Influence operations
Running a campaign honestly: what to do at each stage, where the line is, and the gate you must pass before the next one.
Set an objective you could read aloud to the audience
What change, in whom, by when, and how will you know?
Understand the audience by listening, and segment by need
Who exactly are you trying to reach, and what do they already believe and need?
Write a true claim and frame it so this audience can hear it
What is the truthful claim, and how do you frame it so this audience can hear it?
Choose trusted messengers and channels, with the source visible on every item
Where and through whom will the message travel, with the source visible?
Make products that are plain, accessible, sourced, and labelled
What will you actually make, and does every element earn its place honestly?
Test with informed participants, then put every product through an approval gate
How do you find out what works without deceiving the people you test on, and who signs off?
Distribute at a pace and volume you could defend in public
How do you put it in front of people at a pace and volume you could defend in public?
Measure whether the behaviour changed, and what the campaign cost the audience
Did the change you wanted happen, and what did it cost the audience?
Settle the account with the audience and lower the temperature
What do you owe the audience now, and what do you change next time?
Your plan
Each chapter has a worksheet and a gate. Your answers are kept in this browser only. When you are done, export everything as one document.