---
id: '2.13'
title: 'The loop, step by step'
dept: product
status: generated
owner: Param
branded: false
last_verified: '2026-10-26'
sources:
  - docs2/content/pages.mjs
  - docs2/content/inventory.mjs
  - docs2/data/plays.json
  - docs2/data/catalogue.json
---

# The loop, step by step

## Answer

The loop that runs every week, with every item in it: evidence, plays, cards, the jam, briefs and deliverables, learnings.

## Today

### Evidence

We read your store and what is around it, 68 sources in all, 67 read today, and keep reading, so every idea starts from something real.

68 sources in 7 groups.

#### Your store

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Your website | Pages, policies, look, tech and the path to checkout, walked but never paid | First read, again if a step failed | Live | Stays |
| Your catalog | Prices, stock and new products | Every 3 hours | Live | Stays |
| Page speed | How fast your pages open on a phone | First read, then daily | Live | Stays |
| Page health | A score for your home and best pages | Every week | Live | Stays |
| Your review app | Totals and recent reviews | Every 8 hours | Live | Stays |
| Your Instagram | Your recent posts | First read | Live | Stays |
| Your YouTube | Your top videos | First read | Live | Stays |

#### Your accounts

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Shopify | Orders, checkouts left, repeat buyers and stock, read only | Every 3 hours | Once connected | Stays |
| Meta Ads | Spend, return and your winning ads, read only | Every 3 hours | Once connected | Stays |
| Google Analytics | Visits, sources and purchases, read only | Every 6 hours | Once connected | Stays |
| Google Ads | Spend and conversions, read only | Every 6 hours | Once connected | Stays |
| Klaviyo | Lists and which flows are live, read only | Every 12 hours | Once connected | Stays |
| Judge.me | Your rating and the low reviews still waiting for a reply | Every 6 hours | Once connected | Changes |
| Slack | Replies in your team's threads, never used as evidence | Every day | Once connected | Stays |
| Files you drop in | Decks, notes, PDFs and pictures, read only after your team checks them | When you drop one | Live | Stays |
| Marketplace account | Your Amazon prices against your site | Every day | Off | New |

#### What people say

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Reddit | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| YouTube comments | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| X | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| TikTok | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Instagram comments | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Instagram tags | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Threads | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| LinkedIn | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Pinterest | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Telegram | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Facebook comments | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Trustpilot | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| Google reviews | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| The news | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |
| The web and forums | Public talk about you, your rivals and your category | Every 8 hours, a full sweep daily | Live | Stays |

#### Where you sell

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Amazon | Listings, prices, ratings and reviews | Weekly, reviews daily | Live | Stays |
| Walmart | Reviews, in the US | Every day | Live | Stays |
| Nykaa | Price, rating and reviews, in India | Weekly, reviews daily | Live | Stays |
| Flipkart | Price, rating and reviews, in India | Weekly, reviews daily | Live | Stays |
| Myntra | Price, rating and reviews, in India | Weekly, reviews daily | Live | Stays |
| Blinkit | Shelf price, stock and delivery time by city, in India | Every week | Live | Stays |
| Zepto | Shelf price, stock and delivery time by city, in India | Every week | Live | Stays |
| Instamart | Shelf price, stock and delivery time by city, in India | Every week | Live | Stays |

#### Rivals and trends

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Meta Ad Library | Your live ads and your rivals' | Rivals every 2 hours, yours every 12 | Live | Stays |
| TikTok ad library | How many ads your rivals run | Every week | Live | Stays |
| Google ad library | How many ads your rivals run | Every week | Live | Stays |
| LinkedIn ad library | How many ads your rivals run | Every week | Live | Stays |
| Rival websites | Their prices, claims and launches | Every day | Live | Stays |
| Google results | Who ranks for your category's searches | First read | Live | Stays |
| Google Trends | Demand over the last 90 days | Every 6 hours | Live | Stays |
| Search volume and cost per click | Where you stand in search against your rivals | Every week | Live | Stays |
| Google suggestions | Where you stand in search against your rivals | Every week | Live | Stays |
| Search traffic | Where you stand in search against your rivals | Every week | Live | Stays |
| Who you compete with on Google | Where you stand in search against your rivals | Every month | Live | Stays |
| Keyword gaps | Where you stand in search against your rivals | Every month | Live | Stays |
| Links to your site | Where you stand in search against your rivals | Every month | Live | Stays |
| Shopping prices | What the same products cost elsewhere | Every week | Live | Stays |
| Bestseller lists | What sells in your category | Every week | Live | Stays |
| Tech stack | The tools you and your rivals run | Every quarter | Live | Stays |
| Instagram followers | Yours and your rivals' | Every week | Live | Stays |
| Viral videos | Short videos beating their creator's usual views | Every week | Live | Stays |
| Web traffic | Monthly visits, yours and theirs | Every month | Live | Stays |

