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Plays

Choose a Play for the problem you need to solve. The suggested order considers prerequisites, relevance, evidence and feasibility; it is not a universal ranking or an ROI score. Confidence in a method does not tell you what return your business will achieve. If you already have the economics needed for a decision, you can use P01 within another Play rather than run it as a separate programme.

Before committing budget, use T1 to choose Do now, Prepare, Experiment or Avoid. An unresolved safety, authority, economics or evidence issue takes priority over the suggested order. This library does not call for more than one AI experiment.

Problem
Stage
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Configuration
Role
AI role

12 Plays

The order below is an editorial route through dependencies, commercial relevance, applicability, evidence and feasibility; it is not an empirical universal ranking or an ROI score.

PlayP01Foundational · All stages

Establish decision-specific customer economics

Incompatible customer, cost and outcome definitions make an investment decision unreliable.

Decision
Which economic interpretation and investment limit are defensible for this intervention?
Primary metric
Net value of a demonstrably changed decision or removed reporting expense; otherwise report foundation cost, not invented ROI.
Readiness
Basic
AI role
Optional assist
ToolsT2T3K01
PlayP02Growth · Demand through retention

Remove the dominant growth constraint

A product, proposition, price-clarity, journey or service bottleneck prevents valuable demand becoming customer value.

Decision
Which addressable bottleneck deserves the next unit of delivery capacity?
Primary metric
Incremental contribution net of repair, delivery and support cost, or explicitly qualified observed improvement.
Readiness
Basic
AI role
Optional assist
ToolsT1T3T4
PlayP03Growth · Acquisition

Acquire customers with useful downstream value

Cheap leads or attributed conversions conceal poor activation, margin, qualification or retained value.

Decision
Which eligible demand and optimisation signal should receive the next feasible acquisition tranche?
Primary metric
Net incremental cohort contribution after acquisition and additional signal/system costs.
Readiness
Basic or Connected
AI role
Optional assist
Prerequisite
P01 — Adequate decision-specific economics is required; the whole P01 Play is unnecessary if already satisfied.
PlayP04Measurement · Acquisition and investment

Validate incremental acquisition

Material media or partner spending receives credit for outcomes that may have happened without it.

Decision
Keep, reduce, increase or redesign a defined acquisition tranche?
Primary metric
Estimated incremental contribution net of media, testing and additional operating costs.
Readiness
Method and sample ready
AI role
Optional assist
Prerequisite
P01 — Adequate decision-specific economics is required; the whole P01 Play is unnecessary if already satisfied.
ToolsT3T2K01
PlayP05Growth · Demand and conversion

Learn which proposition and creative concept works

The team produces variants without learning which customer benefit, proof or concept changes valuable response.

Decision
Which proposition or concept should inform the next approved brief?
Primary metric
Incremental contribution net of production and distribution costs, or accepted-asset cost for a production-only comparison.
Readiness
Basic with test capacity
AI role
Optional assist
ToolsT3T4T1
PlayP06Growth · Activation

Improve the first value experience

New customers complete acquisition but fail to experience useful product value, weakening retained contribution.

Decision
Which product repair or guidance will help eligible customers reach first value?
Primary metric
Incremental cohort contribution over the agreed follow-up horizon net of intervention and support cost.
Readiness
Basic
AI role
Optional assist
ToolsT1T3T4
PlayP07Growth · Retention

Prevent profitable addressable churn

Customers leave for potentially fixable reasons, while blanket offers subsidise customers whose behaviour would not change.

Decision
Who should receive which useful intervention, including no treatment?
Primary metric
Incremental retained contribution net of all extra treatment, service and system costs.
Readiness
Basic; uplift Advanced
AI role
Optional assist
Prerequisite
P01 — Adequate decision-specific economics is required; the whole P01 Play is unnecessary if already satisfied.
PlayP08Growth · Expansion, usage, win-back and referral

Grow relevant customer and account value

Relevant customer needs remain unmet, or expansion activity increases transactions without net account contribution.

Decision
Which relevant next proposition or action increases net account contribution while meeting a genuine customer need?
Primary metric
Incremental account contribution after all additional acquisition, offer, delivery and operating costs.
Readiness
Basic
AI role
Optional assist
Prerequisite
P01 — Adequate decision-specific economics is required; the whole P01 Play is unnecessary if already satisfied.
PlayP09Intelligence · Any stage

Turn customer and market evidence into a decision

Relevant unstructured evidence is slow to interpret or repeated summaries do not change an owned commercial decision.

Decision
Is the signal material enough to act, investigate further or leave unchanged?
Primary metric
Realised cost reduction or separately evidenced contribution from a changed intervention, net of synthesis and review cost.
Readiness
Basic
AI role
Optional assist
ToolsT1T3
PlayP10Automation · Operating work

Redesign and test one AI-assisted workflow

A recurring workflow consumes material effort, delays useful decisions or produces avoidable errors.

Decision
Should this task remain human, use rules/native tools, add AI, or justify dynamic tool use?
Primary metric
Incremental realised operating savings or useful contribution net of full added cost; capacity reported separately.
Readiness
Basic; execution Connected
AI role
Workflow under test
Prerequisite
P01 — Only when the selected intervention depends on unresolved customer-cohort economics. For workflow cost or other non-customer economics, use the relevant T2 view; P01 is not a prerequisite.
PlayP11Operating model · Portfolio and operating decisions

Run an accountable investment and decision review

Repeated recommendations do not become actions, or teams optimise incompatible objectives while money and capacity remain fixed.

Decision
Which feasible tranche or intervention should be funded, held, changed or stopped?
Primary metric
Portfolio contribution change net of coordination and transition cost, qualified when causal separation is infeasible.
Readiness
Actual authority required
AI role
Optional assist
Prerequisite
P01 — Only when the selected intervention depends on unresolved customer-cohort economics. For workflow cost or other non-customer economics, use the relevant T2 view; P01 is not a prerequisite.
PlayP12Transformation · Implementation and scale

Replicate useful work and retire operating debt

Useful pilots remain isolated while old reports, processes and tools continue consuming capacity and cost.

Decision
Repeat, adapt, maintain, simplify or retire the workflow and its predecessor?
Primary metric
Net realised value after replication, support, transition and retirement cost, with no duplicate benefit booking.
Readiness
Proven workflow first
AI role
Optional assist
ToolsT2T3T5

How to configure a Play

Copy the Play you need and complete only the relevant parts of T1–T5. Name the people responsible, define the customer group, agree economic and customer limits, and set a review date before starting. An empty decision threshold is not permission to act. Basic, Connected and Advanced describe how the work is configured; Experimental describes its evidence. AI is optional: compare each AI step with a simpler way of doing the same work.