Answer
Where Brew goes in five years and the one sentence we hold ourselves to; the sources give the core sentence and the version ladder, but no vision or mission was ever written, so the call is Param's and a proposal sits in Open.
Today
What the sources already say
| Piece | Words | Source |
|---|---|---|
| Core sentence | Your store's marketing team, in one feed | brew/docs/handover/product/00-overview.md:7 |
| Plain promise | Paste your store link. Get this week's marketing ideas, already drafted. Pick the good ones and hand them off | brand-directions/BRIEF.md section 2 |
| Scope | A global feed that suggests Plays and acts on the brand's own stack, never a commerce platform | memory brew-name-and-scope |
| The ladder | v1 drafts and hands off, v2 posts and schedules with a yes, v3 shows what worked, v4 runs ads inside rules | brand-directions/book/content/a.js a-5 ladder |
| The dial | Suggest, Prepare, Schedule, Run within rules, set per area and per channel, starting at the lowest | brand-directions/BRIEF.md section 3.6 |
| The longer plan | To own outcomes, with landing pages, holdouts and outcome based pricing; internal only, never in shareable copy | brand-directions/BRIEF.md section 2 |
| Tone | Fun and playful, never serious or creepy; user first | memory brand-directions-2026-10-25 |
| What v1 never does | Post, write to accounts, send to customers, measure | brew/SCOPE.md:32-40 |
What does not exist
- No vision statement or mission statement in any source brand-directions/book/content/a.js a-1 brand-directions/BRIEF.md section 2
- The product's future name is open memory brand-directions-2026-10-25
Tomorrow
| Item | Version | Tag |
|---|---|---|
| A vision line for the team and investors | v1 | New, once Param picks |
| A mission line that every Play and card can be checked against | v1 | New, once Param picks |
| The core sentence stays the outward promise | v1 to v4 | Stays |
| The mission line grows with the ladder without changing who we are | v2 to v4 | Changes |
How we do it
- The vision is for us and investors; customers see the core sentence and the plain promise.
- Check every new feature against the mission line: does it give the founder back time or confidence on their own stack.
- When Param picks, record it in the decisions log and update the one page and the investor story the same day.
Numbers
| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Stores with a weekly hand off | The north star, the number the mission is judged by | See north star and goals | Proposed |
Open
- The vision. Proposal: "In five years, every online store has a marketing team that reads its store every week, drafts what to do, ships it with the owner's yes and learns what worked."
- The mission. Proposal: "Give every store owner this week's marketing, drafted from their own store, with a source on every number, and keep them in charge."
- Does the internal plan to own outcomes belong in the vision? Proposal: keep it out of the vision line and in strategy, so the vision can be shared with partners.