Scope: client-account. A Rye Valley delivery decision about how we run Adam Gillman’s account. Not a Rye Valley business decision; do not roll into Rye Valley decision logs or scoreboards.
- Date: 2026-10-12
- Decider(s): Michael Houck, Blake Stewart
- Status: decided
Decision
Starting next week, Adam’s account gets one lead magnet per week. Hermes generates ~20 ideas from what it knows about Adam plus research on lead magnets that perform for his ICP, builds the best 2 per batch, publishes each with a page on his site; Blake rolls them into weekly content. In the meantime, ~80% of post hooks lean on numbers and credibility.
Context
Drop-off analysis showed a small engagement dip, expected after engagement-baiting and aggressive shilling stopped at Adam’s request. Lead magnets and credibility hooks replace those levers.
Options considered
Blake sourcing lead magnet ideas first and handing to Michael (rejected: Michael proposed the reverse, Hermes generates and builds, Blake deploys).
Consequences
- Michael owns building the Hermes process; Blake tells Michael monthly volume needed.
- Blake may need to surface specific numbers from Adam for hooks.