The Installed system, in five modules.
This page is the working spec. Each module names what it is, what it produces, and what it costs your team in time. Linked artifacts show the module applied to Installed itself.
Positioning Doc
Positioning is the first install. We define category, ICP, and wedge with enough specificity that every downstream choice (what content to write, who to talk to, what to charge) has an obvious answer. Done right, it ends the recurring 'who are we for again?' conversation inside the team.
What it produces
- Positioning doc (category, ICP, wedge, what we do not sell)
- Category map showing adjacent and alternative positions
- ICP card naming the person, not the segment
What it costs you in time
Founder time: roughly 4 hours of interviews across two weeks. System time: the rest.
See it applied to Installed ›ICP and Content Card
ICP and Content turns the positioning doc into a list of things to publish. The ICP card tells us who reads, what they read, and where. The content plan is mapped to their actual week, not to a calendar.
What it produces
- Detailed ICP card with quotes, jobs, and channels
- 12-week content series with topics, formats, and distribution
- Voice and style guide tied to the positioning
What it costs you in time
Founder time: review and approve briefs, roughly 1 hour per week.
See it applied to Installed ›Demand Infrastructure Setup
Demand Infrastructure is the set of always-on systems that move readers toward a conversation. Forms, routing, attribution, distribution, and the boring plumbing that most consultants leave unfinished.
What it produces
- Single intent form with ICP routing
- Distribution stack (where content lands, in what order)
- Attribution that names sources without lying about influence
What it costs you in time
Founder time: one decision per system. System time: setup and ongoing operation.
See it applied to Installed ›Sales Alignment Playbook
Sales Alignment connects the marketing system to revenue without inventing a 'sales team' that does not exist yet. Same notes structure, same objection bank, same after-call template. The signal flows back into Content and Positioning.
What it produces
- Discovery and demo call structure
- Objection bank, updated weekly
- After-call summary template that doubles as a CRM note
What it costs you in time
Founder time: take the calls. System time: everything that surrounds them.
See it applied to Installed ›Signal Loop Update Log
Signal Loop is what keeps the system from going stale. Every two weeks we read the conversations, update the artifacts, and ship the changes publicly so prospects can see the system getting sharper.
What it produces
- Bi-weekly update log on the public site
- Artifact diffs (what changed in each module)
- Open questions queue for the next cycle
What it costs you in time
Founder time: one 30-minute review per cycle. System time: the rest.
See it applied to Installed ›What is not in the system
We say no to these on purpose. They are not bad things to do. They are bad things for us to do, because they would dilute the system we are selling.
- PR placement and media relations
- Paid social management at scale
- Branded video production
- Influencer programs
- Anything that is execution-for-hire without a system underneath