KeltyAI Business Coach
> the playbook

The frameworks I build my business on.

The robots do the work. These decide what the work is. Every example here is real, from my dog training company, Scentsible K9.

01Big idea first 02StoryBrand 03Blue ocean 04Profit First 05My design rules 06My marketing rules 07The no-nos
01

Big idea first

Credit: David Bayer, from his video It's Boring, But THIS Will Make You Dangerously Wealthy

People buy beliefs before they buy products.

what it is

Every message has four parts, in this order. Stacked together, they build trust.

  1. Big idea. The one belief that makes people curious.
  2. Story. Your real story, so they think "that's me."
  3. Framework. Three simple beliefs that make the big idea true.
  4. Proof. Real people it worked for.

how I used it

"Your dog doesn't have an obedience problem. Your dog has a job problem."

That is the big idea for Scentsible K9. The framework is three beliefs: behavior is information, fulfillment beats suppression, and the leash has two ends.

I wrote it once, in one document. My website, posts, emails and booth pitch all pull from it. I never invent a new message. I deliver the same one in different formats.

> try it with AI
Interview me one question at a time to find my business's big idea. Then write my message in four parts: big idea, my story, a three-belief framework, and proof. Put [brackets] anywhere you need a real story from me. Do not make anything up.
Watch David Bayer's video →Echo writes it in your voice →
02

Your customer is the hero

Credit: Donald Miller, from his book Building a StoryBrand

Your customer is the hero. You are the guide.

what it is

Every good story works the same way. Your website should too.

  1. A hero wants something
  2. and has a problem.
  3. They meet a guide
  4. who gives them a plan
  5. and calls them to act.
  6. That helps them avoid failure
  7. and ends in success.

how I used it

"You love your dog. You're just exhausted."

That is the headline on scentsiblek9training.com. It is about the owner, not about us. It names their problem in the words they would use.

Most business websites make themselves the hero: our awards, our team, our years in business. Flip it. The customer is the star. You are the one who helps.

> try it with AI
Read my homepage. Rewrite the headline so my customer is the hero and I am the guide. Name their problem in the words they would actually use. Give me three options.
Dot changes your website by talking →
03

Stop competing. Make your own lane.

Credit: W. Chan Kim and Renée Mauborgne, from their book Blue Ocean Strategy

Don't fight over the same customers with the same offer. Change the offer.

what it is

A red ocean is where everyone sells the same thing and fights on price. A blue ocean is a space nobody else is in yet.

To find yours, answer their four questions about your offer. They call it the Four Actions Framework:

  • Eliminate: what does everyone do that you can drop?
  • Reduce: what can you do less of?
  • Raise: what can you do far better?
  • Create: what can you offer that nobody does?

how I used it

Red ocean: every trainer in my valley sells control. Sit, stay, stop pulling, a quieter dog. They compete on price.

Blue ocean: we teach dogs to do more, not less. Dogs were bred to work, so we give them jobs: scent work, sports, tricks, even a dog acting academy.

"Most training teaches dogs to do less. We teach them to do more."

> try it with AI
Here are my three biggest competitors: [names]. Search the web and list what we all sell the same way. That is my red ocean. Then fill in eliminate, reduce, raise and create for my business, and show me the sources you used.
Scout does the research →
04

Pay yourself first

Credit: Mike Michalowicz, from his book Profit First

Take your profit first. Run the business on what is left.

what it is

Most owners pay everyone else, then hope something is left for them. Profit First flips the order.

When money comes in, a set percentage moves right away into separate accounts: profit, owner pay and taxes. The business runs on the rest. If the rest is not enough, that tells you something.

how I am using it

My business coach had me read this book this year. I am setting it up now, and step one was cleaning up my books with AI so the numbers are real.

One rule I learned the hard way: AI is not a calculator. Any math it does for my money runs in code, with the work shown, so I can check it.

> try it with AI
Look at last month in my books. Show me how the money would have split under Profit First: profit, owner pay, taxes and operating. Do the math in code, not in your head, and show your work so I can check it.
Penny handles the money →
05

My design rules

Mine. Learned by shipping a lot of pages.

