Leads folder index

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Nothing in this folder is live. Current paying clients: 0

Emperor Livingstone, this folder is the lead system for the first 10 paying clients. The business is high-ticket behavioral sleep coaching. Seoul. Solo. English only. Fully online.

Legal name on contracts stays 이성재 until you write a change. Facing name is Emperor Livingstone.

A magnet is the free thing you give so someone can see one narrow problem clearly. The only magnet in this folder is the free 3-night wind-down audit. No magnet, no intake, no pixel, no paid ad, no community join form, no email capture, and no public waitlist may leave this folder until Steuben issues a dated Blue Book sign-off certificate. The other owners may read and draft internally. They may not publish from here.

Use this folder for warm 1-1 work only. You build a private worksheet from memory and the contact surfaces you already have. You send quality units to people who already know you. A quality unit is one personalized contact with a reason they are on the list, one clear next ask, and a follow-up plan. After they ask, you walk the 3-night wind-down audit in a 1-1 thread. You book conversations on a private calendar. After booked, Bedell owns show-up. The 06 spreadsheet is a fictional spec until Steuben. See 06-handoff-funnel-bedell-smith.md.

How to use this folder

Read 07-domain-operating-charter.md first if you need who owns what and the stop rules. Read 00-napoleon-lock.md for the stop rules themselves. Read 01-core-four-operating-order.md next if you need the method and the phase gates. Read 02-warm-list-construction-sop.md and 03-quality-unit-and-100-day-scoreboard.md on the day you start naming people and counting units. Read 04-lead-magnet-3-night-wind-down-audit.md only when a named warm adult has asked for the pages or agreed to walk them on a call. Read 06-handoff-funnel-bedell-smith.md before you book the first Zoom. Leave folder 05-ads-DO-NOT-OPEN-AD-ACCOUNT/ sealed. STATUS.md is the leftover log after this writing pass.

Do not create a CRM, a mailing list, a public site, an apply form, a quiz, a waitlist, an ad account, or a new store of other people's contact data. You already have the numbers and addresses of the people you may contact. The worksheet is a thinking aid. Personal WhatsApp is not a health-notes store. Existing personal chat channels (iMessage, Kakao, existing email, existing phone) may be used for WARM 1-1 because those people already have your number.

File index

Stop rules (do not open these)

Steuben has not signed the Blue Book. Until a dated sign-off certificate exists, the following stay at zero: public magnets, intake, pixels, paid ads, community join forms, email capture, public waitlists. Conservative geo default from Legal: exclude UK/EU until a GDPR+CAP set exists. Ads and public assets stay closed regardless of geo. Folder 05-ads-DO-NOT-OPEN-AD-ACCOUNT/ remains sealed even after this draft exists.

Offer name, price, and guarantee wording are owned by Monash. This folder refers to “the coaching container” and “Monash core offer.” Stop rule 2026-08-20: one magnet only (free 3-night wind-down audit). Monash $47 Night Audit stays NOT LIVE and is not a Leads magnet. Do not put price in public copy. Do not put the core offer name or the price into scripts, magnet pages, or ads. Those words live only in the stop-rule file (00-napoleon-lock.md) until Napoleon orders them after Steuben sign-off. Current paying clients = 0. No close rate exists.

Forbidden public language remains forbidden in drafts that could leak: “CBT-I therapy,” “treatment of insomnia disorder,” “we diagnose,” “we cure,” hours-slept guarantees, apnea treatment. Language allowed later, after Steuben: “CBT-I-informed behavioral sleep coaching” / “research-backed sleep education and habit protocol.”

Who owns what (Leads cut)

Leads (O'Connor) owns: warm-list method, quality-unit definition, Rule of 100 application, Phase 0 operating order, the 3-night audit draft, referral-ask scripts with no paid inducement, the scoreboard, the Bedell handoff row, and the sealed Phase 2 ad draft so this folder does not start from zero later. Rule of 100 is a weekly floor on quality units. It is not a quota of raw sends.

Steuben owns launch/ads/collection kill authority and the Blue Book certificate. Monash owns offer, price, guarantee, and claims lexicon. Bedell owns funnel and onboarding path after the conversation is booked. Jomini owns screen content and program. Davout owns post-sale activation and when a client may be asked for a referral. Slim owns capacity and hours. Khaldun reads only with Napoleon permission. Do not write to Emperor Livingstone unless he writes first.

Allowed live actions once Steuben signs (reminder, not a launch)

Three actions are allowed once the business is live: give verified research-backed sleep information; fit a program to lifestyle and needs; run daily-habit accountability. Medical screen-and-refer (Jomini/Steuben) covers apnea, RLS, breathing problems, high sleepiness, bipolar/mania, seizures, safety-critical work, and pregnancy. Screen-to-refer. Never screen-to-label. A hot screen is a successful referral. It is not a lost sale.

Cross-links

Stop rules: 00-napoleon-lock.md. Operating order: 01-core-four-operating-order.md. Warm construction and scripts: 02-warm-list-construction-sop.md. Counting and scoreboard: 03-quality-unit-and-100-day-scoreboard.md. Magnet: 04-lead-magnet-3-night-wind-down-audit.md. Ads seal: 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md. Funnel handoff: 06-handoff-funnel-bedell-smith.md. Charter: 07-domain-operating-charter.md. Leftovers: STATUS.md.

00. Stop rules (2026-08-20)

Owner: Leads (O'Connor) Date: 2026-08-20 Status: INTERNAL STOP RULES. Not a public asset. Cross-links: README.md, 01-core-four-operating-order.md, 04-lead-magnet-3-night-wind-down-audit.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md, 06-handoff-funnel-bedell-smith.md, 03-quality-unit-and-100-day-scoreboard.md, 07-domain-operating-charter.md, STATUS.md

Emperor Livingstone, these are the stop rules for this folder. They bind Leads.

A magnet is the free thing you give so someone can see one narrow problem clearly.

One magnet only

The only lead magnet in this folder is the free 3-night wind-down audit in 04-lead-magnet-3-night-wind-down-audit.md. Type: audit / habit map. Status: NOT LIVE. No form. No email capture. No public post.

Do not write a second magnet. Do not run a paid tripwire as if it were a magnet.

Monash $47 Night Audit is not a Leads magnet

Monash may hold a $47 Night Audit in the offer stack. That SKU stays NOT LIVE. It is not a Core Four magnet. Core Four means the four ways to get leads, in the only order this business may open them: warm outreach, content, cold outreach, paid ads. The $47 SKU is not an attraction offer Leads may send. It does not get a landing page, a form, a DM pitch, or a scoreboard column. If a draft in this folder starts treating $47 as the front door, kill the draft.

Core offer naming (internal only until ordered)

Keep every public-facing line (scripts, magnet pages you can send, ad primary text, headlines, CTAs) on “Monash core offer” / “the coaching container.”

After Steuben sign-off, Napoleon may order the public name: The Night Protocol Intensive / USD 5,500. Until that order arrives, those words and that number stay out of public copy. They may appear only in this stop-rule file and in STATUS leftovers so people writing here know what not to leak.

Do not put price in public copy yet. Do not quote 47. Do not quote 5500. Do not “test budget” with either number.

Outreach

Still forbidden until Napoleon orders it. Worksheet construction from memory remains internal work.

After BOOKED (stop rule, same day)

Bedell owns show-up. Cadence: T-24h and T-2h. T-12h only if there is no confirm. Leads does not send dual reminders. Leads may resume warm-list follow-up only after Funnel parks a second no-show.

closed on the Leads scoreboard means money in. A verbal yes is offered. A verbal yes is not closed.

The spreadsheet in 06-handoff-funnel-bedell-smith.md is a fictional spec until Steuben signs. Do not stand up a live sheet that stores prospect rows.

01. Core Four operating order

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Nothing in this file is live. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 02-warm-list-construction-sop.md, 03-quality-unit-and-100-day-scoreboard.md, 04-lead-magnet-3-night-wind-down-audit.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md, 06-handoff-funnel-bedell-smith.md, 07-domain-operating-charter.md

Emperor Livingstone, this is how leads enter the business. Core Four means the four ways to get leads, in the only order this business may open them: warm outreach, content, cold outreach, paid ads. Core Four is kept. Sequence and volume rules are modified for a solo Seoul founder with no audience, no signed Blue Book, no known close rate, and a stop rule on public collection. Hormozi’s Core Four, Rule of 100, More-Better-New, value equation (time-delay and effort), complete-narrow-magnet, follow-up-until-stop, and referrals-as-offer are in force. The refuse list in 07-domain-operating-charter.md stays in force.

A quality unit is one personalized contact with a person who already knows you, with a reason they are on the list, one clear next ask, and a follow-up plan. Rule of 100 is a weekly floor on quality units. It is not a quota of raw sends. More-Better-New means do more of the live method, then make those contacts better, then (only after the gates) open a new method. A magnet is the free thing you give so someone can see one narrow problem clearly.

1. Core Four defined for this business

The four lead methods, named in the only order this business may open them:

1. Warm outreach. Personalized 1-1 contact with a person who already knows you, through a channel that person already uses with you (phone, iMessage, Kakao, existing email). The working list is a private worksheet. See 02-warm-list-construction-sop.md. This is the only live method in Phase 0.
2. Content. Free English public work you already have a channel for (a newsletter you already send, a site you already post to, a video channel you already use). Content is Phase 1 candidate A. It is NOT LIVE. Leads will not publish a public magnet, landing page, or email-capture asset. If Phase 1 selects content, Bedell still owns any future public page. See 06-handoff-funnel-bedell-smith.md.
3. Cold outreach. Personalized 1-1 contact inside a named, permissioned, non-scraped professional context (a cohort you belong to, a mastermind that allows member intros, an alumni group that already has your name on the roster). Cold is Phase 1 candidate B. It is NOT LIVE. Scraped or purchased stranger lists are refused. One hundred generic DMs do not count as work.
4. Paid ads. Paid distribution of cleared copy to strangers. Paid is Phase 2 only. Folder 05-ads-DO-NOT-OPEN-AD-ACCOUNT/ is sealed. Do not open an ad account.

