"[The playmaker's system is] a periodic table of spin that brings a much-needed sense of analytical rigor and discipline to a much-derided craft that's historically more art than science."

"If you're in the business of running plays - and who isn't - The Playmaker's Standard is an essential decision tool for holding back competitors and driving message. We've used it, and it works."

The Standard is a much-needed system for codifying the far too subjective discipline of strategy. It replaces aspirational thinking with objective analysis. Like our PR Generally Accepted Practices (GAP) study, the playmaker system sheds light on what can truly be called best (and worst) practices. To put The Standard to the test, we built a frontier graduate class around it and found that our students could systematically dissect complex strategies in timely cases and anticipate opposing actions. That's quite a breakthrough from a teaching standpoint, and it has enormous implications for the professions of communication and influence.