#### AI answers

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| ChatGPT | Whether it names you for real shopper questions, which rivals and which sites | First read, then weekly | Live | Stays |
| Gemini | Whether it names you for real shopper questions, which rivals and which sites | First read, then weekly | Live | Stays |
| Perplexity | Whether it names you for real shopper questions, which rivals and which sites | First read, then weekly | Live | Stays |
| Claude | Whether it names you for real shopper questions, which rivals and which sites | First read, then weekly | Live | Stays |
| Google AI answers | How often Google's AI answers name you | Every month | Live | Stays |

#### Calendar and news

| Source | What it reads | When | Today | Tomorrow |
|---|---|---|---|---|
| Public holidays | Holidays in your markets | Every year | Live | Stays |
| Festivals and sale days | Moments worth planning for, dates checked | Dates checked weekly | Live | Stays |
| What is new | News from your category, your rivals and the ad platforms | Every 4 hours | Live | Stays |
| Weather | A 7 day forecast for your top cities | Every day | Live | Stays |
| Company facts | Founders, funding and press | First read | Live | Stays |

### Plays

Plays are your marketing plan, written from the evidence: 65 kinds, from positioning to win back emails, each with what to do, why and what to watch.

65 plays.

#### Know the brand

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 1 | Product marketing | Positioning and a messaging house | Core | Stays | v1 |
| 2 | Customer research | A system for hearing customers | Core | Stays | v1 |
| 3 | Competitive intelligence | Dossiers on five rivals | Core | Stays | v1 |
| 4 | Marketing psychology | Nudges across the buying journey | Core | Stays | v1 |
| 5 | Marketing council | One strategic call, argued out | Core | Stays | v1 |
| 6 | Marketing plan | The overall marketing plan | Core | Stays | v1 |
| 7 | Pricing | A price ladder and subscriptions | Core | Stays | v1 |
| 8 | Offer design | Offers worth taking | Core | Stays | v1 |
| 9 | Analytics and measurement | A tracking plan | Core | Stays | v1 |
| 10 | Attribution and measurement | An order ledger that says what worked | Core | Stays | v1 |
| 54 | Community research | One question for each community | From listening | Stays | v1 |

#### Get found

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 11 | SEO | A search audit of the site | Core | Stays | v1 |
| 12 | Site architecture | A site map people and search can follow | Core | Stays | v1 |
| 13 | Schema markup and structured data | Structured data for search and AI | Core | Stays | v1 |
| 14 | Programmatic SEO | Useful pages at scale | Core | Stays | v1 |
| 15 | AI search optimisation | Being cited in AI answers | Core | Stays | v1 |
| 16 | Content strategy | A content engine | Core | Stays | v1 |
| 17 | Competitor and alternative pages | Comparison pages | Core | Stays | v1 |
| 18 | Directory submissions | Directories and lists to be on | Core | Stays | v1 |
| 19 | Public relations | Earned media | Core | Stays | v1 |
| 58 | AI search from fixed buyer questions | Fixing what AI answers say about you | From listening | Stays | v1 |
| 63 | Search demand pulse | Pages for rising searches | From listening | Stays | v1 |