Affiliate traffic is refused as a first lead getter. The first lead getter is client referrals with no paid inducement (Steuben). Until client 1 exists, the substitute first lead getter is warm 1-1 plus named intros from non-client warm contacts. See scripts A and B in 02-warm-list-construction-sop.md.

2. Phase 0: now through 10 paying clients. WARM ONLY.

Phase 0 is the only phase that may be executed after Steuben issues a dated Blue Book sign-off certificate. Until that certificate exists, even Phase 0 outreach stays internal: you may build the private worksheet from memory and may rehearse scripts. You may not send public magnets, run intake, drop pixels, buy ads, stand up join forms, capture email, or open a public waitlist.

Phase 0 method: warm 1-1 only. Min-path once live: DM or existing-thread message → manual calendar slot → BOOKED (Leads stops) → Bedell show-up → Zoom or Meet → Monash core offer if fit → invoice → kickoff. The 06 spreadsheet is a fictional spec until Steuben. See 06-handoff-funnel-bedell-smith.md. No public site. No email forms. No pixels. No apply-now that stores prospect data. No quiz, VSL, webinar, or 14-email sequence before client 10.

Quality unit (full definition in 03-quality-unit-and-100-day-scoreboard.md): one personalized contact with a person who already knows you, with a specific reason that person is on the list, one clear next ask that does not promise a sleep outcome, and a follow-up plan until they book, buy, or explicitly stop. Spray DMs, copied blasts, and stranger lists do not count.

Daily work in Phase 0 is construction of the warm list plus quality units plus follow-ups plus, when earned, a named referral ask or a 1-1 audit delivery. Rule of 100 applies to those quality units across a week, not to raw sends. See the floor in 03-quality-unit-and-100-day-scoreboard.md.

Content in Phase 0 is written as a later method and is marked NOT LIVE. A public post does not count as a quality unit. Cold outreach in Phase 0 is written as a later method and is marked NOT LIVE. Paid in Phase 0 is sealed.

3. Phase 1: after 10 paying clients. Pick ONE of content or cold. Do not open both.

Phase 1 does not start because you are bored. It starts when all of the following are true: 10 people have paid; the close rate from those 10 is written down and sent to Napoleon; Steuben’s certificate is still in force for whatever public or outbound move is chosen; Slim confirms hours remain after serving those 10.

Decision rule for which one method to open:

• If the warm list is not exhausted and English-speaking paying adults remain reachable through existing relationships, stay in warm. Exhausted means every scored name has booked, bought, explicitly stopped, or been referred out. It does not mean you feel awkward.
• If the warm list is exhausted and you already operate a public English channel (a newsletter, a long-form page, a video channel you already post to), content is the cheaper next method. Cheaper means you already have the channel, you already write or record in English, and Bedell can own any future public page. Leads still will not publish.
• Cold opens only if a named, permissioned, non-scraped professional context exists. Name the context in writing (cohort, alumni roster, member directory you are already on). If the context cannot be named, cold stays closed. Scraping LinkedIn into a file of strangers is a kill criterion.

Do not open content and cold in the same month. More-Better-New runs inside the one live method. New, at Phase 1, means the single newly opened method. It does not mean a second method on day one of Phase 1.

4. Phase 2: paid last. Folder 05 remains sealed.

Paid discussion may begin only when all of the following exist: (a) a dated Steuben Blue Book sign-off certificate; (b) a known close rate written from the first 10 paying clients and sent to Napoleon; (c) cash that can survive a month of ads that produce zero clients, confirmed by Slim; (d) Monash claims lexicon in force; (e) Steuben ad pre-clearance on every creative. Conservative geo default from Legal: exclude UK/EU until a GDPR+CAP set exists. Even after those preconditions, folder 05-ads-DO-NOT-OPEN-AD-ACCOUNT/ stays sealed until Napoleon writes that the folder may be opened. Draft angles live in that folder so Phase 2 does not start from zero. They are not ads.

5. More-Better-New inside the live method only

In Phase 0 the live method is warm 1-1. Apply the sequence to that method only.

More. Raise the count of quality units toward the weekly Rule of 100 floor without dropping personalization. More names recalled. More first lines written. More follow-ups sent on the cadence in 02-warm-list-construction-sop.md. More named referral asks after a conversation or after Davout clears a client for ask B.

Better. Improve the unit before adding a new method. Better means a tighter reason the person is on the list, a first line that cites a real last contact, an ask that is a conversation or a 3-night audit done together, and a follow-up that honors a stop. Better also means faster time-delay and lower effort on the prospect’s side: you propose two clock times, walk the audit in the existing thread, and do not send a 40-page packet.

New. Illegal in Phase 0. New in this business means opening content, cold, or paid. Those stay marked NOT LIVE until the gates above. A new script variation inside warm 1-1 is Better. It is not New. A new public channel is New.

Weekly review questions live in 03-quality-unit-and-100-day-scoreboard.md. You answer More, Better, or New. If the answer is New before client 10, the review fails and the week stays on warm.

6. Rule of 100 applied to quality units

Rule of 100 is a weekly floor on quality units. It is not a quota of raw sends. One hundred generic DMs to strangers is a refused action and does not satisfy the rule. You, solo, cannot produce 100 first-touch quality units every day without trash. The floor is therefore a weekly sum of first-touch quality units, follow-up quality units, named referral asks, and 1-1 audit deliveries. See the daily target and the weekly arithmetic in 03-quality-unit-and-100-day-scoreboard.md.

A day that sends 40 copied messages and books zero conversations is a failed day even if the send count looks large. A day that sends 6 personalized messages with reasons, follow-up dates, and a clear ask is a valid day.

7. What “engaged lead” means here

An engaged lead is a person who already knows you, has consumed the 3-night audit or a live conversation, and will talk again. Consumption means they ran at least Night 1 and sent the log back, or they sat the booked conversation. “Will talk” means they have not issued an explicit stop and they will take a next message in the same thread.

There is no email-capture definition of an engaged lead. A form fill does not exist in this system. A public waitlist name is a banned artifact. A stranger who watched a video is not an engaged lead in Phase 0.

8. Kill criteria

Kill the artifact and do not ship it if any of the following is true:

• A doctor would have to sign it (treatment claims, diagnosis language, disorder labels, apnea protocols, “CBT-I therapy,” hours-slept guarantees).
• It is a list of strangers (scraped, purchased, rented, or exported from a network you do not belong to).
• It is a form that stores prospect data (apply, quiz, waitlist, email capture, pixel-fired lead card).

Additional kill conditions from the Hormozi refuse list: a warm-outreach script that “guarantees the dream outcome or works until they get it”; result win-backs that claim a sleep outcome; “free if you don’t sleep better”; paid outcome warranties; opening an ad account before Legal + known close rate + cash that can survive losing money. Guarantees are process/effort only and are owned by Monash. Do not draft a guarantee in this folder.

9. Value equation applied to Phase 0 (time-delay and effort)

Dream outcome and likelihood stay inside Monash language on the sales call. Leads controls time-delay and effort on the path into that call. Time-delay falls when you offer two specific times in the same thread and put the slot on a private calendar the same day. Effort falls when the person does not fill a form, does not create an account, and does not download a packet behind an email gate. The 3-night audit is a complete solution to one narrow problem (unstructured last 90 minutes) and is delivered in the existing thread after they ask. That is the magnet rule: complete on a narrow problem, reveal the next paid problem (installing and keeping a protocol with accountability).

One magnet only (stop rule 2026-08-20). The free 3-night wind-down audit is the magnet. Monash $47 Night Audit is NOT LIVE and is not a second magnet. Public copy still says Monash core offer. Price stays out of public copy. See 00-napoleon-lock.md.

10. Follow-up and referrals (kept)

Follow up until they book, buy, or explicitly stop. Cadence and stop language are in 02-warm-list-construction-sop.md. Referrals are an offer. They are not a favor. Ask for one named intro. Accept a 3-way intro or a peer who writes first. Refuse a dumped list of emails. No paid inducement.

11. What this order refuses in writing

Warm script that guarantees the dream outcome. Result win-backs. “Free if you don’t sleep better.” Paid outcome warranties. Scraped or purchased stranger lists. 100 generic DMs. Opening an ad account before the Phase 2 preconditions. Public magnets, intake, pixels, join forms, email capture, and public waitlists before the Steuben certificate. UK/EU targeting before a GDPR+CAP set. Personal WhatsApp as a health-notes store. A marketing database built by copying other people’s contact data into a new store.

12. Gate language you can say to yourself

“I am in Phase 0. I name people I already know. I send quality units. I walk the audit in the thread after they ask. I book on a private calendar. I do not publish. I do not open an ad account. I do not start content or cold until 10 people have paid and Napoleon has the close rate.”

02. Warm-list construction SOP and scripts

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Scripts are not live. Worksheet construction from memory is internal work. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 03-quality-unit-and-100-day-scoreboard.md, 04-lead-magnet-3-night-wind-down-audit.md, 06-handoff-funnel-bedell-smith.md, 07-domain-operating-charter.md

Emperor Livingstone, this SOP tells you how to build a private warm list and how to speak in existing 1-1 channels. It does not create a CRM, a mailing list, or a marketing database. It does not authorize public magnets, forms, or ads. A magnet is the free thing you give so someone can see one narrow problem clearly. Until Steuben issues a dated Blue Book sign-off certificate, you may recall names and write first lines. You may not run intake, capture email, or publish.

