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 24 before you quote anything, because the revision round is where this trade's money actually goes and almost nobody prices it.
3. BUILD THE BANK. Approved, undated content in reserve, measured in days, targeted at your longest planned absence plus a margin. Every other failure in this book is downstream of a bank at zero - including the ability to decline to publish something, which is the judgement clients are actually paying for.
4. COUNT REVISION ROUNDS PER ASSET FROM THE FIRST CYCLE. One consolidated set of changes is one round. Record it at the end-of-cycle check rather than from memory, and record who initiated it - taste, a missing brief, or your own error.
5. NEVER OFFER UNLIMITED REVISIONS, in any form or wording. The cost is unbounded and the price is not, and the clients who use the most rounds are the ones who negotiated hardest on price.
6. WRITE THE VOICE DOCUMENT BEFORE THE FIRST DRAFT and test it against three drafts. Build it from three things they actually wrote, chosen by them - never from adjectives, because every client says friendly and professional and no two of those mean the same thing.
7. STATE THAT A CHANGE OF BRIEF IS NOT A REVISION, with examples - and flag every brief change even when you do it anyway, because an unflagged one becomes the expectation by month four.
8. PUT THE DEADLINE INSIDE THE SUBMISSION MESSAGE, with numbered items and an explicit ask for consolidated changes. Most extra rounds are caused by the submission rather than the content.

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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