ORDER STRATEGY › INSIGHT › BIG IDEA › EXPRESSION › SURFACE › FLOORFEEDBACK LOOPS 3 back to The Promise, 2 back to MoneyNODES0EDGES0
Scroll down to build the map, one layer at a time: strategy and insight first, then the Big Idea in the middle, then the work that comes from it. The feedback loops light up last.
BUILDING · T0 STRATEGY
Move your mouse over any box to see details. Click a box to pin it open and see its checklist.
Every box shows how sure we are. Every box opens a checklist of what is left.
READINESS
0%
of the important work is done
0%
plain average, counting every box the same
A done box counts as 1, a partly-done box counts as half, and a not-built box counts as 0, across 37 boxes we score. The important number sizes each box by how many others need it to exist. The nine C·READ boxes are not scored (they are ideas, not built parts). CRM/Retention is on hold on purpose (gray) and is left out the same way. Creative Brief and Big Idea are both scored, and both are not built yet, so the honest score drops once those two land. That drop is the point, not a mistake.
WHAT THIS SCORE IS FOR
Household penetration · buyers reached
BASELINE 0.1% HHTARGET not set
We now have a real starting number (Numerator study): 0.1% of households buy it, about 144,700 households, spending $10.62 per household, 1.2 times a year. Each extra point of that percentage would add about $2.0 million in sales, and buying half a time more often per year would add about $1.1 million. No goal has been set for this number yet. Government filings confirm 2022: $1.58 million in sales, a 32.29% profit margin, a $1.54 million loss, and 30% of sales from restaurants. The 2026 pitch numbers (about $12 million yearly sales pace, 10,000-plus stores, about 50% restaurants) are not backed up by proof yet.
HOW SURE ARE WE, OVERALL
HOW TO READ THE COLORS
DONEthis part is built
PARTLY DONEstarted, not finished
NOT BUILT YETstill to do
ON HOLDpaused on purpose
HOW SURE ARE WE
●
MEASUREDa real number backs it up
◐
SEENwe have seen the actual thing
○
BEST GUESSour opinion, no proof yet
?
NOT SEEN YETmight exist, we have not checked
✕
MISSINGchecked, and it does not exist
HOW PIECES CONNECT
MUST HAVEthe next piece cannot exist without this one
HELPSthis piece helps the next one, but is not required
SPECIAL LABELS
C · READshaded boxes; these are ideas, not scored
▲
GUIDESshows what this idea guides, not a count
A FEW MORE TIPS
NOTES ON THIS BUILD · VERSION 10.1
This board is laid out in six layers, top to bottom, using the real, full set of data (41 starting boxes). An earlier file we were given was missing 7 pieces (marked U37, U38, U39, U40, U41, U42, U43) and had already combined two ad channels into one box; we found the real, complete data for all of it, so nothing here is made up or guessed. The cost-position piece is folded into the C07 Economics box, keeping all of its facts (profit margin, what people will pay, the cost risk from a rival's new factory and a tax change). In total: 47 boxes and 104 connecting lines.
What changed in this version: the Big Idea box moved. It used to sit as a wide band above everything, which made it look like it controlled the whole board. Now it sits in a narrow band lower down, directly under Insight and directly above the three things it actually guides: Content, Paid Media, and PR. New order, top to bottom: Strategy, Insight, The Big Idea, Expression, Surface, Floor. This also shortens the longest line on the board: the line from the Creative Brief to the Big Idea used to run all the way past the entire Strategy layer; now it is a short, one-step drop. We also put back two connections that were dropped by mistake (Measurement to Shopper Perception, and Measurement to Operator Perception), and put back a line of text about The Promise that was cut by mistake. CRM/Retention is marked "on hold" on purpose and is left out of the score; that is now said plainly here and in the score note, instead of being left unsaid.