How to Use This Reference

You've read the Core: the motion, the foundations, and the operating system that runs them. This second half is different. Don't read it straight through.

The seven channels here are instruments you plug into the motion. None of them is the motion. No company runs all seven well, and trying to is the old playbook at a faster clip. So triage:

• Presence is everyone's baseline. It's the new top of the funnel. Start there whatever your motion.
• Then read the two or three the diagnostic named for you. A self-serve, founder-led motion lives in Organic Social and Content. A trust-critical, named-account motion lives in Outbound and Field Events. Paid is an amplifier you turn on after a motion works.
• Skip the rest until you need them. Each chapter opens with a "Read this if…" line.

One capstone follows the seven: Forge Your Own Channel, on trading rented reach for a channel you own.