Operating principle
Start with the decision
A campaign begins with the business change, audience tension and evidence, not with a request for thirty posts.
The Obelo handbook
The decisions behind a connected marketing function.
A compact, evolving handbook for how marketing systems should understand, plan, create, govern and learn.
Operating principle
Build the shared source
Put positioning, audiences, voice, visual rules, proof and claim boundaries somewhere every stage can read.
Operating principle
Give channels different jobs
Keep one campaign argument while assigning discovery, depth, conversation, conversion and retention to the surfaces that support them.
Operating principle
Attach reasons to the calendar
Every slot should carry an objective, audience, message role and the source decision that placed it there.
Operating principle
Make the quality gate explicit
Turn brand, brief, visual and claim rules into checks that can pass, revise or escalate work before review.
Operating principle
Publish with receipts
Know what was approved, what shipped, what failed and which provider or rule decided the state.
Start with the company you already have
Put the principles to work in one connected system.
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