The Process

Five phases, in order.

Most engagements work through some or all of the phases below. We rarely skip ahead - the value of doing them in sequence is that each phase narrows the question for the next one. By the time we are making things, the decisions that drive them are already written down.

You can engage us for a single phase, a sequence, or a longer retainer. Most relationships start at Diagnose or Position, and grow from there.

01Phase 1

Diagnose

What is actually happening, and why?

Before we write a plan, we spend time understanding the business. We read the numbers, talk to customers, sit in on sales calls, and audit the work that's already been done. The goal is to separate what's broken from what's only uncomfortable, and to write down the few things that, if changed, would matter.

What we deliver

―A written diagnostic - usually 6 to 12 pages, no slides
―Customer and stakeholder interview synthesis
―Audit of current marketing surface area
―A short list of the problems worth solving first

Typical duration

2 - 4 weeks

Scoped after the first conversation. We agree on duration and outcomes in writing before any work begins.

02Phase 2

Position

Who is this for, and what does it stand for?

Most marketing problems are positioning problems wearing a different costume. We work through the audience, the alternatives, and the value you're actually delivering, and we put a stake in the ground - in writing, in plain language, with a single page anyone in the company can hold up.

What we deliver

―Positioning statement and rationale
―Audience definition with primary and secondary segments
―Messaging framework with sample copy
―A one-page narrative the whole team can use

Typical duration

2 - 3 weeks

Scoped after the first conversation. We agree on duration and outcomes in writing before any work begins.

03Phase 3

Plan

Where will we focus, and what will we leave alone?

A marketing plan is a sequence of decisions about where to spend attention. We pick a small number of channels, define what good looks like in each, and write a quarter-by-quarter plan we'd be willing to defend. We'd rather underbook the calendar than overbook it.

What we deliver

―Channel strategy with rationale for what's in and out
―Quarterly roadmap with owners and milestones
―Budget shape and expected ranges
―Measurement plan with the metrics we'll actually look at

Typical duration

2 - 3 weeks

Scoped after the first conversation. We agree on duration and outcomes in writing before any work begins.

04Phase 4

Build

What needs to be made, and how well?

This is the part most agencies start with. We start it last on purpose. Once the diagnostic, positioning, and plan are agreed, we make the things the plan calls for - the site, the campaign, the deck, the launch, the editorial - with senior people on each piece and a single weekly review.

What we deliver

―Brand and identity work, where needed
―Website, landing pages, and product surfaces
―Campaigns, launches, and content programs
―Sales and partner enablement materials

Typical duration

Project-dependent

Scoped after the first conversation. We agree on duration and outcomes in writing before any work begins.

05Phase 5

Measure

Did it work, and what should we do next?

We come back to the metrics in the plan and write down what happened, including the things we got wrong. The output is a short review and a revised plan. The point of measurement isn't to grade the work; it's to make the next quarter's decisions better than the last.

What we deliver

―Quarterly review document
―Honest read on what worked, what didn't, and why
―Updated plan and roadmap
―Open questions to test in the next cycle

Typical duration

1 - 2 weeks per cycle

Scoped after the first conversation. We agree on duration and outcomes in writing before any work begins.

ACommon questions

Do we have to do the whole process?

No. Many engagements start at Diagnose or Position and stop there. Some are only a Plan. We'll tell you on the first call which phases we think are worth doing, and which we'd skip.

How is this different from a typical agency?

Most agencies sell deliverables. We sell decisions. The deliverables come later, once we agree on what's worth making. It's a slower start and, in practice, a faster finish.

Will you work alongside our existing team?

Yes - that's most of what we do. We work with internal marketing leaders as a second pair of senior hands, and we hand the work back cleanly when we're done.

What kinds of work do you decline?

We don't take on work that requires us to misrepresent a product, and we don't participate in unpaid pitches. Beyond that, we say no when the timeline isn't honest or when the brief is solving the wrong problem.

Tell us what you're trying to figure out.

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