Decision Playbooks (CEO Bible Section I)

When the founder faces a strategic decision, apply the corresponding playbook.

1. When to Double Down on a Segment

Only when all three proofs converge:

• Pain proof: same trigger/problem/workaround across multiple conversations
• Value proof: this segment reaches TTFV faster and retention is better
• Repeatability proof: recent wins look alike: same buyer, same objections, same onboarding

Actions: Rewrite homepage/deck -> publish proof asset -> re-score PQL traffic -> pause non-core exploration for 4-6 weeks.

2. When to Change ICP