#### Reach people

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 20 | Paid ads | A paid media system | Core | Stays | v1 |
| 21 | Ad creative | Meta ad creative | Core | Stays | v1 |
| 22 | Marketing images | An image system | Core | Stays | v1 |
| 23 | Video production | A video system | Core | Stays | v1 |
| 24 | Social media | A social content system | Core | Stays | v1 |
| 25 | Influencer and creator marketing | Creators who prove it | Core | Stays | v1 |
| 26 | Co marketing and partnerships | Partner brands | Core | Stays | v1 |
| 27 | Events and field marketing | Events in the field | Core | Stays | v1 |
| 28 | Launch strategy | A launch or relaunch | Core | Stays | v1 |
| 52 | Ad angles from what people say | Ad angles in your buyers' words | From listening | Stays | v1 |
| 53 | Social posts from what was heard | Posts and replies from what people say | From listening | Stays | v1 |
| 55 | Seasonal and festival planning | Plans for the next 90 days of moments | From listening | Stays | v1 |
| 56 | Weather triggered plays | Ads that follow the weather | Automation | New | v2 |
| 57 | Rival weakness switch plays | Winning over rivals' unhappy buyers | From listening | Stays | v1 |
| 59 | Creator seeding from people already posting | Seeding people already posting | From listening | Stays | v1 |
| 60 | Hooks from video reads | Hooks and scripts from videos that work | From listening | Stays | v1 |

#### Win the sale

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 29 | Copywriting | Copy for every step of the funnel | Core | Stays | v1 |
| 30 | Copy editing | A copy edit everywhere | Core | Stays | v1 |
| 31 | Conversion rate optimisation | More first orders from the same visits | Core | Stays | v1 |
| 32 | Signup and account creation | Checkout and sign up | Core | Stays | v1 |
| 33 | Popups and overlays | Popups that capture | Core | Stays | v1 |
| 34 | Lead magnets and opt in content | Lead magnets | Core | Stays | v1 |
| 35 | Free tools | Free tools | Core | Stays | v1 |
| 36 | Upsell and subscription moments | Upsells and reorders | Core | Stays | v1 |
| 37 | A and B testing and experimentation | An experiment engine | Core | Stays | v1 |
| 38 | Marketplace and quick commerce listing optimisation | Marketplace and quick commerce listings | Core | Stays | v1 |
| 51 | Answers from what people ask | Answers to buyer questions on your pages | From listening | Stays | v1 |
| 61 | Price and offer from shopping position | Your shelf price and offer | From listening | Stays | v1 |

#### Keep them coming back

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 39 | Email and lifecycle marketing | Lifecycle emails | Core | Stays | v1 |
| 40 | SMS and WhatsApp marketing | WhatsApp and SMS | Core | Stays | v1 |
| 41 | Post purchase onboarding | The first weeks after an order | Core | Stays | v1 |
| 42 | Retention and churn prevention | Keeping customers | Core | Stays | v1 |
| 43 | Referrals, affiliates and reviews | Referrals and reviews | Core | Stays | v1 |
| 44 | Community marketing | A brand community | Core | Stays | v1 |
| 62 | Review and complaint fix from listening | Fixing the top complaint | From listening | Stays | v1 |
| 64 | Automations from signals | Standing rules, approved once | Automation | New | v2 |
| 65 | Emails that answer what people ask | Emails that answer real questions | From listening | Stays | v1 |

#### Grow beyond

| # | Play | What it does | Kind | Tomorrow | Version |
|---|---|---|---|---|---|
| 45 | B2B prospecting | Business buyers to reach | Core | Stays | v1 |
| 46 | Cold outbound | Outbound to businesses | Core | Stays | v1 |
| 47 | Sales enablement | Decks and kits for selling | Core | Stays | v1 |
| 48 | Revenue operations | One customer record | Core | Stays | v1 |
| 49 | Marketing loops | Always on growth loops | Core | Stays | v1 |
| 50 | Marketing ideas | Ranked ideas to try | Core | Stays | v1 |

### Cards

Plays and watchers become one ranked feed: five picks on Monday, questions only you can answer, and stories that last a day.

34 kinds of card in 10 groups. The rings: Your brand today, Trends, Popular ads, Industry news, How to, Your week.

