The standard is cross-industry

What changed

Version 0.1 was written as a standard for the creative and marketing industries. From version 0.2 it is cross-industry, built the way the GHG Protocol is built: a universal core that is identical for an agency, a hospital trust, a law firm, a bank, a newsroom or a software team, and sector annexes that show what the core looks like in a real P&L.

The ten-row table moves with it. It is no longer presented as the ledger; it is Annex A, the illustration for creative, marketing and media. The other five annexes (health, legal, finance, software and education) are published as open gaps rather than hidden behind a “coming soon” page.

Why

Marketing is the canary, not the subject. It is where AI landed first and hardest: volume-priced output, engagement measurable to four decimal places, an entry tier that was already fragile. What happens there arrives in law, medicine, consulting, code and journalism a few years behind.

Written as a marketing standard, the argument let everyone outside marketing file it as somebody else’s problem. And a universal standard with no worked sector is a manifesto; a universal standard with one deeply worked sector is a spec.

The articles are still written from inside the creative industries, because that is the sector I can write about with authority. They are evidence for the standard, not the standard.

Where it shows

• Principle One now reads “the circumstances under which work gets made”, not “creative work”
• The core disclosure set
• The sector annexes
• Annex A: the table