STOP / KEEP / FIX / PROVE Model

Definition

The STOP / KEEP / FIX / PROVE model is a structured decision protocol used to govern marketing capital allocation.

It converts quantitative diagnostic outputs into four mandatory verdicts.

Purpose

The model exists to:

  • Prevent amplification of structural instability

  • Translate measurement into governance control

  • Prioritise high-leverage structural repair

  • Enforce re-validation before capital expansion

It operates as a decision gate.

The Four Verdicts

Every compliant implementation resolves into exactly four categories.

No additional verdicts are permitted.

STOP

Capital allocation that amplifies instability.

STOP is issued when:

  • Trust Checkpoints fall below stability threshold

  • Buyer Trust Score indicates structural weakness

  • Revenue Feasibility Index indicates misalignment

  • Capital exposure exceeds structural integrity

Budget expansion must not proceed where STOP is issued.

KEEP

Checkpoint performance meeting defined stability thresholds.

KEEP confirms structural stability.

It does not imply optimisation.

FIX

Highest-leverage structural trust repairs required to restore stability.

Rules:

  • Maximum two FIX items

  • Each FIX maps to a specific Trust Checkpoint

  • Each FIX references measurable behavioural variables

FIX defines structural repair requirement, not tactical instruction.

PROVE

Mandatory re-validation before capital expansion.

Requirements:

  • Minimum operational validation period

  • Re-execution of diagnostic measurement

  • Demonstrated improvement in checkpoint stability

Budget expansion must not precede PROVE.

Relationship to Measurement

The STOP / KEEP / FIX / PROVE model is informed by:

  • Trust Checkpoint stability

  • Buyer Trust Score

  • Revenue Feasibility Index

  • Declared decision trigger

See:
https://www.rammp.com/standards/pre-spend-diagnostic

Measurement without verdict does not constitute governance.

Governance Function

The model governs:

  • Budget approval

  • Budget increases

  • Agency engagement

  • Campaign scaling

  • Rebrand initiation

  • Board-level signoff

It reduces discretionary marketing decision-making.

Distinction from Optimisation Frameworks

The STOP / KEEP / FIX / PROVE model is not:

  • A productivity system

  • A performance optimisation checklist

  • A project management workflow

It is a capital allocation control mechanism.

Summary

The STOP / KEEP / FIX / PROVE model converts quantitative behavioural measurement into structured marketing governance.

Measurement identifies instability.
The model governs capital response.

Money must follow structural validation.