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🗺️ 90-Day Implementation Roadmap
Month-by-month checklist for launching your reputation intelligence program
Brand Intelligence. Delivered.
Instructions
Roadmap & Checklist
Purpose
The 90-Day Roadmap translates the methodology in this book into a week-by-week implementation plan. It answers the question every practitioner asks after finishing a framework book: okay, but where do I actually start?
The Key Insight: The sequence matters as much as the content. Don't start scoring articles before you've defined your pillars. Don't deliver your first SIGNAL Brief before you've had at least one conversation with Henrik. Build the foundation before you build the intelligence.
How to Use This Tool
Track Your Progress
Use the Roadmap & Checklist tab to track your completion of each task week by week. Check items off as you complete them — the progress bar updates automatically.
Go/No-Go Checkpoints
At the end of each month there is a Go/No-Go checkpoint — a single question that tells you whether you're ready to move to the next phase. Don't proceed to Month 2 until you can honestly answer Month 1's checkpoint question with a yes. These gates exist for a reason.
The Three Phases
Month 1 — Foundation: Discovery and infrastructure. You're building the scaffolding. Nothing goes to Henrik yet.
Month 2 — Build: Scoring and competitive analysis. You're running the system and finding your baseline. Still internal.
Month 3 — Deliver: Communication and proof. You're in front of Henrik with intelligence he acts on. This is where the career shift happens.
Adjust the Timeline
For teams with more resources, this can be compressed to 60 days. For solo practitioners building on top of existing responsibilities, 90 days is realistic. What matters is completing each phase fully before moving on — not the calendar.
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Overall 90-Day Progress
📐 Month 1 — Foundation
Discovery and infrastructure. Build the scaffolding. Nothing goes to Henrik yet.
Week 1–2: Discovery
Identify your Henrik (executive sponsor)
Who has decision-making authority and genuine interest in reputation intelligence?
Schedule PBI conversation
Block 60–90 minutes. Use the Persona Canvas from Tool 1.
Complete Persona Canvas
Document Henrik's objectives, decision cadence, and success definition.
Build Media Weighting Matrix
Score 50–100 outlets that matter to Henrik's business. Use Tool 3.
Complete Competitor Influence Scorecard
Identify and score 3–5 key competitors. Use Tool 4.
Complete Priority Markets Map
Tier Henrik's markets by strategic value, risk, and media ecosystem. Use Tool 2.
Week 3–4: Infrastructure
Define 3–5 reputation pillars from PBI
Use the Pillar Definitions section of Tool 5. Each pillar needs keywords, examples, and a weight.
Set up media monitoring queries
Build Boolean search strings for each pillar in your monitoring platform.
Set up MRS scoring workflow
Configure Tool 5 Article Scorer with your pillar list and calibration factor.
Establish tagging workflow
Document your daily → weekly → monthly cadence. Assign owners if you have a team.
🚦
Month 1 Go/No-Go Checkpoint
Do you have documented pillars with keywords, a working scorecard setup, and a monitoring query for each pillar?
Month 1 Notes
🔨 Month 2 — Build
Scoring and competitive analysis. Run the system. Find your baseline.
Week 5–6: Scoring
Score first 100 articles manually
Use Tool 5 Article Scorer. Manual scoring builds calibration intuition you can't skip.
Calibrate scoring factors
Review distribution. If scores cluster at extremes, adjust your Calibration Factor.
Calculate baseline MRS by pillar
This is your Month 0 — the benchmark everything else will be measured against.
Week 7–8: Competitive
Add 2–3 key competitors to monitoring
Start with the top scorers from your Competitor Influence Scorecard.
Score competitor coverage using same rubric
Consistency is critical — use identical scoring criteria for your brand and competitors.
Build first Competitive Scorecard
MRS by pillar: your brand vs. top 2–3 competitors. This is your Gap Analysis source.
🚦
Month 2 Go/No-Go Checkpoint
Can you show Henrik where your brand stands versus competitors on each reputation pillar?
Month 2 Notes
🚀 Month 3 — Deliver
Communication and proof. Get in front of Henrik with intelligence he acts on.
Week 9–10: Communication
Create first SIGNAL Brief
Use Tool 6. Lead with the Executive Summary. Write it last.
Deliver to Henrik for feedback
Don't email it — walk him through it. Watch his reactions. Listen more than you talk.
Refine based on his response
What did he focus on? What did he ignore? Adjust your pillar weights and format accordingly.
Week 11–12: Prove
Document one decision influenced by your intelligence
Doesn't have to be huge. A messaging adjustment, a media pitch, a resource reallocation — anything that wouldn't have happened without your brief.
Build first Proof Chain
Signal → Brief → Decision → Outcome. Document this sequence. This is your ROI story.
Plan Month 4–6 expansion
Add a second persona? Expand to additional markets? Add a new pillar? Use what you learned to scale deliberately.
🏆
Month 3 Go/No-Go Checkpoint
Has Henrik acted on something you provided? Can you document the proof chain from signal to decision?
