scope: client-account — A Rye Valley delivery decision about how we run a client’s account. Ours to make, about their account.
Date: 2026-09-22 Decider(s): Michael Houck, Blake Stewart, Tatem Status: decided
Decision
Launched Adam Gillman’s full content engagement: scripted short-form video primary (JOLT), X + LinkedIn daily written content (Megaphone), microboosting TikTok only at launch. First X posts target end of September; all channels start Monday October 5 (week 3). Michael to deliver funnel proposal within 48 hours.
Context
First kickoff call with full delivery team (Michael, Blake Stewart AM, Blake Emal writer, Tatem video, Ben Ornstein CoS) and Adam Gillman. Adam is terminating his previous content agency; needs X live before end of September. New client onboarded Sep 19 via client portal.
Options considered
- Interview-style vs. scripted video: scripted chosen for follower conversion via credibility line + CTA; interview-style mixed in occasionally
- Microboosting across all platforms: rejected; TikTok only to compress iteration learning from 3 months to 1
- Weekly newsletter at $9.99/month: rejected by Adam; newsletter is an entry point to a higher-priced program, not standalone product
- Daily vs. weekly filming sessions: weekly batching chosen (90 min or two 45-min blocks) to fit Adam’s schedule
Consequences
- Blake Stewart: AM for written content, schedule weekly topic-gathering sync with Adam
- Blake Emal: lead writer, get X ideas to Adam by end of this week
- Tatem: video lead, send equipment recommendations, microboost TikTok at launch
- Ben Ornstein: newsletter setup, brainstorm newsletter directions internally before presenting to Adam
- Michael: deliver funnel proposal + low-end offer repricing within 48 hours, add Gary and Matt to Slack
- Adam: share 12-topic Apple Note PDF (content pillars), share fireside chat video (excluding co-founder comment), provide LinkedIn verification code