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 you agree to anything. It is the rule whose failure keeps running after the work has stopped.
3. ASK WHAT SHIPPED, AT THIRTY DAYS, EVERY TIME. It is the only performance information this trade offers, it is the leading indicator of the whole business, and it feeds the hook library. Say at the start that you will ask, so it is collaborative rather than a favour.
4. STATE THE LICENCE IN FIVE TERMS - term, territory, media, paid amplification, exclusivity - on every quote, every time. Anything unstated resolves against you, silently, and footage of you does not come back.
5. QUOTE PRODUCTION AND LICENCE AS TWO LINES. A single number prices one and grants the other by omission, and something priced can be re-priced when it expires.
6. Never let a product ship before the spec is confirmed in writing. The timeline starts when it arrives, and every renegotiation afterwards happens under pressure.
7. PRICE WHITELISTING SEPARATELY, ALWAYS, WITH A REVOCATION DATE YOU DIARISE AND ACTION YOURSELF. It is the only arrangement here where an advertisement runs from your own handle, to your own audience, under your own name.
8. REFUSE SYNTHESIS AND AI-DERIVATION CLAUSES, and exclude them explicitly in writing whenever raw footage is supplied. That is a decline rather than a negotiation.
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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