Scope and contracts

Foundation

Why The Business Exists

Stop competing on capability. Get clear on the one problem you solve so the right clients pay more and the wrong ones stop calling.

Foundation

Category Positioning

Your quote keeps losing to cheaper competitors and your discount reflex kicks in before the client asks. Build an offer the buyer cannot put on a spreadsheet.

Team

The External Team

Your audience, partners, and past clients are part of the team. Build the small group whose word brings work in without paid ads.

Team

Negotiation

You give discounts before clients ask and accept supplier price hikes without pushing back. Run negotiations that protect margin.

Systems

Client Retention and Lifetime Value

A long-term client left and you did not see it coming. Spot the accounts at risk in the next 90 days and grow the ones already paying you.

Systems

Customer Experience as a System

Two clients describe their experience with you in completely different ways. Design what happens after the sale so quality stops drifting.

Power and Judgment

The Seven Decision Pressures

You over-committed to a vendor and could not later say why. Read the seven decision pressures operating on you before you sign anything that matters.