Calm, clear, and checked on a real phone.

the rules

  • Light and airy first screen. No dark takeovers.
  • Four things on a card, max. More than that and nobody reads it.
  • Fill the page. No screen that is mostly blank.
  • One spacing scale. The same few gaps everywhere, so it all lines up.
  • Smooth, not bouncy. Soft fades only. No spins, pops or moving widgets.
  • Logo on every piece.
  • Check it at phone size before it ships.

how I use them

I don't open a design app. I saved these rules once, and my robots check every page against them before they show me.

This website was built that way. So were my dog training site, my class posters and my print pieces.

> try it with AI
Save these as my design rules: [paste your rules]. From now on, check every page and graphic against them at phone size before you show me anything.
Pixel makes the graphics →
06

My marketing rules

Mine. Every one came from a real mistake. Rule one stands on Simon Sinek's Start With Why.

Lead with the why. Never fake the proof.

the rules

  • Mission and heart first. Lead with why you do it, then what you sell. Simon Sinek said it first: people buy why you do it.
  • Real reviews only, word for word. Never invent one, never reword one.
  • One message, every channel. See rule 01.
  • Short texts. If it scrolls, it is too long.
  • Every comment reply is different. Nobody likes a copy and paste.
  • Nothing goes out until I say send.

how I use them

My robots draft my posts, emails, texts and comment replies. They check them against these rules first. Then I read every one and say send.

AI can sound like you. It cannot care like you. That part stays mine.

> try it with AI
Save these as my marketing rules: [paste your rules]. Before any post, email or text goes out, check it against them, tell me which rules it passed, and wait for me to say send.
Echo writes in your voice →Tempo sends it, after your yes →
07

The no-nos

Mine. Working with AI in the terminal, the hard way.

AI is fast. That is exactly why these matter.

01

Never paste a password or API key into the chat.

Chats get saved. Keys leak.

say this insteadPut my key in a .env file and never show it on screen.
02

Never say yes without reading.

Yes to the wrong delete is forever. Slow down on words like delete, remove, force and reset.

say this insteadBefore you change anything, tell me what it does in one sentence.
03

Never let it message a customer without your yes.

A text or email that goes out cannot come back.

say this insteadDraft it. Do not send. Wait for me to say send.
04

Never run a command you can't explain.

Especially one you copied from a random website.

say this insteadWhat does this command do, and is it safe?
05

Never start a big change without a save point.

No save point means no undo.

say this insteadMake a save point first, then make the change.
06happened to me

Never trust "done" without checking.

A robot told me a job succeeded. It had sent nothing.

say this insteadShow me proof it worked, from the place it was supposed to land.
07

Never let AI do money math in its head.

It can sound sure and still be wrong.

say this insteadDo the math in code and show your work.
08happened to me

Never let it guess facts that change.

Prices, install steps and laws change. Old answers sound just as confident.

say this insteadSearch the web and show me your sources.
09

Never turn on an automation without an off switch.

Things that run on their own keep running when you are asleep.

say this insteadBefore this runs on its own, show me how to turn it off, and send the first one only to me.
10happened to me

Never run two AI windows on the same project blind.

They can overwrite each other's work.

say this insteadGet the latest version before you change anything.
11

Never turn off the yes and no questions on day one.

Claude Code can run without asking you first. That is for later, once you know what it does.

say this insteadAsk me before every change.
12

Never put secrets in a public project.

Projects on GitHub can be public. Anyone can read them.

say this insteadCheck that no keys or passwords are in anything we publish.
13

Never keep one chat going forever.

Everything you say stays in its memory and uses up tokens. Old instructions pile up and leak into new work. Long chats get slower, pricier and sloppier.

say this insteadWrite me a short handoff note. Then I'll type /clear and we start fresh.
14

Never explain the same rule twice.

If it matters every time, save it once. Then every fresh chat already knows it.

say this insteadSave this as a rule in my CLAUDE.md file so you always follow it.
15

Never start without saying what done looks like.

Without a finish line, AI keeps going past what you wanted, or stops too early.

say this insteadHere is what done looks like: [one sentence]. Stop there and show me.
Bouncer keeps your keys safe →Boot teaches the safety basics free →

Credit where it's due

None of these big ideas are mine. I just use them every day, with robots. Go to the source.

Now hand the work to the robots.

The playbook decides what to say. The robots do the typing. Start free with Boot, then hire the robot for the job you hate most.

Open the Robot Academy