XYZ

A brand isn't just a logo, it's a living promise.

THE DISPATCH

XYZ

The Coherence Scoring Spreadsheet

The real companion file behind the $9 order bump. Six sheets, 35 scored questions, formula driven: each layer is governed by its lowest material score, and the summary names the earliest weak dependency instead of producing a vanity average. This page is the working preview. Enter a few scores in 1 Score and watch 2 Layer summary resolve.

XLSX · 6 SHEETS · 68 KBEXCEL · SHEETS · NUMBERS

XXYZ Coherence Scoring Spreadsheet.xlsx

0 OF 35 SCORED

1. Score the evidence

One score per question, 0 to 4. Every score needs a source. Write “not found” when the evidence is absent. Mark the conflict box when internal confidence disagrees with external or operational evidence.

LAYERQDIAGNOSTIC QUESTIONSCOREEVIDENCE SOURCE OR GAPCONFLICT

01Business RealityQ1Can leaders describe the same business model, priority offer, and strategic destination without correcting one another?

Q2Which customer outcomes can we reliably produce now, and which are conditional or aspirational?

Q3What capabilities, partners, systems, people, and resources must exist to keep the promise sustainably?

Q4Where do pricing, incentives, policies, or capacity push us to behave differently than we claim?

Q5Which proof points are current, attributable, and tied to an outcome rather than activity?

02Audience RelevanceQ1Who is the priority audience for the next strategic horizon, and who is explicitly secondary?

Q2What situation, pressure, or change causes this audience to seek a different outcome?

Q3What progress are people trying to make, and what are they unwilling to sacrifice to get it?

Q4Which alternatives are considered, including doing nothing and internal workarounds?

Q5What evidence and reassurance are required before a person will believe, choose, and remain?

03Promise and PositionQ1Can the priority audience recognize the promised progress without decoding internal language?

Q2Is the position meaningfully different from the alternatives customers actually consider?

Q3What evidence supports the promise now, and which statements are still aspirations?

Q4Would product, sales, service, and operations make the same tradeoff under pressure?

Q5Can we keep the expectation across the moments that matter most?

04Narrative SystemQ1Is there one central idea that explains the problem, the promised progress, and our point of view?

Q2Do headlines, decks, product copy, recruiting, and executive remarks reinforce the same meaning?

Q3Is proof attached to the claims it supports rather than isolated in a testimonial section?

Q4Can teams translate the narrative for different audiences without inventing a different company?

Q5Are dated, duplicated, or contradictory descriptions still circulating publicly?

05Identity SystemQ1Which signals are essential for recognition, and which are merely repeated by habit?

Q2Does the identity express the intended meaning and authority across important contexts?

Q3Can teams create new work without copying one template or improvising a new brand?

Q4Do visual, verbal, motion, and interaction choices support usability and accessibility?

Q5Reduced to a small avatar, plain text, or one color, does the brand remain attributable?

06Experience and DeliveryQ1What are the five to seven moments most likely to shape trust, value, effort, or risk?

Q2What should a person understand, feel, and be able to do at each moment?

Q3Do product rules, staff incentives, service levels, and policies reward the promised behavior?

Q4Where do handoffs, partners, channels, or technology cause the experience to change meaning?

Q5How do we respond when delivery fails, and does recovery reinforce the promise?

07Governance and LearningQ1Which brand decisions are principles, policies, standards, templates, or examples, and who owns each?

Q2Can a capable employee find the approved source and understand why the decision exists?

Q3What changes require approval, consultation, notification, or no central review?

Q4How are agencies, partners, distributors, AI tools, and regional teams kept current?

Q5What signals trigger review, and how does the system learn without losing its center?

Facilitation rule: when two leaders score the same layer differently, do not average the disagreement. Ask which evidence each person is using and why the organization does not share one source of truth.