ISOM Dossier — Index

Updated · 2026-05-19building

ISOM Dossier — Index

The breathing research and reference layer for Miles Mortensen / ISOM. Lives alongside the executive client doc, which holds engagement state, decisions, and call history. This is the data we mine for every campaign.

How this dossier works

Two-doc model.

  • Client doc = executive summary. What we're doing right now, who decided what, when. Read this first to be operational.
  • This dossier = what we know about the client and their market. Read these sections when you need depth to build something (LP, email, ad, offer).

Maintenance rhythm.

  • Static block (Avatars, Offerings, Competitors Offerings, Offer Comparison Audit, SWOT): lock at engagement start. Quarterly review checkpoint.
  • Craft Offer: per-offer. Add an instance per product/service. Refresh when the offer materially changes.
  • Content layer (Pillars, Topics & Angles, Angles & Formats, Awareness Benchmarks, Top Performers Ads): per-campaign refresh, sourced from the static block.
  • Living layer (Stories, Proof, Creatives, Funnel Links): rolling. Anyone working on the account drops material here as it emerges.

Status legend:

  • stub — file exists, structure in place, no content
  • populating — content being added, incomplete
  • populated — first pass complete, ready for use
  • locked — reviewed and signed off (static block only)

Sections

#SectionTypeStatusLast Updated
01AvatarsStaticpopulating2026-05-19
02OfferingsStaticpopulated2026-05-19
03Competitors OfferingsStaticpopulated2026-05-19
04Offer Comparison AuditStaticpopulated2026-05-19
05SWOT AnalysisStaticpopulated2026-05-19
06Craft OfferPer-offerstub2026-05-19
07Content PillarsPer-campaignstub2026-05-19
08Content Topics & AnglesPer-campaignstub2026-05-19
09Angles & FormatsPer-campaignstub2026-05-19
10Awareness BenchmarksPer-campaignstub2026-05-19
11Top Performers Ad AnalysisPer-campaignstub2026-05-19
12StoriesRollingstub2026-05-19
13ProofRollingstub2026-05-19
14CreativesRollingstub2026-05-19
15Funnel LinksRollingstub2026-05-19

Related

  • Miles Mortensen — Client Doc
  • GrowthOpX
  • [TO BUILD: Workflows/dossier-template] — once Miles's dossier is proven, extract empty versions into a reusable template