The Work In Progress Co.Our philosophySix house rules · one methodProof Nº 09

The name is the philosophy. Marketing is never finished, so we don’t pretend it is. We ship a working version, measure what it does and keep improving it, round after round, with brand and performance planned as one system.

§ 01 — House rulesSheet 02 / 06

Six house
rules.

Every print shop keeps a house style: the rules that keep the work consistent, whoever is holding the pen. These are ours. They decide what we do first, what we measure and what we change.

Rule 01 / 06

Ship the working version.

A live first version next week teaches more than a perfect plan next quarter. We launch, learn and sharpen.

del. “finished” · ins. “working”
Rule 02 / 06

Sit inside the business.

We embed with your team instead of handing over a deck and walking away. Decisions get made where the work happens.

ins. “inside your team”
Rule 03 / 06

Put the customer at the centre.

Every decision starts with who the customer is, what they need and where they already pay attention.

centre: the customer
Rule 04 / 06

Plan brand and performance together.

Brand builds the demand that performance converts. We budget, run and report them as one system.

run on: brand + performance
Rule 05 / 06

Let the numbers move the plan.

Budget, creative and targeting change when the results say so, not when the calendar does.

query: what did the numbers say?
Rule 06 / 06

Go deep, not generic.

We work in four sectors: travel, luxury, e-commerce and energy. Every plan starts from how those customers actually decide.

stet: four sectors
§ 02 — MethodProof rounds · Sheet 03 / 06

Build. Measure.
Learn. Repeat.

We don’t stop at the plan. Each round ships a better version of your marketing, measured against the last. Then the next round starts.

Proof 1Build

Ship the first version fast

Strategy, assets and campaigns go live in weeks, built on a clear story and a tracking plan.

Proof 2Measure

Read what actually happened

Dashboards, sentiment and sales feedback show what worked, by channel and by audience.

Proof 3Learn

Change what the data says to change

We move budget, rewrite and retarget, then run the round again.

§ 03 — Brand + performanceIllustrative model · Sheet 04 / 06

Brand builds the baseline.
Performance cashes it in.

Playing all three · pick one to stop

Both, planned together. Every campaign starts from a higher baseline and lands harder, because people already know the name.

M0M6M12M18M24Sales
Brand baseline Campaign lift Total sales Campaign Illustrative shape, not client data
How we’d start the budget split
Consumer brandsB2C Brand 60 Activation 40
B2B brandsB2B Brand 46 Activation 54
One dashboard, both sides
BrandShare of search
Share of voice
AI answers naming you
Branded traffic
PerformanceCost per lead
Conversion rate
Return on ad spend
Pipeline value
§ 04 — Working with usJob bag · Sheet 05 / 06

What every
round delivers.

  1. A clear storyThe positioning and message everything else is built on.
  2. A tracking planWhat we will measure, agreed before anything goes live.
  3. A working first versionStrategy, assets and campaigns live in weeks, not quarters.
  4. One dashboardBrand and performance numbers, side by side.
  5. A round reviewWhat worked, what didn’t, and what changes next.

Three ways
to work.

Every service, in every sector, comes three ways. Tell us which suits you on the job ticket.

We run it

We plan and run the work end to end, and report back every round.

We run your team

We lead your in-house team and agencies: the plan, the rhythm and the measures.

We advise

We sit with your leadership as a strategic partner while your team does the work.
Now in progress: this website, proof 09Energy practice: discovery calls with founders and fundsSector diagnostics: templates for travel, luxury and e-commerceLogo: on the drawing boardNow in progress: this website, proof 09Energy practice: discovery calls with founders and fundsSector diagnostics: templates for travel, luxury and e-commerceLogo: on the drawing board
Studio23:12Mumbai, India · local time
Contactraghav@theworkinprogress.coStart a project
SectorsTravelLuxuryE-commerceEnergy
Changelog30 Sep 2026
Proof 09: client ticker, On purpose page
30 Sep 2026
Proof 08: live at theworkinprogress.co
© 2026 The Work In Progress Co. · Strategy that ships. · Proof Nº 09