Webgold Designs Ltd · Strategic doctrine

Master GTM · The Reef

The governing doctrine for how Webgold Designs builds, attracts, and serves a Caribbean digital strategy market that does not yet have a name for what we do.
DT-28 · Webgold Designs Ltd marketing only · Buzz Media + Buzz Experiences out of scope

What this is

The Master GTM is the parent doctrine that governs every marketing motion Webgold Designs ships — every published opinion, every named-author piece, every event, every channel allocation, every campaign. It exists because the audience we are building does not yet exist. The Caribbean digital strategy market is shaped by a translation tax — the invisible cost of teaching non-regional firms how to operate inside our context. Webgold absorbs that tax by being from here, and the Master GTM is how we make that absorbtion visible enough that the prospects we want choose to come and watch us build.

"Webgold sells the right to think clearly about your digital future from inside the Caribbean context — with proof, with continuity, and without translation tax." — Spine §2 · the load-bearing sentence

The doctrine is built around one central metaphor (The Reef) and one central insight (build-as-attraction). The Reef is what we are constructing — a feeding ground of authority that the right prospects find their way toward, not a funnel they are pushed through. Build-as-attraction means the construction itself is the invitation. We do not build then attract; we build as attraction.

How it all works together

One Spine + three operating instruments + one calendar + one register + one card. Six artefacts, one cascade.
Doctrine
The Spine (The Reef v1.0) is the canonical doctrine. It defines the four-position commitment, the channel hierarchy, the content portfolio mix, the kill list, and the economic logic. Read once, refer back. Every other artefact inherits from it.
Operating instruments
The Phase Architecture binds the rollout to the WG-25 sprint cadence. The Channel Harmonisation Matrix codifies which positions activate on which channels. Together they translate doctrine into operational shape.
Operating data
The Harmony Calendar is the strategic register of every motion in flight (Airtable-backed, 45 motions seeded). The Gate Register captures every gate-check decision against each motion. Both feed the rhythm.
Discipline
The Gate & Tempo Protocol sets two rhythms — quarterly Launch Posture Gate and weekly Tempo Gate. The Filter Card applies eight criteria to every motion before it ships. Together they protect the doctrine from drift.
Production
Every motion in the Harmony Calendar flows to CON-002 Editorial Calendar in the Nucleus, which routes production tasks via the Fulfillment Engine to CON-003 Visuals → CON-006 Social Scheduling. Day-to-day publishing is mostly automated.
Governance
The Cascade Execution Guide is the build register — every Decision Trail entry (DT-1 through DT-28+), every phase status, every outstanding task. It tracks how the doctrine was assembled and what remains to close the cascade.

The pages

Click any card to navigate. The same nav bar at the top of this page persists on every Master GTM surface — once you're inside the section, navigation is local.
Phase 1 · Doctrine v1.0 LIVE

The Reef · Spine v1.0

The 11-section canonical doctrine. The Reef premise, the translation-tax sale, the white-space claim, the four-position commitment, the demand-architecture map, content portfolio mix and ratios, channel hierarchy, authorship architecture, proof factory, kill list, and the economic shape of the Reef.
Phase 2 · Operating instrument LIVE

Phase Architecture & Sprint Binding

Per-sprint operational plan binding the Reef rollout 1:1 to the WG-25 sprint cadence. Pre-MVP, Sprints 1 through 7, Buffer, Full Launch. Each sprint card names authors, channels, harmony ratios, Filter focus, dependencies. Timeline-shift-robust by design.
Phase 3 · Operating instrument LIVE

Channel Harmonisation Matrix

Five-sheet reference: Cover, Channel Matrix (19 channels × 10 columns), Phase Ratios, Position × Channel activation, Filter Card. Codifies which of the four positions activate on which channels and at what tempo. Sheet tabs at top for quick switching.
Phase 4 · Operating data LIVE · 45 motions seeded

Harmony Calendar

The strategic register of every motion in flight. Airtable-backed (HARMONY_CALENDAR table). 45 motions seeded across all sprint windows. Three tabs: 13-Week View (filterable), Ratio Validator (mechanised against Spine §6 ratios), Setup & Sync. Sub-GTMs read filtered views from this single source.
Phase 5 · Discipline v1.0 LIVE

Gate Register & Tempo Protocol

Two gates, one rhythm. Launch Posture Gate (quarterly, founder + architect, Hold/Adjust/Pivot). Tempo Gate (weekly, marketing layer + active voices, Lean-in/Hold/Pull-back per motion). Eight gate criteria. Airtable GATE_REGISTER schema. Operational rhythm + escalation paths.
Phase 6 · Discipline v1.0 LIVE

Filter Card

The one-page reference card. Eight tests every motion must pass before it ships: translation tax addressed, Caribbean-context anchored, named author present, outcomes lead, vocabulary clean, proof referenced, channel fit, cadence respects Tempo. Plus the banned-vocabulary list and the Caribbean-context test.
Phase 0 · Governance v1.0 LIVE

Cascade Execution Guide

The build register. Decision Trail (DT-1 through DT-28+). Phase status. Master Task Register with 152+ tasks tracked. Sub-GTM Framework appendix. Architectural decisions log. PCC Deploy Cycles history (recurring). Path-to-Project-Complete checklist.
Phase 7 · Briefing v1.0 LIVE

Reef Team Briefing

One-page Reef explainer with embedded cross-reference card (metaphor stack — Reef alongside Vehicle / Beacon / Riverlets / Warfare / Symphony plus the Organism layer above) plus the 30-minute team-session agenda. Companion .pptx deck shipped for the team-session vehicle.
Cross-cutting · Productisation PENDING

Sub-GTM Framework

Single-portfolio HTML template + workflow + sub-gtm-builder skill. The pattern by which each WG-25 service-line sub-GTM (Commerce, Development, Engagement, Products, Growth, Content, Identity, Intelligence, DX, plus Website Release) is produced. Modelled on the existing Support GTM.

Phase 8 · Final closure PENDING

Operating Architecture

The companion to the Spine. The four-layer system map (Doctrine / Operating Instruments / Operating Data / Render layer). PCC integration model. Master ↔ Airtable ↔ ops.webgold.co data flow. Update propagation discipline. Internal-vs-client boundary. The final act of the cascade.