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Cut a factory and something gets written down. Cut the brand spend and nothing happens anywhere except that the operating margin improves — which is the whole mechanism, and nobody in it is behaving badly. This pack makes the saving and the cost arrive in the same meeting, because the values conversation loses to the margin every time it is held. It prices what the brand earns in its two parts: the share of demand arriving unpaid, valued at what buying it would have cost, and the premium portion of revenue over the nearest named substitute. It sets that against the annual spend to give a return, and against five years of saved spend to give the drawdown. The number nobody has is the decay rate, so it goes across the top of a grid rather than into a cell: eleven candidate rates, the column where cutting finally breaks even, and the distance between that column and your own as the size of the assumption being made. It stops on four conditions, including the one that matters most — that an unstated decay rate is not zero by accident, but is set at zero by whoever most wants the saving.
The test that runs through every file
The saving from cutting brand spend is immediate, legible and attributable, and the cost is deferred, diffuse and arrives in somebody else's year. It is the argument in the deck, it becomes the wizard’s axes, it drives the model’s inputs, and it reappears as lines on the checklist. That is what makes 16 files a product rather than 16 documents.
The model resolves to one number you can negotiate with: The drawdown — five years of saving less five years of decayed earnings. It ships blank and worked, and every input is a named cell rather than a figure buried inside a formula, so the number arrives with its assumptions attached rather than on its own authority.
What is in the Drawdown Strategy Pack
- Foundations. The framework: the asymmetry, the four numbers, the unpaid share, the premium portion, and the four halts.
- Concept deck. Twenty-one slides for a board or leadership session, with nine sourced brands and what each does not establish.
- Decision wizard. Eight scored questions returning the band, the weakest answer, and any of the four halt conditions.
- Drawdown model. Eleven candidate decay rates across the columns, the drawdown and the break-even column, and a sweep across acquisition cost.
- Strategies and tactics. The moves at each of the four positions, what to do when the model halts, and four ways to make the asset visible before the next cut.
- Case studies. Nine sourced brands — one that stopped paying and measured it, two inside one company going opposite ways, and one cut and put back.
- Fit worksheet. The single page of record: the two earnings parts, the return, the drawdown, the decay rate and who is assuming it.
- Roadmap template. Five phases with gates and owners, the assumptions register, a trigger and a quarterly reporting line.
- Practitioner manual. Separating bought from unbought demand, pricing a customer, setting a decay rate, the board paper, six failure modes and their indicators.
- Field checklist. The one-pager that survives outside the binder.
- About the package. What each file does and the order in which to run them.
An honest note on fit
This is a kit for running a decision, not a research report and not a course. It is worth buying if a real decision is in front of you and you would otherwise start from a blank page. It is not worth buying to read.
Worked examples use an explicitly fictional business, labeled on every file that contains one, with numbers tuned to teach rather than to flatter — each worked case is built so that the decision does not simply come out well, and so that what settles it is the test the pack exists to run. A worked example where everything works is a brochure. The price excludes customization, implementation and support, and where the pack reasons beyond its evidence it says so on the page.
Questions
- What is the Drawdown Strategy Pack?
- The Drawdown Strategy Pack is a decision-support kit for one question: What does cutting the brand budget actually cost you? It contains 16 files — foundations, concept deck, decision wizard, drawdown model, strategies and tactics, case studies, fit worksheet, roadmap template, practitioner manual, field checklist, about the package — built around a single organizing test: the saving from cutting brand spend is immediate, legible and attributable, and the cost is deferred, diffuse and arrives in somebody else's year. It is what a leadership team uses to run the decision and leave a record of what they assumed, rather than a report about the topic.
- Who is the Drawdown Strategy Pack for?
- Anyone who has to make this call and answer for it: an operator or owner facing the decision, the executive team running it, the board or investor testing the reasoning, or an adviser who would otherwise build the framework from a blank page. It is worth buying when a real decision is in front of you. It is not worth buying to read.
- What is in the Drawdown Strategy Pack?
- 16 files in Word, PDF, PowerPoint and Excel: Foundations (Word + PDF) — The framework: the asymmetry, the four numbers, the unpaid share, the premium portion, and the four halts. Concept deck (PowerPoint + PDF) — Twenty-one slides for a board or leadership session, with nine sourced brands and what each does not establish. Decision wizard (Excel) — Eight scored questions returning the band, the weakest answer, and any of the four halt conditions. Drawdown model (Excel, blank and worked) — Eleven candidate decay rates across the columns, the drawdown and the break-even column, and a sweep across acquisition cost. Strategies and tactics (Word) — The moves at each of the four positions, what to do when the model halts, and four ways to make the asset visible before the next cut. Case studies (Word) — Nine sourced brands — one that stopped paying and measured it, two inside one company going opposite ways, and one cut and put back. Fit worksheet (Word, blank and worked) — The single page of record: the two earnings parts, the return, the drawdown, the decay rate and who is assuming it. Roadmap template (Word) — Five phases with gates and owners, the assumptions register, a trigger and a quarterly reporting line. Practitioner manual (Word + PDF) — Separating bought from unbought demand, pricing a customer, setting a decay rate, the board paper, six failure modes and their indicators. Field checklist (PDF) — The one-pager that survives outside the binder. About the package (PDF) — What each file does and the order in which to run them.
- What number does the Drawdown Strategy Pack produce?
- The drawdown — five years of saving less five years of decayed earnings. The model ships blank and worked, and every input is a named cell rather than a figure buried inside a formula, so the number you take into a room arrives with its assumptions attached and can be argued with rather than merely believed.
- How is the Drawdown Strategy Pack delivered?
- As a single download of all 16 files, immediately after payment, with the same link sent by email. It can be downloaded 3 times and the link is valid for 30 days. There is nothing to install and no account to keep.
- How much does the Drawdown Strategy Pack cost, and is it a subscription?
- $499, one-time. It is not a subscription and there is nothing to cancel. Where the pack is revised within 180 days of your purchase, the new release is yours. The price does not include customization, implementation help or support.
- Are the worked examples in the Drawdown Strategy Pack real companies?
- The case studies are real, sourced and dated, and each one states what its evidence does not establish. The worked model, wizard and worksheet use an explicitly fictional business, labeled as such on every file that contains one. A worked model needs roughly fifteen populated inputs; for a real company you would have public figures for perhaps four, and the rest would be estimates wearing the authority of a spreadsheet.