A quality unit is one personalized contact with a person who already knows you, with a reason they are on the list, one clear next ask, and a follow-up plan. ACA means Acknowledge, Compliment, Ask: three short beats in a 1-1 message.

1. Where names come from

Build the list from MEMORY and from EXISTING personal contact surfaces only. Allowed surfaces: the phone you already use, Kakao, iMessage, email accounts you already write from, colleagues, friends, family of adults 18+, prior clients of other work, classmates, people you have already had a meal or a working session with.

Forbidden sources: scraped lists, purchased lists, rented lists, a LinkedIn extract saved as a file of strangers, lookalike audiences, “people who look like my avatar,” comment scrapes, conference badge photos turned into a sheet. Do not copy other people’s contact data into a new store “for marketing.” You already have the number or the address. The worksheet is a thinking aid that points back to a channel that already exists.

Do not create a marketing database. Do not import the worksheet into an ESP. Do not use personal WhatsApp as a health-notes store. Existing personal chat channels may carry WARM 1-1 because those people already have your number.

2. The private worksheet (not a CRM)

One private file you control. Paper or a local sheet is enough. Columns allowed:

Forbidden columns: purchased emails, scraped handles, sleep-diagnosis labels, ISI scores, AHI, SOL/WASO stored as records, health quiz answers stored as records, “apnea Y/N,” medication lists.

If a conversation later surfaces a red-flag mention (breathing pauses, high sleepiness, pregnancy, mania, seizures, safety-critical night work), mark referred_out_medical as a flag for the live screen. Do not store a diagnosis. Hand the live screen to Jomini/Steuben language at the conversation. See section 11.

3. Filter before a name earns a first line

Keep the name only if all of the following are true:

• 18 or older. If unsure they are 18+, skip. Do not guess. Do not ask a minor a sleep question.
• English-capable enough for fully online coaching in English. If the working language of the relationship is not English and they cannot work in English, skip. The offer is English only.
• Likely purchasing power for a high-ticket coaching container. Founder, exec, high-performer, or a household that already pays for private professional help. If you would be embarrassed to name a price Monash later sets, skip.
• Non-emergency. They are not in acute crisis, not asking for apnea treatment, not asking you to replace a clinic.
• A person you would not be ashamed to coach. If the relationship would be damaged by a clean professional ask, skip or use script 3 (soft check-in) only.

Avatar direction (Hormozi cards, until Monash writes a tighter one): high-income adults 18+ with a painful, non-emergency sleep problem they already feel and can pay high-ticket for. Not diagnosed-apnea treatment. Not a CBT-I clinic replacement. If Monash later writes a tighter avatar, rewrite the filter. Until then, this is the working cut.

Conservative geo default from Legal: do not pursue UK/EU residents as public or paid targets. For warm 1-1 with a person who already has your number and who happens to sit in UK/EU, do not capture them onto a new list and do not run a form. Point Steuben at that row before any invoice if residency is UK/EU. Do not write Korean legal conclusions in this file.

4. Daily construction ritual (30–45 minutes)

Do this on weekdays before sending. The ritual is list work. Sending is a separate block. See 03-quality-unit-and-100-day-scoreboard.md for the send floor.

1. Sit with the worksheet and no social feed. Set a 30–45 minute timer.
2. Recall 10 names from memory. Write each name only if you can complete how_they_know_the_founder and last_contact without opening a scrape tool.
3. Score each name against the section 3 filter. Drop anyone who fails 18+, English, purchasing power, non-emergency, or shame test.
4. For each kept name, write the reason they are warm in one sentence (the last real exchange, the shared context, the lifestyle remark they already made).
5. Write the first line of the message you will send. Do not send yet. First line cites the real last contact or the shared context. It does not open with a sleep-outcome promise.
6. Stop at 10 recalled names or at 45 minutes, whichever comes first. Tomorrow continues the list. Do not “finish the internet” in one sitting.

A name without a reason is not warm. A first line that could be sent to anyone is not a first line. Both fail the quality-unit test.

5. ACA scripts (Acknowledge, Compliment, Ask)

Each script is 4–7 short messages maximum. English only. No sleep-outcome promise. No “I can fix your insomnia.” No “guaranteed.” No “I’ll work until you sleep.” The ask is always a conversation or the 3-night audit done together. Never “drop your email.” Never “join the waitlist.” Never a form.

Send in the existing channel. One message at a time. Wait for a reply before stacking the next, except on the follow-up cadence in section 6 when they have gone quiet.

Replace bracketed prompts with real facts. If a fact is missing, do not invent it. Skip that line.

Script 1. Reconnect (they already know you; you have been quiet)

Use when last contact is older than 60 days and they have not mentioned sleep to you.

Message 1 [Name], I have been quiet. I still remember [specific last context: the project / the dinner / the class / the trip]. I wanted to say hello properly rather than vanish.

Message 2 (after they reply) Good to hear you. I am doing a narrow piece of work now: 1-1 behavioral sleep coaching for people whose nights got unstructured because of work, travel, or late shutdown. English, online. I am not a clinic and I do not diagnose.

Message 3 I am starting with people I already know. If nights have been messy for you, I would rather have a conversation than send you a page. If nights are fine, I will not pitch you.

Message 4 (ask) Are you open to a 20–30 minute conversation this week, or would you rather I leave this alone? Two times that work on my side: [time A, timezone] and [time B, timezone]. If neither works, send one time that does.

Message 5 (optional, only if they say “tell me more” and they mentioned unstructured nights) I also have a 3-night wind-down audit we can run in this thread. It is a habit map of the last 90 minutes before bed. It is not a diagnosis and it is not a sleep study. If you want those pages, say so and I will send them here.

Message 6 (if they decline the conversation and do not ask for the audit) Understood. I will not circle back on this unless you restart it. If someone you know is dealing with messy nights and would want an intro, you can name one person. No list.

Do not send: “I can fix your insomnia.” “Guaranteed sleep.” “I’ll work until you sleep.” “Spots are filling.” “Drop your email and I’ll send the PDF.”

Script 2. Direct ask for a conversation (they already mentioned tired mornings, a travel wreck, or late-night work)

Use when they made the remark in a real prior exchange. Cite the remark. Do not upgrade it into a disorder.

Message 1 [Name], you mentioned [tired mornings / the travel wreck / shutting down at 1 a.m.] when we [last context]. I kept that in mind.

Message 2 I now run 1-1 behavioral sleep coaching, fully online, English. It is research-backed sleep education and a habit protocol with daily accountability. It is not medical treatment and it is not a clinic replacement.

Message 3 I am talking first with people I already know who already feel this. If the last 90 minutes before bed are still a pile of leftover work and phone, that is the kind of problem I work on.

Message 4 (ask) Can we put 20–30 minutes on a private calendar this week and walk what your nights actually look like? I can do [time A, timezone] or [time B, timezone]. If you would rather run a 3-night wind-down audit in this thread first, I will send the pages after you ask.

Message 5 (if they hesitate) The conversation is a fit check both ways. If what you want is a doctor, a sleep study, or apnea care, I will say so and I will not sell you a coaching container.

Message 6 (if they ask for the audit) Sending the 3-night pages in this thread. Paper or a notes app is enough. No form. When you finish Night 1, send the log back here if you want me to look at it with you.

Do not send: “I treat insomnia disorder.” “I diagnose.” “I cure.” “You will sleep 8 hours.” “Free if it does not work.”

Script 3. Soft check-in with no pitch

Use when the relationship is real, the filter is uncertain, or a pitch would be crude this week.

Message 1 [Name], checking in. [One specific line about the last real thing: their launch, their move, their kid starting school, the project you shared.] How is that sitting?

Message 2 (after they reply; stay on their topic) [One honest response to what they said. No pivot yet.]

Message 3 (only if they raise energy, mornings, travel, or nights on their own) That tracks. I have been doing 1-1 work on nights and shutdown for people in the same spot. If you ever want a conversation about that, say so. If you do not, this stays a check-in.

Message 4 (if they do not raise sleep) Good to be back in touch. I will leave it here.

Message 5 (stop. Do not add a pitch on message 5 of a soft check-in.)

If they later mention nights, move to script 2 in a new exchange. Do not bolt a pitch onto a soft check-in in the same hour they told you something else.

6. Follow-up cadence until buy or explicit stop

Clock starts at the first ask (conversation or audit). If they reply and the thread is moving, do not fire the cadence; answer the human. If they go quiet after an ask, use this schedule:

Day 2 copy [Name], looping back on the conversation / 3-night pages. [Time A] and [Time B] are still open on my side. If this is a bad week, say so.

Day 5 copy [Name], one more time and then I will space this out. I can also walk the 3-night wind-down audit in this thread if a call is too much this week. If you want me to drop it, say “stop” and I will.

Day 10 copy [Name], I will assume this is a no unless I hear otherwise. Reply “stop” and I will take you off this thread’s ask list. Reply with a time if you still want the conversation.

Day 21 copy Last active note from me on this. Happy to talk if you want. If you want it closed, “stop” is enough.

Monthly copy (only if no stop) [Name], monthly check, then silence unless you reply. Still doing 1-1 sleep-habit conversations with people I know. Want one, or should I mark stop?

Stop language they can use

They may reply with any of: “stop”, “no”, “don’t contact me about this”, “remove me”, “not interested.” Treat all of those as explicit stop. They do not need a form.

