How this one is meant to be worked through, in the author's own words:

1. Read Chapters 5 to 8 first, in order. They are the four rules and every later chapter refers back to them.
2. Then read Chapter 20 before you quote anything, because the profile decides more about a campaign's economics than any decision made after it.
3. VERIFY, THEN SCORE, THEN DELIVER - in that order, always. A score computed on unverified fields is a confident number about nothing, and every failure in this trade is one of those three steps skipped or reordered.
4. MARK EVERY FIELD verified, asserted or empty. There is no fourth category, and nothing is ever guessed.
5. LEAVE THE FIELD EMPTY rather than fill it with a plausible value - a salesperson who finds a blank looks it up, and one who finds a wrong value uses it.
6. NEVER LET A MODEL PRODUCE A FIELD VALUE. Not one, not ever, not as a starting point, and not as a suggestion for you to accept - because acceptance is not verification and a generated value is indistinguishable from a found one once it is in a spreadsheet.
7. GET THE THRESHOLD WRITTEN, VERSIONED AND DATED, as gates plus a small weighted score, with a worked example of a record that meets it and one that does not, and each criterion marked source-verifiable, form-askable or neither.
8. REMOVE ANY CRITERION THAT IS NEITHER VERIFIABLE NOR ASKABLE. It cannot be applied, and saying so early prevents a rejection argument later.

Written to be used rather than skimmed. Every financial figure is left blank on purpose, and anything touching law, tax, insurance or data protection is written as questions for a qualified professional rather than answers.

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