Playbooks
The Positioning Playbook
Rhett's full sequence for authoring a category-leading positioning statement — from intake to pressure-test to executive sign-off.
45 min · 28 pages IntermediatePDFNew
Resource Library
The executive knowledge base
behind the methodology.
Playbooks, frameworks, worksheets, templates, prompt packs, and case studies — curated by Rhett Butler and extended by Aiva Laurent. Search, preview, and bring any resource directly into the Strategy Lab.
16 of 16 resources
Frameworks
Contrast Matrix Framework
The five-axis positioning frame Rhett uses with executive clients — audience, frame, differentiation, proof, strategic enemy.
20 min IntermediateSlides
Worksheets
Positioning Authoring Worksheet
A guided worksheet that walks a founder or marketing lead through their first defensible positioning statement.
30 min FoundationalWorkbook
Templates
Messaging Architecture Template
A complete messaging architecture template — narrative, pillars, proof, tone — formatted for executive distribution.
40 min IntermediateDocNew
Checklists
Brand Launch Readiness Checklist
The 42-point readiness checklist Rhett's clients use before any major launch — strategy, message, system, and team.
15 min FoundationalPDF
Prompt Library
Aiva Prompt Pack — Brand Strategy
Forty production-ready prompts to run with Aiva in the Strategy Lab — positioning, messaging, research, audit.
Reference IntermediateNotionNew
Playbooks
AI-Native Content Workflow Blueprint
An end-to-end AI workflow for a weekly long-form essay — inputs, prompts, quality gates, and human review.
60 min AdvancedPDF
Case Studies
Atlas Capital — Repositioning in 90 Days
An annotated case study of how a B2B services firm repositioned, rewrote the homepage, and lifted qualified pipeline 38% in a quarter.
25 min · 14 pages IntermediatePDF
Case Studies
Halo Health — Launching a Premium Category
How a challenger brand authored a new premium subcategory — from frame-of-reference choice to launch sequencing.
30 min · 18 pages AdvancedPDF
Strategy Briefs
Category Intelligence Brief — Premium DTC
An executive brief on the forces, frames, and frontier of premium DTC over the next 24 months.
20 min AdvancedPDF
Marketing Calendars
90-Day Integrated Marketing Calendar
A week-by-week integrated marketing calendar — owned, earned, paid — built to ladder up to a single objective.
Adapt in 60 min IntermediateCSV
Marketing Calendars
90-Day Editorial Content Calendar
Editorial cadence built around content pillars, formats, and distribution — designed to compound authority.
30 min FoundationalCSV
Brand Audits
Brand Power Scorecard — Self Audit
The seven-pillar self-audit Rhett uses with executive teams to surface where the brand is leaking value.
60 min IntermediateWorkbookNew
Brand Audits
Homepage Strategy Audit Worksheet
A five-lens audit of any homepage — clarity, hierarchy, narrative, proof, conversion — with rewrite starters.
45 min FoundationalWorkbook
Competitive Analysis
Competitive Teardown Template
A side-by-side teardown template built to surface strategic openings — not just describe rivals.
50 min IntermediateSlides
Frameworks
Four Currencies Persona Framework
Build personas grounded in psychology — status, identity, belonging, risk — rather than demographics.
25 min IntermediatePDF