How you honor a stop

1. Reply once: “Stopped. I will not ask again for 90 days unless you restart.”
2. Mark explicit_stop and explicit_stop_date on the worksheet.
3. Do not re-ask for 90 days unless they restart in their own words.
4. After 90 days, one message maximum, and only if the relationship is still real for another reason. If they stop a second time, permanent stop on this offer.
5. A stop is a successful close of the ask. It is not a failed personality test. Count it on the scoreboard (03-quality-unit-and-100-day-scoreboard.md).

Do not move them onto a new channel to dodge a stop. Do not add them to a broadcast.

7. Referral-ask scripts (two)

Referrals are an offer. They are not a favor. Ask for one named intro. No paid inducement (Steuben). No “tell them I cured you.” No request for a dumped email list.

Script A. From a non-client warm contact

Use after a real conversation, or after they said nights are fine for them and they offered to think of someone.

Message 1 [Name], I am taking this work through people I already know, then through one named intro at a time. I do not want a list.

Message 2 If you know one adult who is already paying for their own professional help, works in English, and has been complaining about unstructured nights, travel wreck, or late shutdown, would you make a 3-way intro?

Message 3 What to say: I do 1-1 behavioral sleep coaching, online, English. I am not a doctor and I do not treat apnea or diagnose. I talk first, then we decide if a coaching container fits.

Message 4 If they would rather write me first, that is better than a spreadsheet of names. If no one comes to mind, say so and I will not follow up on the intro.

Script B. From a paying client after activation

Coordinate timing with Davout. Do not ask on the invoice day. Do not ask during a medical screen. Ask after the client has started the habit protocol and Davout has marked activation.

Message 1 [Name], once you are running the protocol, I ask one thing: a named intro to one peer who already feels the same night problem. No post. No paid bonus. One name.

Message 2 Please do not tell them I cured you, that I treat insomnia, or that they will sleep a set number of hours. Tell them I ran a habit protocol with you and that I will talk before any offer.

Message 3 Best path: you introduce us in a 3-way thread, or they write me first. I will not accept a forwarded list of emails.

Message 4 If you do not want to intro anyone, say so. That does not change the work we are doing.

Testimonials, if they later exist, require consent, stay non-clinical, and are never a refund condition. Monash owns guarantee wording. Davout owns when a testimonial ask is decent. Leads does not invent a testimonial and does not make referral a condition of the container.

8. Intro protocol

The introducer makes a 3-way intro, or the peer writes first. Those are the only two acceptable arrivals.

Founder reply to a 3-way intro (same thread, then move 1-1 if the peer agrees):

[Peer name], thanks for letting [introducer] connect us. I do 1-1 behavioral sleep coaching, English, online. I do not diagnose and I am not a replacement for a clinic. If you want a 20–30 minute conversation about what your nights look like, send two times that work. If you would rather run a 3-night wind-down audit first, ask and I will send the pages in a 1-1 thread.

Refuse a dumped list of emails. Reply to the introducer:

I can take one named person who wants the conversation. I cannot take a list. If you name one, and they know I will write, I will write that one person.

A referred-in arrival is logged as referred_in on the scoreboard. The peer still has to pass the section 3 filter. An intro is not a skip of 18+, English, purchasing power, or non-emergency.

9. When they ask “are you a doctor / can you treat my apnea”

Do not diagnose. Do not name a paid doctor with a kickback. Do not continue the sales path as if coaching covers apnea. A hot screen is a successful referral.

First-DM version (short, because the first DM is not the screen): I am not a doctor. I do not diagnose and I do not treat apnea or other medical sleep conditions. If breathing, dangerous sleepiness, or a diagnosed condition is the issue, you want a qualified clinician. I can still talk if what you want is habit work after a clinician has cleared that path. If you want a doctor, I will stop the coaching ask here.

On the booked conversation (hand to Jomini/Steuben screen language; do not run a quiz in the DM): Use Jomini’s live screen. Topics that abort the coaching sale and become a refer-out: apnea signs, RLS, breathing problems, high sleepiness, bipolar/mania, seizures, safety-critical work, pregnancy. Screen-to-refer. Never screen-to-label. Mark referred_out_medical on the worksheet. Do not write a diagnosis in the notes column.

Refer-out line you can say: This is outside the coaching container. I am not the right person, and selling you a habit protocol would be the wrong next step. Please take this to a qualified clinician. I can stay available later for habit work if a clinician says that is appropriate. I do not take a fee for naming anyone.

Do not store the screen answers as a health record in WhatsApp or in the worksheet. Red-flag mentions are flags for the live screen, not stored diagnoses. See 06-handoff-funnel-bedell-smith.md.

10. What you do after they say yes to a conversation

1. Propose two times in the same thread. Do not send them to a public booking page that stores unknown emails.
2. Put the agreed time on a private calendar. Send the Zoom or Meet link in the same thread.
3. Write the fictional spec row Bedell will use. Fields in 06-handoff-funnel-bedell-smith.md. Do not stand up a live prospect spreadsheet until Steuben signs.
4. Stop. Do not send T-24h / T-2h / T-12h. Bedell owns show-up. Dual reminders are forbidden.
5. If they asked for the audit first, send 04-lead-magnet-3-night-wind-down-audit.md pages in-thread. Do not put the audit behind a form.
6. Resume warm-list follow-up on this person only after Funnel parks a second no-show.

11. Quality check before you hit send

• Does this person already know me?
• Can I state the reason they are on the list in one sentence?
• Is the ask a conversation or the audit done together?
• Did I promise a sleep outcome, a cure, a guarantee, or “I’ll work until you sleep”? If yes, delete and rewrite.
• Did I ask for an email, a waitlist join, or a form? If yes, delete and rewrite.
• Do I have a follow-up date written on the worksheet?

If any answer fails, the message is not a quality unit. Do not send it. Do not count it.

03. Quality unit definition and 100-day scoreboard

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Private sheet. No public dashboard. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 02-warm-list-construction-sop.md, 04-lead-magnet-3-night-wind-down-audit.md, 06-handoff-funnel-bedell-smith.md, 07-domain-operating-charter.md

Emperor Livingstone, this file makes a quality unit countable and auditable. A quality unit is one personalized contact with a person who already knows you, with a reason they are on the list, one clear next ask, and a follow-up plan. It sets a daily floor a solo founder can keep for 100 days without trash volume. It gives a 14-day table you can copy into a local sheet. It does not track ad spend. Ads stay closed.

Rule of 100 is a weekly floor on quality units. It is not a quota of raw sends. More-Better-New means do more of the live method, then make those contacts better, then (only after the gates) open a new method. A magnet is the free thing you give so someone can see one narrow problem clearly. Here that magnet is only the 3-night wind-down audit.

1. One quality unit (countable, auditable)

A quality unit is one personalized contact with a person who already knows you, logged on the private worksheet, that satisfies every item below.

1. Named person. First name and how_they_know_the_founder are filled. The person is 18+ or they were skipped. If age is unsure, they were skipped and this unit does not exist.
2. Specific reason they are on the list. One sentence that cites a real last contact, a shared context, or a lifestyle remark they already made. “Looks like my avatar” is not a reason.
3. One clear next ask. The ask is a conversation on a private calendar, or the 3-night audit done together in the existing thread. The ask does not promise a sleep outcome, a cure, a number of hours, or “I will work until you sleep.”
4. Follow-up plan. A next date is written before send: day 2, 5, 10, 21, or monthly, or an explicit-stop honor, per 02-warm-list-construction-sop.md.
5. Existing channel. Sent on a channel the person already uses with you (phone, iMessage, Kakao, existing email). Not a blast list. Not a new ESP. Not a public comment that tags strangers.
6. Logged. The worksheet row is updated the same day: status, next_action, and the scoreboard tick.

A follow-up that meets 1–6 is a quality unit. A named referral ask (script A or B in 02-warm-list-construction-sop.md) that meets 1–6 is a quality unit. A 1-1 audit delivery after the person asked, sent in the existing thread, is a quality unit. A show-up reminder is not a Leads quality unit. After BOOKED, Bedell owns T-24h / T-2h (T-12h only if no confirm). Dual reminders from Leads do not count and must not be sent.

Scoreboard columns stay: sent / replied / booked / offered / closed. Also track: explicit-stop, referred-out (medical), referred-in (intro). quality_units is the count of units that met the definition above. sent is the subset that were outbound asks or follow-up asks (first lines, cadence bumps, referral asks, audit-offer asks). Show-up pings are Bedell’s and do not tick Leads quality_units or sent.

2. What does not count

Do not tick quality_units or sent for any of the following:

• A copied blast to more than one person with the same first line.
• A message to a stranger, a scraped handle, or a purchased row.
• A form fill, waitlist join, email capture, or apply-now.
• A public content post in Phase 0. Posts are NOT LIVE and are not units.
• An ad impression, click, or spend line. Ads stay closed. Do not add an ad-spend column.
• Recalling a name during the 30–45 minute construction ritual without writing a first line and sending or scheduling it.
• Writing a first line and not sending it. That is construction, not a unit.
• A “like,” a story view, or a reaction with no ask.
• A message that promises a sleep outcome, a guarantee, or medical treatment. That message is a kill, not a unit.
• Opening an ad account, a CRM import, or a new marketing database.
• A live prospect spreadsheet before Steuben signs. The 06 sheet is fictional until then.
• A T-24h / T-2h / T-12h show-up ping (Bedell owns those). A dual reminder from Leads is a process failure, not a unit.
• A verbal yes treated as closed.

If Napoleon checks the sheet and a row cannot produce the reason, the ask, and the follow-up date, the unit is disallowed and the daily count is rewritten.

3. Daily target and how Rule of 100 is satisfied across a week

You are solo. One hundred first-touch cold DMs per day is refused and would produce trash. Rule of 100 is a weekly floor on quality units. It is not a daily send quota of 100.

