SERVICES / HOW WE WORK
For leaders of early teams with a product or a clear prototype. The one thing stuck in positioning, messaging or growth, pushed far enough to act on, in a short engagement with a clear end.
For finished projects, see the case studies.
Duration and participants are stated up front, and each leaves concrete work behind. Do one, or one after another.
01 / TWO WEEKS · POSITIONING
Duration: two weeks, with two working sessions totalling 4 hours; I run the interviews and documents in between.
Who: the founder or lead and the product lead; ideally one person who talks to customers directly.
Typical situation: the product serves several roles and the order of features keeps being argued; the website and sales material can’t state the value in one sentence; the team has two versions of “who we are”.
What happens: review existing user, sales and product material; 30-minute interviews with 6–10 real users or recent customers; map frequent scenarios and current alternatives; one session to narrow the options to two or three.
Deliverables: a positioning one-pager (who, core scenario, alternatives, reasons); a scenario priority map; a list of assumptions to confirm.
Afterwards you can: explain the roadmap with one positioning; reorder next quarter’s features by scenario priority; hand the assumptions to follow-up interviews and small experiments.
02 / THREE WEEKS · STORY
Duration: three weeks, with a half-day workshop and two rounds of document feedback.
Who: the lead plus the marketing, content or sales lead; the product lead joins the material review in week one.
Typical situation: the website, pitch and sales material say different things; every feature is listed but there is no through-line; the company tells different customers different stories.
What happens: follow one real purchase or decision; shape the problem, approach and credible proof into one through-line; settle the story in a half-day workshop; carry it into the order of the home page and key pages.
Deliverables: the core narrative (a one-paragraph and a long version); a home page outline (section order and the question each answers); outlines for key pages; a word and tone guide.
Afterwards you can: redesign the website on the same outline; have sales, content and hiring material share one through-line; write new landing pages yourselves.
03 / SIX WEEKS · GROWTH
Duration: six weeks, a 45-minute sync each week and three rounds of small experiments.
Who: the lead, whoever runs growth or marketing, and the product lead; someone must be able to change a page or a campaign the same day.
Typical situation: lots of activity and no idea which part worked; a win or a miss in acquisition you can’t explain; you want to see the bottleneck before adding budget.
What happens: review existing channels and history; choose one main bottleneck and an observable signal; design and run three small experiments; record the result and next step the day each round ends.
Deliverables: experiment cards (hypothesis, signal, cost ceiling, stop condition); a record of each round; a six-week review and priorities for the next cycle.
Afterwards you can: keep using experiment cards for new ideas; know which channels aren’t worth more spend; decide the next step with the same signals.
Fees are agreed per engagement and scope.
You send the interviews, sales records, product data and current external material you have; I read it in two days and mark what is fact, what is interpretation and what is missing. The same week we choose 6–10 interviewees and book them.
I run the interviews, 30 minutes each; one colleague of yours listens in, no script needed. Notes are written up the same day and grouped by scenario, without conclusions yet.
Three hours with the lead and one person each from product, marketing and sales. The first half aligns on the material; the second makes one clear choice between two or three directions and records the options dropped and why.
I send a draft, you comment within 72 hours, and I reply with a new version within two working days. Feedback is about whether a sentence holds up, not wording back and forth.
The conclusion goes into the home page, sales material or a small experiment to see the real response; I check it against what we heard in week 2.
Ninety minutes on which conclusions held and which need redoing, plus two or three things your team can carry on with alone.
Who, the core scenario, the alternatives and the reasons, on one page. Teams use it to align how they talk about the product and to decide whether to take on new requests.
Scenarios ordered by frequency, urgency and evidence. The team reorders the roadmap by it; sales decides which scenario to lead with.
The order of every home page section, the question it answers and the proof it needs. The team fills it in when writing copy, without debating what comes first.
Hypothesis, signal, cost ceiling and stop condition, one per page. The team fills in a card before each growth move instead of acting first and justifying later.
The conclusions, open assumptions and next steps at the end of each engagement, on one page. New colleagues read it first, saving a round of retelling.
The two-week sprint takes about 8–10 hours: two working sessions totalling 4 hours plus material checks and document feedback. The three-week workshop takes about 10–12 hours, 3 of them in the half-day workshop. The six-week cycle takes about 12–15 hours, mostly the weekly 45-minute sync and three or four points where you make the call. I carry the rest.
Yes. Most teams start with scattered interview notes, sales emails and product data. In week one we go through it together, mark what is fact, interpretation or missing, then decide whether to add interviews. Gaps change the approach, not whether we can start.
Each engagement states up front what you should be able to do on the last day. At the end, one review checks two things: whether the agreed deliverables are in place, and whether you can make the next decision of the same kind without me. If something is missing, we finish it before talking about another cycle.
Write down the call you most need to make, the material you have and your timeframe, and send it to me. We’ll see which engagement fits before deciding to work together.