Pre-flight
No checkboxes. No multiple choice. No "describe your business in 250 characters or less." Just nine questions, one screen at a time, that we actually want answers to. Type honestly. Scroll when you're done. Should take about 18 minutes.
Not the diplomatic answer. Not the version you'd give an investor. The version you'd type to a friend at 2am.
Yes — actually. The customer who, if you cloned them 50 times, your business would be solved. Their first name is enough. Then tell me why they love you.
The category of buyer you keep pitching to and keep losing. The pattern. The reason they don't buy. Be specific. Be honest. Yes — even if it implicates the product.
If it's been more than three months — that's the answer. Tell me what you noticed. Or what you'd notice if you opened it tonight.
If the answer is no, it's because your strategy isn't really a strategy. Something to figure out before you spend on the next campaign.
Not what the dashboard says. What you, the founder, can point at in the world and say "that's because of marketing." If it's nothing, name it as nothing.
The thing you'd put on the homepage if marketing weren't watching. The thing you tell new hires on Day 1. The reason you started this in the first place.
If we work together and it works, what's true a year from now that isn't true today? Not "more leads" or "better brand" — give me the specific, before-and-after, photographable difference.
Internal politics. Cofounder disagreement. A failed previous agency. A budget constraint. A board deadline. Whatever you'd be embarrassed to put in a normal questionnaire — put it here.
That was probably more honest than most of our discovery calls. We'll read every word, sit with it for 48 hours, and come back with either a scoped plan, a few clarifying questions, or an honest "this isn't the right fit." No ghosting, no boilerplate.
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