How this actually goes.
No mystery, no discovery phase that lasts a fiscal quarter. Here is the entire thing, start to finish.
Thirty minutes.
You tell me what you sell, who’s buying it, and what’s gone wrong. I ask uncomfortable questions about your margins and your repeat rate. No deck, no pitch theater. If I’m not the right fit, I’ll say so before the half hour is up.
The listening week.
Before I propose a single thing, I go read everything. Your comments, your reviews, your DMs, your returns. Then your three closest competitors’ comments, which are usually more revealing than yours. This week is where the actual strategy comes from. Everything after it is execution.
The plan.
One document. Positioning, the creator roster with names attached, a ninety-day calendar, the budget split between gifting, paid partnership, and amplification, and the specific numbers we’re going to hold this against. If you don’t like it, we fix it before anyone spends anything.
The build.
Creators contracted. Briefs written. Seeding shipped. Calendar live. Listening dashboards running. This is where the four hundred hours of rehearsal happen and where you mostly don’t hear from me except on Fridays.
The report.
Monthly, in writing, in plain English. What we spent, what it moved, what failed and why, and what I’m changing next month. Including—especially—the parts that didn’t work.
Founding client terms
The First Five.
I’m taking five brands at a founding rate. Here is the entire arrangement, stated plainly:
- You get: a six-month engagement at a materially reduced rate, locked for the life of the engagement. Not six months and then a surprise. The life of it.
- I get: an honest testimonial at the end—honest, not glowing, and if the work doesn’t earn a good one, you write a bad one—plus permission to show the campaign publicly.
- Why: because I need proof and you need a rate, and this is the fastest honest trade available to either of us.
- And when it’s over: five is five. This rate doesn’t come back. That isn’t a countdown timer designed to make your palms sweat. It’s just arithmetic—I’m one person, and there are only so many hours in a week that I can give away.
What I need from you.
Fairness dictates I go both directions on this.
- Product. Enough of it to seed properly. Creators can’t review a PDF.
- Access. Your social accounts, your analytics, your review data, your ad account if we’re amplifying.
- A decision-maker who answers. One person, reachable within a business day. Two approvers is a slow campaign. Four is a dead one.
- Honesty about what’s actually selling. Real numbers. I’ve never once judged a founder for a bad quarter, and I’ve never once been able to help someone who hid one.