#### From your plan

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| A play card | One point from a play, two lines of why, the rows behind it | Its own button, which opens the jam | Live | Changes |
| Ready made ads | Finished ads from the ad creative play, one card each | Review them | Live | Stays |
| A first draft | The made picture in place of the photo | Make it | Live | Stays |

#### Ideas

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| A social idea | A hook, the copy and where to post | Make it | Live | Stays |
| New from your agents | An ad idea with your named product, three a day | Make it | Live | Stays |
| More like this | One new take after you heart a card | Make it | Live | Stays |
| Industry news | What a story means for you | Read the story | Live | Changes |
| How to | Steps for something worth doing | Start this | Live | Changes |

#### Watchers

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| Your catalog changed | Sold out, back in stock, price changed, removed, new or thin listing | Pause ads, restart them, fix the link or plan the launch | Live | Changes |
| AI answers | Named in how many answers, a gap, newly named or dropped | Draft the page | Live | Changes |
| Your own ads | Running long, new ads, fewer ads, or none found | Refresh the creative | Live | Stays |

#### Rivals and trends

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| A popular rival ad | Their ad with its hook and angle | Make our version | Live | Stays |
| A viral video | Views against the creator's usual | Make our version | Live | Stays |
| A trend | Rising searches in your category | Turn it into an idea | Live | Stays |

#### What customers say

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| Asked in a thread | A real question on Reddit or a forum | Reply as the brand | Live | Stays |
| What people mention | Mentions and mood about a topic | Use their words in a post | Live | Stays |
| Rival complaints | What their buyers are unhappy about | Win their unhappy buyers | Live | Stays |
| Low reviews waiting | One and two star reviews with no reply | Reply in Judge.me | Once connected | Stays |

#### Your numbers

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| Store health | Three rings, the weakest first | Open the play that fixes it | Live | Changes |
| Meta: tired ads and budget | Ad frequency and where money should move | Refresh the creative or shift budget | Once connected | Stays |
| Shopify: carts, repeat buyers, stock | Checkouts left, repeat rate, unpaid cash on delivery, low stock | Turn on the journey or plan the restock | Once connected | Stays |
| Google: phones, carts, branded clicks | Where visits and clicks go | Start the tests | Once connected | Stays |
| Klaviyo flows not live | Flows you have but are not sending | Plan the flows | Once connected | Stays |
| Connect a tool | A card that needs an account to say more | Connect it | Live | Stays |
| Marketplace price gap | Your price elsewhere against your site |  | Off | New |

#### Moments

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| A festival or season | Coming up on the calendar, gone once it passes | Plan it | Live | Stays |

#### Decisions

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| Need your yes | Questions only the owner can answer, with what happens either way | Yes or Not now | Live | Stays |

#### Learning

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| From what you told us | A card from something your team said | Work on this | Live | Stays |
| Your plan is being written | How many plays are written so far |  | Live | Changes |

#### Around the feed

| Card | What it shows | Its button | Today | Tomorrow |
|---|---|---|---|---|
| Your team is working | Work in progress | Open Work | Live | Goes |
| Welcome | A first visit carousel |  | Live | Goes |
| Margin notes | A short note every few cards |  | Live | Stays |
| Caught up | The end of today's ten, with yesterday below | See the next ones | Live | Changes |
| See everything side by side | A promo for the Deck | Open the Deck | Demo only | Goes |

#### What you can do to a card

| Action | What it does | Tomorrow |
|---|---|---|
| Heart | Brings more in that direction | Stays |
| Not for me | Drops it and asks why | Stays |
| Remind me tomorrow | Snoozes it a day | Stays |
| Show fewer like this | Turns that area down | Stays |
| Save for later | Keeps it in Work | Changes |
| Another take | A new free draft | Stays |
| Share to Slack or copy the link | Sends it to your team | Stays |

### The jam

Open a pick and make it: the piece on a stage, a chat with AI and your team beside it, and every version kept.

40 deliverables the jam can make.

