diff --git a/docs/strategy/CANONICAL_STRATEGY.md b/docs/strategy/CANONICAL_STRATEGY.md
index d6acccf..a1d3189 100644
--- a/docs/strategy/CANONICAL_STRATEGY.md
+++ b/docs/strategy/CANONICAL_STRATEGY.md
@@ -1,6 +1,6 @@
 # geolocal.io — Canonical Strategy
 
-**Status:** Final draft (2026-07-18; revised same day for strategic depth and local-retail scope)  
+**Status:** Final draft (2026-07-18; revised 2026-07-29 for conversational SSP, §13 milestones aligned to board-distribution model)  
 **Role:** The document the team plans, builds, and sells against. When other docs disagree with this one, update them — or update this one deliberately. Do not leave the conflict hanging.
 
 This is an operating strategy, not a product brochure. The Self-Service Portal matters, but it is one activation surface. The company is the platform underneath.
@@ -352,32 +352,40 @@ Tourism board deals use separate pilot or enterprise pricing. Do not block launc
 
 ## 13. What success looks like
 
-### First 90 days
+### First 90 days — prime the pump
 
-- Public multi-tenant MCP over HTTP  
-- Portal spine good enough to activate real owners (scrape, simulation, pointer, preflight)  
-- About 100 live endpoints  
-- One tourism or destination pilot at LOI or live pilot  
-- One or two genre packs  
-- Booking path via Cal.com (link first is acceptable)  
-- First dollars of ARR  
-- Explicit quality rules written (even if enforcement is still manual)
+Distribution before direct sales. Land one Chamber of Commerce or Tourism Board partnership and use their member businesses as our first customer segment. The board is the trust signal; the messages come from us and them:
 
-### By 180 days
+- **Services:** "Make every AI assistant understand and book your business."
+- **Retail:** "Make sure AI can tell people what you actually carry and why you're worth the stop."
 
-- About 1,000 endpoints  
-- Three genres  
-- Related-businesses handshake in production  
-- Several intermediate dashboards active  
-- Telemetry useful for real owner reports  
-- First decommission or quarantine decisions made with a documented standard
+**Concrete targets:**
+- One Chamber or Tourism Board at pilot (LOI signed, member list in hand)
+- Conversational SSP live and shippable — the **wow experience** owners feel on first interaction
+- First cohort of member businesses activated through the board (not cold outbound)
+- HTTP MCP transport in production with multi-tenant routing
+- Enough live endpoints to show a working registry, not just a demo
+- First dollars of ARR from the pilot
 
-### By 360 days
+The SSP is the win moment. Owners arrive from the board, describe their business in a chat, and within one session see a visual simulation of an AI assistant recommending them — services listed, booking path found, details correct. That experience is what makes them stay.
 
-- About 10,000 endpoints  
-- Several major chamber or tourism partnerships  
-- Early anonymized demand or data product in beta or market  
-- Case studies showing assistants prefer geolocal-backed paths in pilot geos  
+### 180 days — prove the loop
+
+- Second Chamber or Tourism Board partnership (different geo or vertical)
+- Self-serve SMB motion running in parallel (not just board-distributed)
+- Telemetry showing agents prefer geolocal-backed paths in pilot geos
+- Owner reports that drive returning visits — "here's what changed, here's what to fix"
+- Quality standards documented and first decommission or quarantine decisions made
+- Genre packs for at least two verticals (services first, retail next)
+- Booking path deeper than redirect (Cal.com or peer integrated)
+
+### 360 days — scale the model
+
+- Several major chamber or tourism partnerships active
+- Service graph effects visible — related businesses, demand patterns, competitive context
+- Telemetry and quality enforcement (including decommissioning) as a trust moat
+- Early anonymized demand or data product in beta
+- Case studies showing assistants prefer geolocal-backed paths  
 
 ---