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 6 again before your next presentation, because it is the rule that decides whether the project ends this month or in four.
3. GATE THE DIRECTION. Two or three territories - positions rather than styles - presented as boards before any mark is drawn, with one approved in writing. A choice made where choice is cheap: a territory costs an hour and a concept costs a day.
4. PRESENT ONE RECOMMENDATION, not a menu. A client shown three marks is being asked which they prefer, which is a taste question they will answer with taste - theirs and their family's - and the most literal option wins because it is easiest to explain to somebody who was not briefed.
5. STATE THE CONCEPT COUNT IN THE QUOTE and hold it. 'Unlimited concepts until you're happy' is a promise made by people who have not counted, and it transfers the entire cost of an unstructured decision onto you.
6. COUNT CONCEPTS PER APPROVED MARK, on every project, from the first one. One tally mark, and it is the only leading indicator this trade has.
7. WRITE THE BRIEF BACK AND GET IT SIGNED, with criteria rather than adjectives - 'must work embroidered on workwear', 'must not be confusable with these three' - because a criteria decision closes and a taste decision does not.
8. Ask WHERE THE MARK WILL PHYSICALLY APPEAR, by describing places rather than processes. Most clients do not know what 'engraved' implies and all of them know where their logo will go.

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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