Starting floor (weekdays): 8 quality units per weekday. Saturday: 4. Sunday: 0 required (rest, or construction ritual only). Weekly floor: 8×5 + 4 = 44 quality units. Over 100 days that pace holds without requiring stranger lists.

How a weekday 8 is composed (default mix, adjust after week 1):

If the open-follow-up stack is thinner than 3, move those slots to new first-touch. If no audit was asked for and no call is booked, move that slot to a first-touch or a referral ask. Do not invent a broadcast to fill the number.

Rule of 100 across a week, explicit arithmetic:

• Minimum quality units per week: 44 (the starting floor).
• Stretch without trash: 60 (10 per weekday + 10 Saturday). Stop there. Above 60, personalization dies on a solo calendar.
• What fills the Hormozi “100” spirit in this business: 44–60 quality units plus the 30–45 minute construction ritual on each weekday (10 names recalled, scored, first line written). Construction is not double-counted as units. The combination is the Rule of 100 applied to quality work rather than raw sends.
• You are not told to send 100 cold DMs. That sentence is the point of this file.

If a weekday produces fewer than 5 quality units, write why in notes (illness, a long sales call, a refer-out that took the hour). Two such days in a week is a review item. Five such days is a capacity question for Slim. It is not a reason to open cold or ads.

4. Column definitions

Do not add: ad spend, CPM, CPL, email-list size, form fills, ISI, AHI.

5. 100-day scoreboard template (days 1–14 as copy rows)

Copy the header and the 14 rows into a local sheet. Duplicate the blank row pattern through day 100. Do not publish this table. Day numbers are sequence, not calendar promises. Start date is UNKNOWN until you begin after Steuben’s certificate. Construction of the worksheet may begin now; ticks for sent wait on the certificate if the message is an offer of coaching.

Running totals row (keep at the bottom of the live sheet):

SUM(quality_units), SUM(sent), SUM(replied), SUM(booked), SUM(offered), SUM(closed), SUM(explicit_stop), SUM(referred_out_medical), SUM(referred_in).

Conversion formulas (write as sheet formulas; do not invent a current rate):

• replied / sent = SUM(replied) / SUM(sent)
• booked / replied = SUM(booked) / SUM(replied)
• offered / booked = SUM(offered) / SUM(booked)
• closed / offered = SUM(closed) / SUM(offered)
• closed / sent = SUM(closed) / SUM(sent)

If a denominator is 0, write “undefined” for that ratio. Do not write a placeholder close rate. Current paying clients = 0, so closed / offered and closed / sent stay undefined until the first payment.

A referred-out medical row can still have been sent and replied. It should not be forced into offered or closed. An explicit stop can still have been sent. Do not delete history to make ratios prettier.

6. Weekly review questions (More / Better / New)

Run this review every Sunday or every seventh workday. Write answers on the sheet, not in a public channel.

1. How many quality units this week versus the 44 floor? If under 44, was the miss capacity (Slim), list exhaustion, or avoidance?
2. More: Can next week add units inside warm 1-1 without copying a blast? If the list still has scored names with no first line, More is available.
3. Better: Which asks produced replies? Which first lines could have been sent to anyone (those were not quality units)? Did time-delay fall (two clock times offered same day)? Did effort fall (no form, audit in-thread)?
4. New: Illegal until Phase 1. Did I open content, cold, or an ad account? If yes, revert and record the breach for Napoleon.
5. Stops and medical refer-outs: were they honored the same day? A hot screen is a success.
6. Referrals: how many named intros asked, how many lists refused, how many referred_in?
7. Bedell handoff: does every booked row have a private calendar slot, a link both parties have, and the field list from 06-handoff-funnel-bedell-smith.md?

If the answer to question 4 is New before client 10, the week fails the operating order in 01-core-four-operating-order.md even if sent looks high.

7. Gate at client 10

When SUM(closed) first reaches 10:

1. Freeze Phase 0. Do not start content or cold that week.
2. Write the close rate as SUM(closed) / SUM(offered) and as SUM(closed) / SUM(sent) for the Phase 0 window. Write the date. Write the raw counts next to the ratios.
3. Send those numbers to Napoleon before any Phase 1 start. Include explicit_stop and referred_out_medical so the close rate is not mistaken for “everyone who replied.”
4. Apply the Phase 1 decision rule in 01-core-four-operating-order.md: stay warm if the list is not exhausted; content if a public English channel already exists and warm is exhausted; cold only if a named, permissioned, non-scraped professional context exists. Open one. Do not open both.
5. Paid stays sealed until the preconditions in 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md.

Do not forecast a date for client 10. Warm-list size is UNKNOWN. English-only plus a Seoul founder may make the list small. That is a fact for Napoleon. It is not a reason to open ads.

8. Audit method Napoleon can use

Pick any three sent ticks from the last 7 days. For each tick you must produce, in under two minutes: the name, the reason they are warm, the exact ask, the follow-up date, and the channel. If you cannot, those ticks are removed and the week is rescored. This is how the folder stays honest without a CRM.

04. Lead magnet: 3-night wind-down audit

Owner: Leads (O'Connor) Date: 2026-08-20 Status: NOT LIVE. DRAFT. NO FORM. NO EMAIL CAPTURE. NO PUBLIC POST. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 02-warm-list-construction-sop.md, 03-quality-unit-and-100-day-scoreboard.md, 06-handoff-funnel-bedell-smith.md, 07-domain-operating-charter.md

Stop rule 2026-08-20 (internal; do not copy into the sendable pages below): A magnet is the free thing you give so someone can see one narrow problem clearly. This file is the only magnet. Monash $47 Night Audit is not a substitute and stays NOT LIVE. The sendable pages below must not name a price or a branded core offer. Keep “Monash core offer” in this note only. The Night Protocol Intensive and USD 5,500 stay in 00-napoleon-lock.md only. Do not put them on the pages you send. You may walk these pages in a 1-1 thread only after the person asked, and only after Steuben’s Blue Book certificate if the send is treated as a public magnet. A private 1-1 send to a person who already has your number is still a draft until Legal signs.

Type: audit / habit map. Never diagnosis. Narrow non-clinical problem: the last 90 minutes before bed are unstructured, so the night starts late and the morning is foggy. This audit solves that narrow problem. The person leaves with a written 3-night habit map of their wind-down. The map reveals the next paid problem: installing and keeping a protocol with accountability inside the coaching container (Monash core offer; name and price UNKNOWN. Owned by Monash).

Delivery in Phase 0: you walk it with a warm person on a call, or send these pages in an existing 1-1 thread AFTER the person asked. Never a landing page. Never a PDF behind a form. Never a public post. Consumption is three nights plus one page of writing. Over-deliver with the map. Do not attach a sleep textbook.

Do not include ISI scoring, AHI, SOL/WASO as diagnostic cutoffs, or any quiz that stores health data. Wearables may sit on the nightstand as clocks. They are not used as diagnosis.

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Pages you can send or walk tonight

Copy from the next heading through the CTA. Do not add a cover brand. Do not add a price.

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3-night wind-down audit

A habit map of the last 90 minutes before bed. Behavioral sleep coaching support material. Not medical care.

Purpose

Most people do not have a medical mystery in the last 90 minutes of the day. They have an unstructured pile: leftover messages, one more document, a bright screen, and a clock they keep checking. This audit gives you a written map of those 90 minutes across three nights so you can see what you actually do, what one change did, and what you will keep. It does not tell you that you have a disorder. It does not replace a clinician.

Who this is for

Adults 18 or older who already feel that nights start late and mornings are foggy, and who can write a few timestamps on paper or in a notes app. People who work late, travel, or shut down without a close-of-work time. People who want a habit map they can hold in one page.

Who this is not for

Anyone under 18. Anyone who wants a diagnosis, a sleep study, or treatment of a medical condition. Anyone who wants this to stand in for a doctor.

Abort and refer (plain language). Stop the audit and talk to a qualified clinician if any of these are true:

• You stop breathing, gasp, or have been told you have apnea, and you want that treated.
• Your legs have to move in a way you cannot settle, and this is new or worsening.
• Breathing is hard at night or you wake choking.
• You are so sleepy that driving, operating equipment, or other safety-critical work is unsafe.
• You have bipolar disorder with mania risk, or you are in a manic or severely elevated state.
• You have seizures that relate to sleep or sleep loss.
• Your work is safety-critical (surgery, transport, heavy machinery, weapons, night control rooms) and the problem is sleepiness on duty.
• You are pregnant and you want medical guidance rather than a habit map.

If any line above is you, do not use this audit as care. Contact a qualified clinician. I do not diagnose. I do not treat apnea. I do not take a fee for naming a clinician. A coaching conversation can wait until a clinician has cleared habit work as appropriate.

What you will have at the end

One page: your wind-down habit map. It will show what you did on Night 1 (observe only), which single change you ran on Night 2, whether you repeated or reverted on Night 3, and the two or three rules you will keep next week. That page is the product. There is no score that labels a disorder.

Night 0. Setup (10 minutes, before the first observed night)

Have these ready. Nothing else is required.

1. Paper and a pen, or a notes app on a device you will not take into bed as entertainment. One page is enough.
2. A place the phone will charge that is not the pillow, the sheet, or your hand. A hook in another room is better than the nightstand if you can do it. If you use the phone as an alarm, set the alarm before you park the phone.
3. A clock you can see without opening a bright feed. A cheap travel clock is enough.
4. Tonight’s “work closed” candidate time, written as a clock time in your timezone. You do not have to hit it on Night 1. You need it on paper so Night 2 has a menu item.
5. Permission from yourself to observe without improving on Night 1. Improving starts Night 2, one change only.

