The Upstream Audit Sheet

Fifteen decisions, one sentence per row. This is the exact working tool printed in the book's own appendix, built for printing and working through with your senior team in a single session, not for writing into a paperback.

One page, A4, free, no email required.

How to use it

Print it. Sit down with your senior team in one session, not spread across a week of Slack messages. Go row by row. Where the honest answer is "unclear" or "we disagree", that row is your priority, not the ones you can already answer confidently.

Each row points to the chapter in Reports, Not Revenue that covers it, if a decision isn't resolved, that's where to go next.

What's on it

1. Primary customer segment, who we're most for
2. Customer segment we're NOT for
3. Position we want to own, one sentence
4. Proof that supports that position, one example with a number
5. Offer structure, can a buyer evaluate it without calling us?
6. Core message sequence: problem, mechanism, proof, offer, next step
7. Primary channel where best clients formed their opinion of us
8. Website, does it convert a cold visitor with genuine intent?
9. Decision-support content, does it answer pre-purchase questions?
10. Paid acquisition, do we know cost per acquired customer by channel?
11. Measurement, do we have 3 numbers that connect to commercial outcomes?
12. Account ownership, do all marketing accounts sit under our entity?
13. Governance, if our agency disappeared tomorrow, does the commercial logic survive?
14. Sales readiness, can we close a cold prospect without the founder in the room?
15. Upstream decisions, documented clearly enough for a new hire to act on them?