank - 09 Research and sources - 10 Examples and cases - 11 Conceptual outline - 12 Formats: book, keynote, course, podcast - A two-page overview for your team **A closer look at section 05.** The structure people will remember you by, with its name, its parts, and the order they come in. ::: note An example of the kind of document you receive. Yours is written for you, and its sections may differ. ::: ::: ::: ::: section ^ After this phase ## What comes *next.* ::: narrow The Playbook is yours either way. If you want more, Platform Strategy is the next phase, priced and agreed on its own. If a book is where the Playbook points, we talk about how to build toward it, as a separate conversation. ::: ~> [Platform Strategy](/how-it-works/platform-strategy/) ~> [Back to The Work](/#three-phases-designed-to-work-in-sequence) ::: ::: closing ^ Next step ## Start with *one conversation.* ::: lede A free, 30-minute exploratory call. Engagements begin at $12,500. ::: => [Book an exploratory call](https://calendly.com/davidmoldawer/half-hour-call) :::