Wearables. If you wear a ring or a watch, leave it on if that is already your habit. Do not open the app to grade the night. Do not use a readiness score as a diagnosis. This audit does not record AHI, ISI, SOL, or WASO as cutoffs.

What not to do on Night 0. Do not buy supplements for this audit. Do not start a new medication because of this page. Do not post the log. Do not send me health-quiz answers to store. If you want me to look at the log with you, send it in this same thread after Night 1 or after Night 3.

Write these four lines before you start Night 1:

• Charge location I will use:
• Alarm plan:
• Candidate “work closed” time:
• I will observe only on Night 1 (yes / no):

Night 1. Observe only

Do not improve the night. Watch it. The map is wrong if you perform a better version of yourself on night one.

When to start the log. 90 minutes before you intend to be in bed, or 90 minutes before you actually start drifting toward bed, whichever you notice first. If you intended 23:00 and you are still in the document at 00:10, start the log when you notice. Write the intended time and the actual start.

Timestamped log of the last 90 minutes. Add a line each time you change activity. Clock time, what you were doing, light (bright / dim / dark), phone in hand (yes / no), and whether this was leftover work.

Prompts. Answer in short phrases after you are in bed or the next morning. Leave blank if you do not know. Do not invent a clinical number.

1. Intended bed time I had in my head:
2. Time I actually got into bed:
3. Time I stopped work (messages, documents, “one more thing”):
4. Last thing I looked at on a screen:
5. Where the phone spent the last hour:
6. Did I check a clock after I meant to be done for the night? (yes / no / unsure)
7. Morning: foggy / mixed / clear enough to start the first block. Phrase only. No score.
8. One sentence: what made the last 90 minutes unstructured?

Rule for Night 1. If you catch yourself “doing the audit well,” write that down as an activity line and continue. The honest log is the win.

If you want a second pair of eyes on Night 1, send the table and the eight prompts back in this thread. I will not store it as a medical record. I will not score you.

Night 2. Run ONE change from this menu

Pick one item. Write it before the evening starts. Run only that item. Leave the rest of the night as it was on Night 1 so you can see the change.

Menu (pick one):

A. Charge the phone outside the bed. Park it at the Night 0 location before the last 90 minutes begin. Alarm already set. B. Dim the last hour. Overhead lights off or low. Screens at the lowest usable brightness. No new bright room. C. Fixed “work closed” time. The candidate time from Night 0 becomes a close. After that clock time, documents and work chat are done. Personal messages wait. D. No clock-checking after lights-out. Clock faces away or in the other room. If you wake, you do not do math on the remaining hours.

Write tonight’s pick: A / B / C / D:

Run the Night 1 log again (same table). After the night, answer:

1. Did I actually run the one change? (yes / partial / no)
2. Where did it break if it broke?
3. Morning phrase: foggy / mixed / clear enough. Same words as Night 1 so you can compare.
4. One sentence: what was easier or harder because of the one change?

Do not add a second change because the first felt easy. The map needs a clean comparison.

Night 3. Repeat the Night 2 change or revert

Before evening, choose:

• Repeat. Same single change as Night 2. Confirm you can do it on a more ordinary night (a meeting-heavy day, a travel day, a night someone else is in the house).
• Revert. Go back to Night 1 behavior on purpose. Use this if Night 2 was a performance you cannot keep, or if you need a cleaner contrast.

Write the choice: repeat / revert:

Run the same log table. After the night, answer:

1. Repeat or revert:
2. Compared with Night 1, the last 90 minutes were: more structured / the same / less structured.
3. Compared with Night 2, keeping the change was: realistic / only possible on an easy night / not realistic.
4. Morning phrase: foggy / mixed / clear enough.
5. The one change I will keep next week (A/B/C/D or a tighter version in my words):
6. The thing I will not pretend I will do:

Habit-map template (fill this on the morning after Night 3)

This is the one page you keep. Copy it into your notes.

Wind-down habit map (3 nights)

• Name I use with [founder]:
• Dates of Night 1 / 2 / 3: / /
• Intended bed time I keep saying I have:
• Actual bed time range across the three nights:
• Work-closed time that is real on a normal weekday:
• Phone charge location I will use:
• Light rule for the last hour:
• Clock-checking rule after lights-out:
• The single change I tested (A/B/C/D):
• Keep / drop / shrink that change:
• Two rules I will run for the next 7 nights:

• The next problem I cannot solve with a 3-night map alone (examples: I close work and then reopen it; I travel two weeks a month; I can map the hour and I cannot keep it without someone checking):
• I want a conversation about installing a protocol I will actually keep: yes / no / not now

If you write “yes” on the last line, reply in this thread and we will book a time on a private calendar. No form.

What this is not

This audit is not a diagnosis. It is not a sleep study. It is not treatment. It is not CBT-I therapy. It is not a score that labels a disorder. It is not a promise of a number of hours. It is not apnea care. It is not a substitute for medical care. When Legal allows public words, the live business may say “CBT-I-informed behavioral sleep coaching” and “research-backed sleep education and habit protocol.” Those phrases do not turn this 3-night map into therapy.

I will not ask you for an ISI score, an AHI number, or a quiz that I store. If a clinician already gave you numbers, keep them with the clinician.

After the map: conversation, not a form

If you want help installing a protocol you will actually keep, reply in this thread and we book a conversation. I work 1-1. My calendar is limited by real hours, not by a fake “spots left” countdown. I will offer two times. We will use Zoom or Meet. If the conversation shows you need a clinician, I will say so and I will not sell you a coaching container.

Do not drop an email into a box. There is no box. Do not join a waitlist. There is no waitlist. If you do not want the conversation, keep the map. That is a complete outcome for this audit.

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Notes for you (do not paste into the thread unless asked)

Job of this magnet. Complete solution to a narrow problem (unstructured last 90 minutes → written map). Time-delay is three nights. Effort is a table and a page. The leftover problem the map cannot finish is installation and accountability. That leftover is the Monash core offer on the call. Do not preview a price. Price is UNKNOWN. Owned by Monash.

How this becomes a quality unit. A quality unit is one personalized contact with a person who already knows you, with a reason, a clear ask, and a follow-up plan. Sending these pages after they asked, in the existing thread, ticks a quality unit and sent if the send includes the conversation ask at the bottom, or ticks a quality unit only (audit delivery) if they already booked. See 03-quality-unit-and-100-day-scoreboard.md.

What to do with the log they send back. Read it in the thread. Comment on structure (when work actually closed, where the phone lived, whether Night 2 was one change). Do not label a disorder. Do not file the log in WhatsApp as a health record. Do not copy it into a CRM. If red flags appear, stop and use the refer-out language in 02-warm-list-construction-sop.md section 9.

Kill tests before any future public version. A doctor would have to sign a diagnostic rewrite. A form would store the answers. A stranger list would receive this as a blast. Any of those kills the artifact. Steuben still has to sign before this can be a public magnet. Until then it stays 1-1 and draft.

Naming rule (Hormozi modify). No interval plus quantified sleep metric in the title. The title is “3-night wind-down audit,” which names a work period and a process. It does not name “sleep 8 hours in 3 nights.” Do not rename it to include hours slept.

06. Handoff spec for Bedell (funnel)

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Internal spec. Zero public form. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 02-warm-list-construction-sop.md, 03-quality-unit-and-100-day-scoreboard.md, 04-lead-magnet-3-night-wind-down-audit.md, 07-domain-operating-charter.md

Emperor Livingstone, this is the spec Bedell can build against. Leads gets a named warm adult onto a private conversation. After booked is true, Bedell owns show-up and the rest of the funnel. Slim owns invoice mechanics and capacity. Monash owns the offer on the call. Sales-call script is Bedell + Monash. Leads does not write the close. Leads does not build a landing page, apply form, quiz, waitlist, pixel, VSL, or webinar.

A quality unit is one personalized contact with a person who already knows you, with a reason they are on the list, one clear next ask, and a follow-up plan. A magnet is the free thing you give so someone can see one narrow problem clearly.

Until Steuben issues a dated Blue Book sign-off certificate, even this path stays internal. No public booking page that stores unknown emails. The spreadsheet described here is a fictional spec. Do not stand up a live sheet that stores prospect rows until Steuben signs.

1. Definition of a BOOKED conversation (Leads side)

A conversation is booked when all four are true:

1. A named warm adult, 18 or older, agreed to a time in an existing 1-1 channel.
2. You put that time on a private calendar you control.
3. Both parties know the Zoom or Meet link (sent in the same thread).
4. A fictional spec row is written (section 3). A live spreadsheet that stores prospect data stays off until Steuben signs.

If any one is missing, the scoreboard may not tick booked. A “we should talk sometime” is not booked. A public booking page that captured a stranger’s email is a banned artifact and is not booked.

2. Path (min-path, this is the only path)

warm 1-1 message → verbal or 1-1-sent calendar slot (never a public booking page that stores unknown emails) → BOOKED (Leads stops) → show-up owned by Bedell (T-24h / T-2h; T-12h only if no confirm) → conversation → if fit, Monash core offer → invoice (Bedell / Slim) → kickoff.

Channel for the first four steps: the existing thread (iMessage, Kakao, existing email, existing phone). Personal WhatsApp is not a health-notes store. Do not move clinical remarks into WhatsApp to “keep the spreadsheet clean.”

After client 10, if Phase 1 is content, Bedell still owns any future public page. Leads will not publish. The min-path above remains the default until Napoleon writes a new one. Quiz, VSL, webinar, and 14-email sequence stay off before client 10 and stay off until Bedell + Steuben + Napoleon agree they are needed. They are not needed to get to 10.