| Deliverable | Group |
|---|---|
| Image ad | Ads |
| Native style ad | Ads |
| Carousel ad | Ads |
| Looping GIF | Ads |
| Six second motion ad | Ads |
| Product demo video | Ads |
| UGC ad | Ads |
| Founder video | Ads |
| Texture or ASMR video | Ads |
| Remake what works | Ads |
| New hook for a winning ad | Ads |
| Instagram post | Social |
| Instagram carousel | Social |
| Reel, TikTok or Short | Social |
| Stories set | Social |
| Festival or moment post | Social |
| Pinterest pin | Social |
| LinkedIn or X post | Social |
| Meme or trend format | Social |
| Reddit, Quora or group post | Community |
| Reply to a comment or review | Community |
| Influencer or creator brief | Creators |
| Creator outreach DM | Creators |
| Seeding or PR box kit | Creators |
| Video script | Video and shoot briefs |
| Photo or video shoot brief | Video and shoot briefs |
| Product page image set | Store and marketplace |
| AI photoshoot | Store and marketplace |
| Homepage or collection banner | Store and marketplace |
| Landing or product page section | Store and marketplace |
| Amazon or marketplace listing | Store and marketplace |
| Virtual try on, on a model | Store and marketplace |
| Product orbit, all the way round | Store and marketplace |
| Email | CRM |
| WhatsApp or SMS | CRM |
| Google Ads assets | Search |
| Insert or thank you card | Print |
| Plan to act on | Action plans |
| Change list | Action plans |
| FAQ and schema for AI answers | Store and marketplace |

#### Checks on everything it makes

| When | What is checked |
|---|---|
| Before it is made | Your Brand Book's people rule, a real product photo, a real review for a review card, nothing sold out, your never say words and any claim you cannot back taken out |
| After it is made | Your product unchanged and no invented words, or it is made once more, then refused |
| Before it ships | Field limits, a real button and link, today's price, your own ratings, captions, the claims check, copy that reads right and the same product as the card |
| Your own ticks | Anything your team asked to check, ticked by a person |

### Briefs and deliverables

Every jam ends in something a person can use: files to post yourself, or a brief written for whoever ships it.

8 ways a piece of work leaves.

| Way out | What happens | Today | Tomorrow | Where it lives tomorrow |
|---|---|---|---|---|
| Send to our team | The brief and files by email; where it stands shows in the top bar | Live | Changes | Hand it off, Our team |
| Send to anyone you pick | A brief written for your team, agency, designer, media buyer, creator or editor, with their email filled in | Live | Changes | Hand it off, My team or My agency |
| Copy and open | The words copied and the exact place to post opened, so you post it yourself | Live | Changes | Hand it off, Me |
| Download the pack | Every size, the words, links and a readme that says where each part goes | Live | Stays |  |
| Brief as a PDF or email draft | The brief and files, for any email or chat | Live | Stays |  |
| The brief page | One link with the brief, every version and the files, no login | Live | Changes | One brief page; old links redirect to it |
| Post or schedule for you | After your yes, on your own accounts | Off | New |  |
| A brief link per piece, with approvals | From the retired second studio | Off | Goes | The one brief page |

### Learnings

Tell us what happened, drop in a deck or just keep working, and the plays and cards are rewritten around it. Every learning stays with your brand.

| Learning | What it does | Today | Tomorrow | Who |
|---|---|---|---|---|
| Tell us something | Paste notes, a call or an email. Goals, beliefs, facts and what you tried are pulled out, plays are rewritten and new From your team cards appear. |  | Stays | Team |
| Drop in a file | A deck, a sheet, a PDF or a picture becomes a draft learning. Nothing applies until your team saves it. |  | Stays | Team |
| What the read finds | Facts from your site, catalog, reviews, ads and posts, filed by topic with their source and date. |  | Stays | Brand |
| Your edits and picks | The same change three times becomes a house rule every draft follows. |  | Stays | Brand |
| Results you share | Launches, sign offs and results become lessons, weighted by what was measured. |  | Changes | Brand |
| Your Brand Book | Voice, words, claims you may make, never say words, products, people, looks and rules. Every maker reads it. |  | Stays | Team |
| Your hearts and nos | Shape your own feed: more of an area, fewer of a kind, topics to lift. |  | Stays | You |
| Tidying up | Duplicates merge and stale facts drop, every 25 additions. |  | Stays | Brand |
| Measured trust | Wins and undos move each kind of work up a trust ladder. It never touches money. |  | New | Brand |

[src: brew origin/main 238fa23]

## Tomorrow

Not applicable to a generated document: it is rewritten from its sources on every build.

## How we do it

Generated by `handbook/tools/gen.mjs` on every build. Change the source, never this file.

## Numbers

Not applicable to a generated document: it is rewritten from its sources on every build.

## Open

Not applicable to a generated document: it is rewritten from its sources on every build.