The Strategy
The research, the positioning, the audiences and personas, the journey map, and the plan for every piece of content. Every claim traced to a named source. Principals read the executive summaries. The machines read everything else.
Solutions
Everything we do, arranged by what it asks of you.
Most of it asks nothing. This page describes all of it plainly, so you can decide where to start without talking to anyone first.
OpenFree membershipPrivate diagnosticEngagement
01
We build marketing that respects the sequence a buyer's trust follows. Describing that work on a page that violated the sequence would be an odd way to begin.
So nothing here asks for a commitment before it has given you a reason to make one. The deepest material is the part that costs the least, and the order below runs from open to committed rather than from cheap to expensive.
01Nothing asked
Open to everyone. Nothing asked.
The thinking is published, not licensed.
The Decision Sequence is where the work is written down. The research library, the white paper series, the process guides, the essays, and the practical how-to articles all live there, in full, with sources named.
Nothing is behind a form. That is a decision rather than an oversight. A gated asset is invisible to the systems that now decide which firms get considered, so a registration wall does not protect the work, it removes it from the place the decision is forming. A form is also a trust gate installed at the wrong point, asking for commitment before the reading that would have earned it.
Read all of it, cite it, disagree with it, or hand it to whoever runs marketing at your firm. There is no next step attached.
02An email address
Free, and it stays free.
Membership is where the tools are.
Membership costs an email address. It is not a trial, and there is no paid version of it waiting behind a curtain.
What it opens: the working tools and templates, the sample deliverables from real engagements, and the marketing reviews. The reviews cover a website, a campaign, a piece of content, a collateral set, a LinkedIn presence, and an email program. You send what you have and we tell you what we see.
What we do with your address: send you the publication when it publishes. Nothing else, and unsubscribing takes one click.
03Your material
The associate, in private beta
Lou reads your marketing and tells you what it sees.
Lou is a marketing associate rather than a chat window. It is grounded in the research library, the method, and the decision science underneath both, so its answers come from a body of work you can go read rather than from the internet at large.
Ask it why professional services buyers stall at proposal stage and it will answer from named research. Show it your website, your pitch deck, or the email sequence you have been sending, and it will tell you where the sequence breaks and what a buyer is missing at that point.
Lou uses what you provide to answer the request. Conversation messages and distilled document summaries are stored to support the diagnostic session and evaluate the service. The privacy notice explains what is stored, where it is processed, and how to request deletion.
01Read the materialSource held for this session
02Find the breakMissing buyer evidence identified
03Name what is visibleReasoning tied to the research
Where Lou stops
Lou can tell you what is wrong. It cannot tell you what is true about your firm, because it has not done the research on your market, your buyers, or your positioning. It will say so when it reaches that line rather than guessing past it. That boundary is the honest edge between a diagnostic and an engagement.
04A defined engagement
When the diagnosis is not the problem
The build, and what stays with you.
An engagement is for firms that already know something is wrong and need the thing itself built. It produces three layers, and the firm owns all three.
The Marketing
The named asset library and the working system: website and landing pages, buyer education, email and newsletters, thought leadership, sales enablement, and campaigns, wired into your technology and readable behind one private link that stays current.
The Associate
Your own version of Lou, grounded in the entire body of work above and working only for your firm. It drafts, you send. It proposes, you approve. Asked why, it points to the research. It arrives fully current, it does not forget, and it does not leave.
The shape
A defined build, then a monthly. The build produces the three layers. The monthly runs the system and keeps it current. Everything produced stays with the firm whatever happens next, and the engagement opens with a defined proof period rather than an annual commitment.
Each engagement is scoped to the practice, audience, and decision problem.
Which one fits
Where most firms should start.
If you are not sure whether any of this applies to your firm, read. The library is free, it is the whole argument, and it will tell you inside twenty minutes whether we see your market the way you do.
If you know something is off and cannot name it, join and use the reviews, or show Lou what you have. A diagnosis costs you nothing and it is yours whether or not we ever speak.
If you already know what is wrong and need it built, the practice contexts below show where the work tends to begin.
Very few firms should start with an engagement. Most should start by reading, and the ones who eventually hire us almost always do.
Choose your practice
Every practice has a different trust problem.
Each practice brings different buyer expectations, proof requirements, and business-development realities. The descriptions below show how the same system adapts.
01
Accounting practices
The challenge: your firm does high-value work, and your marketing still makes you look like a generalist. As the local advantage fades, firms that grew through familiarity and proximity now compete against specialists with clearer positioning and stronger digital trust signals. We help accounting practices make specialized expertise, judgment, and strategic value legible before fees are ever discussed.
Discuss accounting02
Legal practices
The challenge: your firm handles high-stakes matters, and prospects now seek a specialist rather than a local option. Legal buyers compare specialists across markets and decide on confidence, consequence, and the perceived risk of choosing poorly. We help legal practices communicate authority, relevance, and case fit so the firm reads as the right specialist before the first conversation begins.
Discuss legal03
Consulting practices
The challenge: your work creates real value, and your marketing still fails to differentiate your approach. As clients look past local relationships and compare specialists broadly, vague positioning disappears into a field of firms promising insight and outcomes. We help consulting practices make the methodology, the point of view, and the distinct value visible, so prospects understand why this way deserves belief.
Discuss consulting