3. What Leads will pass in the spreadsheet row

One row per person. Local sheet. Not a CRM. Not an ESP. No health-quiz payload.

Forbidden on the row: purchased emails, scraped handles, quiz answers, sleep-diagnosis labels, wearable exports, a copy of the Night 1 log stored as a health record.

Ask of Bedell: confirm these columns are enough for you to run show-up, close, pay, and kickoff. The live sheet stays fictional until Steuben. If Bedell needs an extra operational field (invoice ID, kickoff date), add it. Do not add a medical field.

4. What “fit” means for booking

Leads books when all of the following look true from the thread. The call can still reverse a yes.

• They have the problem as they already feel it: unstructured nights, expensive mornings, travel wreck, late shutdown. They said it, or they asked for the audit.
• They have money enough that a high-ticket coaching container is not a joke. Signal: they already pay for private professional help, they run a company, they are an exec or high-performer. Price is UNKNOWN. Owned by Monash. Leads does not quote a number to “test budget” with a made-up figure.
• 18 or older. If unsure, do not book.
• English-capable enough for online coaching in English.
• They are not asking for medical treatment, a diagnosis, apnea care, or a clinic replacement.

Disqualify before the calendar if they want a doctor as the service:

Disqualify script (same thread): I am not a doctor. I do not diagnose and I do not treat apnea or other medical sleep conditions. If that is what you need, a qualified clinician is the right next step. I will not book a sales conversation for a service I cannot sell you. If a clinician later says habit work is appropriate, write me and we can talk about coaching then.

Mark referred_out_medical if the thread ended on a clinician path. Count it as a success on the scoreboard.

Conservative geo: if they state UK/EU residency, do not add them to a new list and do not invoice until Steuben has looked at the row. Point at Steuben. Do not write a Korean legal conclusion.

5. What “fit” means for offering (Bedell + Monash on the call)

Leads only gets them on the call. On the call, Jomini’s screen runs. Hot screen → refer-out, no offer. If the screen is clear and they still have the problem, the money, the language, and the willingness to do daily-habit work, Bedell + Monash may present the coaching container. Guarantee wording is UNKNOWN. Owned by Monash. Process/effort only if it exists. Leads does not invent a guarantee to help the close.

6. Show-up (Bedell owns). Leads does not dual-remind

Stop rule 2026-08-20. After BOOKED, Bedell owns show-up. Cadence Bedell runs: T-24h and T-2h. T-12h only if there is no confirm. Same thread. No email sequence. No SMS platform. No reminder tool that stores a new prospect list.

Leads does not send a parallel T-24h, T-2h, or T-12h. Dual reminders are a process failure.

When the slot is agreed (Leads, day 0 of the booking, this is the book, not a reminder): [Name], booked [day, date, time Seoul] / [their clock if different]. Link: [URL]. If you need to move it, write here.

Do not add “I will ping you tomorrow.” Bedell owns the pings.

If they miss: Bedell / Funnel handles the first miss and the second miss. Leads stays out. After Funnel parks a second no-show (row marked no-show ×2, or equivalent), Leads may resume the warm-list follow-up cadence in 02-warm-list-construction-sop.md. Until Funnel parks that second no-show, Leads does not re-enter the thread with a new ask. Do not build a 5-email no-show sequence in this folder.

7. What Leads will NOT build

• Landing page
• Apply form
• Quiz
• Waitlist
• Pixel
• VSL
• Webinar
• Public booking page that stores unknown emails
• ESP list
• Chatbot
• “Spots left” banner
• Ad account (see 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md)

If another owner asks for any of the above before client 10, the answer is no and the citation is 01-core-four-operating-order.md plus Steuben’s unsigned Blue Book.

8. Ask of Bedell (explicit)

Confirm in writing, back to O'Connor and Napoleon:

1. The spreadsheet columns in section 3 are accepted, or send the minimum extra operational fields. No medical columns.
2. The 1-1 calendar method (private calendar + link in-thread) is accepted. No public booking page until Steuben clears collection.
3. The close → pay → kickoff checklist Bedell will run after offered = yes. Include who sends the invoice (Slim) and who schedules kickoff (Davout / Slim). Leads ticks closed only when money is in. A verbal yes is not closed.
4. Confirm you own T-24h / T-2h (T-12h only if no confirm) and that Leads will not send dual reminders. Confirm you will park a second no-show in writing so Leads can resume warm follow-up.

Sales-call script remains Bedell + Monash. Jomini supplies screen content. Steuben can kill a launch, an ad, or a collection object on the day it appears.

9. After client 10

If Phase 1 is content, Bedell still owns any future public page. Leads will not publish. If Phase 1 is cold, Leads will write a new quality-unit definition for the named professional context and will still hand booked rows in this same shape. Paid remains sealed until the preconditions in 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md.

10. Capacity interface with Slim

Leads will not book a conversation in a week Slim has marked full. If two times are offered in a thread, those times must already be free on the private calendar. Honest capacity language only. No manufactured scarcity.

07. Domain operating charter

Leads (O'Connor)

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Internal charter. Draft-only until Steuben certificate. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 02-warm-list-construction-sop.md, 03-quality-unit-and-100-day-scoreboard.md, 04-lead-magnet-3-night-wind-down-audit.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md, 06-handoff-funnel-bedell-smith.md, STATUS.md

Emperor Livingstone, this charter binds the Leads folder for the high-ticket behavioral sleep coaching business (Seoul, solo, English only, fully online). Facing name is Emperor Livingstone. The one contract note on legal name is in README.md.

This is the authority file for everything else in this folder. If a later file conflicts with this charter on a stop rule, ownership, or min-path, this file wins until Napoleon writes a revision.

A quality unit is one personalized contact with a person who already knows you, with a reason they are on the list, one clear next ask, and a follow-up plan. Core Four means the four ways to get leads, in the only order this business may open them: warm outreach, content, cold outreach, paid ads. Rule of 100 is a weekly floor on quality units. It is not a quota of raw sends. More-Better-New means do more of the live method, then make those contacts better, then (only after the gates) open a new method. A magnet is the free thing you give so someone can see one narrow problem clearly.

1. Who reports to whom

Do not write to Emperor Livingstone unless he writes first. Napoleon is who gets phase-gate numbers and the close rate. O'Connor writes the Leads method. You do the work. No extra seats.

Khaldun reads only with Napoleon permission. Do not copy this folder to Khaldun as a courtesy.

2. What this folder is for

Get 10 people to pay for the coaching container through warm 1-1 quality units, then stop and write the close rate, without publishing a banned artifact. The business, once live and once Steuben has signed, may do three things: give verified research-backed sleep information; fit a program to lifestyle and needs; run daily-habit accountability. Leads exists to put the right warm adult on a conversation where those three things can be offered. Leads does not exist to manufacture an audience, an ad account, or a clinic.

“No audience” means build the warm list from memory and existing personal surfaces. It does not mean run ads.

3. Hard boundaries

• Steuben has not signed the Blue Book. Until a dated sign-off certificate exists: zero public magnets, zero intake, zero pixels, zero paid ads, zero community join forms, zero email capture, zero public waitlist.
• Offer name, price, and guarantee wording are owned by Monash. This folder says “the coaching container” / “Monash core offer.” One magnet only: the free 3-night wind-down audit. Monash $47 Night Audit stays NOT LIVE. Do not put price in public copy. Do not put the core offer name or the price into scripts or sendable pages. Those words live only in 00-napoleon-lock.md until Napoleon orders them after Steuben sign-off.
• Forbidden public language is also forbidden in drafts that can leak: “CBT-I therapy,” “treatment of insomnia disorder,” “we diagnose,” “we cure,” hours-slept guarantees, apnea treatment.
• Screen-to-refer. Never screen-to-label. A hot screen is a successful referral.
• Conservative geo default from Legal: exclude UK/EU until a GDPR+CAP set exists.
• No personal WhatsApp as a health-notes store.
• No scraped or purchased stranger lists. No 100 generic DMs. No marketing database built by copying contacts into a new store.
• No opening of folder 05-ads-DO-NOT-OPEN-AD-ACCOUNT/ as an account.
• Do not write to Emperor Livingstone unless he writes first.
• Draft-only until Steuben certificate. The other owners may draft internally. They may not publish from this folder.

4. What this folder owns

• Core Four operating order and phase gates (01-core-four-operating-order.md)
• Warm-list construction method, filters, ACA scripts, follow-up cadence, referral asks with no paid inducement (02-warm-list-construction-sop.md). ACA means Acknowledge, Compliment, Ask: three short beats in a 1-1 message.
• Quality-unit definition, Rule of 100 application, 100-day scoreboard (03-quality-unit-and-100-day-scoreboard.md)
• First lead magnet draft: 3-night wind-down audit / habit map (04-lead-magnet-3-night-wind-down-audit.md)
• Sealed Phase 2 ad angles and the do-not-claim list (05-ads-DO-NOT-OPEN-AD-ACCOUNT/)
• Booked-conversation definition and the spreadsheet row passed to Bedell (06-handoff-funnel-bedell-smith.md)
• This charter
• Stop rules (00-napoleon-lock.md)

Hormozi keep, as applied here: Core Four; Rule of 100 on quality units; More-Better-New inside the live method; value equation with emphasis on time-delay and effort; lead magnet as a complete solution to a narrow problem that reveals the next paid problem; follow-up until buy or explicit stop; referrals as an offer. Referrals are not a favor.

