305. Operating manual 🧽

The template for What I do, How I work best, and What's my favorite baked good

Feb 07, 2022

Hi there 👋

I’ve had the chance to experience a wide range of marketing investment at companies past and present. Each stop has been a unique puzzle to solve — even the puzzles with a ton of investment and resources, like here at Oyster. (Speaking of, we’re hiring for several marketing roles if you’re interested in joining me.) One way that I’ve leaned into the greater access to resources is by working with a number of brilliant marketing advisors. We have one advisor, Yuriy Timen, who has been integral in putting together our category playbook. Huge credit to him for the work he’s done in defining our Oyster category strategy. I’ll share bits and pieces over the coming months as things take shape, and for those of you with access to my personal Notion workspace (details here), I’ve added a version of an Oyster + Buffer category creation playbook.

Wishing you a great week ahead,
Kevan

(ᵔᴥᵔ)

Thank you for being part of this newsletter. Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world and my time at Oyster, Buffer, and more.

Say hi anytime at hello@kevanlee.com. I’d love to hear from you.

Template: Operating Manuals for your team (and for yourself)

One of the favorite traditions I’ve taken with me from my time at Buffer is the Operating Manual. Credit to Katie Wilde for pioneering the practice at Buffer. I’ve since evolved and adapted some of the questions to fit what I’ve found most helpful over the years.

What is an operating manual?

It’s simply a one-page document that outlines what you do and how you work best, and it’s shared with your manager and/or your team so that you can get the clarity and support you need from those around you.

Here’s a link to download a copy from Google Docs.

I tend to introduce my version when I first begin a 1:1 reporting relationship with a teammate. I’ll share my operating manual with them, and I’ll ask them to do the same.

At the top of the manual is a role description. This is something I think the whole team can benefit from seeing as it’s very explicit about the scope of your role, the duties you perform, and the outcomes you’re accountable for.

What’s even better is that as you’re filling this out, if you’re unsure of any particular part of it — what you do, what your goals are — it’s the perfect time to ask!

The About Me section is where it gets a bit more personal and introspective. We shared these sections across the whole marketing team at Buffer. But I understand Buffer is unique in a lot of ways. :)

Here are the questions:

What makes you grumpy?
How will I know when you’re grumpy?
How can I help you when you’re grumpy?
How do you like feedback — Slack, email, live on a call?
How do you like feedback — as it happens or in a 1:1?
How do you prefer to receive recognition? Private or public?
What makes 1:1s the most valuable for you?
What are your goals for the year? For the next three months?
What do you need from your manager?
What do you need from your team?
What do you need from your peers? (outside the team)
What is your favorite baked good?

(The last one is for fun and in case I want to send them a surprise one day.)

Here’s the link to grab a copy of the template from Google Docs.

If you end up using this as part of your 1:1 reporting or as a team bonding activity, I’d love to hear how it goes!

Misc.

I’ve been enjoying this new newsletter called Workspaces, which shows off workspaces from remote workers around the world. Here’s an example:

The evolving landscape of micro- and nano-influencers

The impact of Apple’s iOS update

About this newsletter …

Hi, I’m Kevan, a marketing exec based in Boise, Idaho, who specializes in startup marketing and brand-building. I currently lead the marketing team at Oyster (we’re hiring!). I previously built brands at Buffer, Vox, and Polly. Each week, I share playbooks, case studies, stories, and links from inside the startup marketing world. Not yet subscribed? No worries. You can check out the archive, or sign up below:

Thank you for being here! 🙇‍♂️

I’m lucky to count folks from great brands like these (and many more) as part of this newsletter community.