5. What this folder does not own

• Steuben: launch, ads, collection, Blue Book certificate, ad pre-clearance, kill authority. Korean legal conclusions.
• Monash: offer architecture, price, guarantee wording, claims lexicon, the avatar when Monash writes one.
• Bedell: funnel after booked, sales-call script (with Monash), onboarding path, any future public page.
• Jomini: screen content, program design, abort-and-refer clinical topics in their full form.
• Davout: post-sale activation, when a client may be asked for a referral or a testimonial.
• Slim: capacity, hours, whether a week can take a conversation, whether cash can survive a lost ad month, invoice mechanics with Bedell.
• Khaldun: history and external reading, and only with Napoleon permission.
• Emperor Livingstone: anything he has not asked.

6. Min-path

DM or existing-thread message → manual private calendar → BOOKED → Bedell show-up → Zoom or Meet → invoice → kickoff. The 06 spreadsheet is a fictional spec until Steuben. Quality unit in, booked row out. After booked, Leads does not dual-remind. See 06-handoff-funnel-bedell-smith.md. First lead getter after client 1: client referrals with no paid inducement. Until client 1: warm 1-1 plus named intros from non-client warm contacts.

7. Decision patterns

1. If the action publishes, collects, or pays a platform, stop and ask Steuben. If there is no certificate, the answer is no.
2. If the action names a price, a guarantee, or an offer title, stop and ask Monash.
3. If the action is a page, a form, a sequence, or a booking tool that stores unknown emails, stop. Bedell owns that class of object and the current answer is do not build it.

3a. After BOOKED, do not send a show-up ping. Bedell owns T-24h / T-2h (T-12h only if no confirm). Resume this person only after Funnel parks a second no-show. 3b. Tick closed only when money is in. A verbal yes is offered. 3c. Do not stand up a live prospect spreadsheet until Steuben. The 06 sheet is fictional.

1. If the person wants a doctor, refer out. Do not improve the pitch.
2. If the list is warm and not exhausted, stay on warm. Exhaustion is operational. It is not emotional.
3. After client 10, pick one of content or cold by the rule in 01-core-four-operating-order.md. Do not open both. Paid last.
4. More, then Better, then New. New is illegal in Phase 0.
5. If a message could be sent to anyone, it is not a quality unit. Do not send it. Do not count it.
6. If a doctor would have to sign it, if it is a list of strangers, or if it is a form, kill it.

8. Failure modes

• Trash volume. Counting blasts as Rule of 100. Symptom: high sent, no reasons on the rows. Fix: Napoleon check of three ticks (03-quality-unit-and-100-day-scoreboard.md section 8).
• Legal leak. Public magnet, form, pixel, or ad before the certificate. Symptom: a URL or an account exists. Fix: Steuben kill. O'Connor reports the breach the same day.
• Clinic drift. Language slides into treat / cure / diagnose / apnea protocol. Symptom: a DM uses a banned pair from 05-ads-DO-NOT-OPEN-AD-ACCOUNT/do-not-claim-list.md. Fix: rewrite from the allowed column. Refer out if the person asked for treatment.
• Database creep. Contacts copied into a new store “for marketing.” Symptom: an ESP, a CRM import, or WhatsApp used as a health file. Fix: delete the new store. Return to the worksheet-as-thinking-aid.
• Phase skip. Content, cold, or paid opened because the warm list felt small. Symptom: a new channel without 10 closes. Fix: revert. Send Napoleon the actual list size. English-only plus a Seoul founder may make the warm list small. That is a leftover fact. It is not a license to advertise.
• Offer invention. A price or a branded name appears in a DM to “help them decide.” Fix: delete. Point at Monash.
• Guarantee leak. “I’ll work until you sleep” or “free if you don’t sleep better.” Fix: kill the script. Monash owns process/effort language.
• Referral as favor or as bribe. Asking for a dumped list, or offering paid inducement. Fix: one named intro, 3-way or peer-writes-first, no pay.

9. When to escalate to Napoleon

Escalate the same day, in writing, when any of the following happens:

• A banned artifact was published or an ad account was opened.
• A person under 18 was contacted about sleep.
• A medical emergency or safety-critical sleepiness appeared and you are unsure whether the refer-out was enough. (Jomini/Steuben own the screen; Napoleon is informed.)
• UK/EU residency appeared on a row that is about to be invoiced.
• You want to open content, cold, or paid before the gates.
• SUM(closed) reaches 10 (this is a success escalation: freeze Phase 0, send the close rate).
• Weekly quality units fall under 5 per weekday for two weeks and the cause is not a planned Slim hold.
• Another owner blocks the min-path (example: Bedell wants a public apply form; Steuben has not signed).

Do not escalate ordinary explicit stops. They are the system working.

10. How this folder works with the other owners

11. Draft-only rule

Every file in this folder is DRAFT. Nothing here is live. Public-facing artifacts (the audit pages, the ad angles, the DM scripts if they were posted) stay in the folder until Steuben’s dated certificate. You may build the private worksheet from memory now. You may not capture new prospect data on a form now.

12. Success criteria for this folder in Phase 0

All four must be true at the same time:

1. 10 paying clients from warm 1-1 quality units. Current paying clients = 0.
2. Zero banned artifacts published (no public magnet, no intake, no pixel, no paid ad, no join form, no email capture, no public waitlist, no ad account).
3. Scoreboard filled daily on workdays per 03-quality-unit-and-100-day-scoreboard.md.
4. Every conversation booked without a public form, meeting the booked definition in 06-handoff-funnel-bedell-smith.md.

A folder that hits 10 by opening a form has failed. A folder that hits 10 with clinic language has failed. A folder that writes a beautiful set of files and sends no quality units after the certificate has failed.

13. How you should read this charter on a workday

Open 02-warm-list-construction-sop.md and run the ritual. Send quality units. Log them on 03-quality-unit-and-100-day-scoreboard.md. If they ask for the pages, send 04-lead-magnet-3-night-wind-down-audit.md in the thread. If they say yes to a time, write the Bedell row. If they ask if you are a doctor, refer out. Do not open folder 05. Do not invent a price. Report to Napoleon only at the thresholds above.

STATUS. Leads folder writing pass

Owner: Leads (O'Connor) Date: 2026-08-20 Status: DRAFT. Nothing here is live. Current paying clients: 0 Cross-links: README.md, 00-napoleon-lock.md, 01-core-four-operating-order.md, 02-warm-list-construction-sop.md, 03-quality-unit-and-100-day-scoreboard.md, 04-lead-magnet-3-night-wind-down-audit.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/README.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/angles-and-copy.md, 05-ads-DO-NOT-OPEN-AD-ACCOUNT/do-not-claim-list.md, 06-handoff-funnel-bedell-smith.md, 07-domain-operating-charter.md

File path list

What is finished

The Phase 0 lead system is drafted end to end: operating order, warm-list SOP with copy-pasteable scripts, quality-unit math, a 3-night audit you can walk tonight after the person asks, a sealed ads packet so Phase 2 does not start from zero, a Bedell handoff spec, and a domain charter. No form, CRM, waitlist, or ad account was created. No one was contacted. No price, offer name, close rate, testimonial, or client count was invented. Current paying clients remain 0.

Residuals

• Offer name/price unknown in public copy; Blue Book unsigned; warm-list size unknown; English-only + Seoul founder may make the warm list small; no counsel has cleared copy.

Confidence

• High on process stop rules and scripts; medium on avatar until Monash writes one; low on any live-performance forecast.

Acceptance (2026-08-20)

Package accepted as Phase 0 draft. File 06 routed to Bedell. Files 04 and 05 stay off every public surface until Steuben certificates. Folder stands by for Monash avatar and price so scripts can take the real offer name. Outreach is forbidden until ordered.

Stop rule (2026-08-20, magnet)

One magnet only: free 3-night wind-down audit (04-lead-magnet-3-night-wind-down-audit.md). A magnet is the free thing you give so someone can see one narrow problem clearly. Monash $47 Night Audit stays NOT LIVE and is not a Leads magnet. Public copy continues to say “Monash core offer.” The Night Protocol Intensive / USD 5,500 lives in the internal stop-rule file only (00-napoleon-lock.md). It is not in scripts, sendable magnet pages, or ad primary text. No outreach.

Residuals update: core offer name and price are known internally and still banned in public copy until Steuben sign-off plus a Napoleon order to use them.

Stop rule (2026-08-20, show-up and closed)

After BOOKED, Bedell owns show-up (T-24h / T-2h; T-12h only if no confirm). Leads does not send dual reminders. Warm-list follow-up on that person resumes only after Funnel parks a second no-show. closed means money in. A verbal yes is not closed. Spreadsheet in 06 stays fictional until Steuben.

Changelog (2026-08-20 voice pass)

Rewrote in place, ordinary voice, same operational rules. Status still DRAFT. Nothing live.

• /workspace/sleep-coaching-business/leads/README.md
• /workspace/sleep-coaching-business/leads/00-napoleon-lock.md (title and body now “Stop rules.” Filename kept.)
• /workspace/sleep-coaching-business/leads/01-core-four-operating-order.md
• /workspace/sleep-coaching-business/leads/02-warm-list-construction-sop.md
• /workspace/sleep-coaching-business/leads/03-quality-unit-and-100-day-scoreboard.md
• /workspace/sleep-coaching-business/leads/04-lead-magnet-3-night-wind-down-audit.md
• /workspace/sleep-coaching-business/leads/06-handoff-funnel-bedell-smith.md
• /workspace/sleep-coaching-business/leads/07-domain-operating-charter.md
• /workspace/sleep-coaching-business/leads/STATUS.md

Did not open, read, list, or edit anything under /workspace/sleep-coaching-business/leads/05-ads-DO-NOT-OPEN-AD-ACCOUNT/. Did not open collection, ads, or forms to the public. Did not make anything live. Did not send outreach. Did not create a form, CRM, waitlist, or ad account.