The Process — No. 04

Four Phases. One Straight Line Forward.

Each phase has a defined output. Nothing moves to the next phase until the current one is signed off. You always know what is happening, what comes next, and what you will receive.

Apply for the Identity Audit arrow_forward See the Four Phases arrow_downward

We work with a small number of clients at a time. Everything we do is private.

A Fixed Sequence

Discovery. Foundation. Production. Compound.

12 weeks · Full build

01 · The Four Phases

Four Phases. Built Together.

Each one is delivered in sequence. Nothing moves forward until the previous phase is signed off. You always know what is being built, what it produces, and what you receive.

Discovery.

We map exactly what is out there today. Every surface a decision-maker might check — search engines, AI platforms, knowledge panels, databases, media, forums. Hand-checked. Not scraped. Every finding sourced.

check_circle150+ surfaces checked check_circle20–30 page written report check_circleEvery finding with a URL check_circleSystem recommendation

edit_note

Foundation.

We lock the narrative every other surface will carry. Three private sessions. Confidential conversations with board, investors, peers. One sentence that becomes the base for every future asset.

check_circlePositioning statement check_circleCore narrative (3–5 pages) check_circleStrategic brief (10–15 pages) check_circleMessage architecture

layers

Production.

We build everything that goes public, from the Foundation documents, as one connected system. One identity. Every surface carries the same positioning.

check_circleWebsite you own check_circleLinkedIn rebuilt check_circle20+ content pages check_circleSearch infrastructure check_circleAI citation architecture check_circleNamed frameworks

trending_up

Compound.

Search and AI keep the identity working after launch. Continuous, compounding, protected. Monitoring. Alerting. Crisis preparation. Quarterly recalibration.

check_circle24-hour alerting check_circleCrisis plan (10 scenarios) check_circleQuarterly recalibration check_circle2 articles + 8 posts monthly

02 · The Cost of Doing Nothing

This is a sequence, not a menu.

Each phase holds up the phase that comes after it. Skip one, and the whole thing leans on nothing.

errorIf Discovery does not happen first, we build on assumptions.
errorIf Foundation does not happen second, the website gets written before we know what to say.
errorIf Production does not happen third, there is nothing for search and AI to cite.
errorIf Compound does not happen fourth, what was built drifts out of date.

search your name

conference.org/speakers

Your Name — Speaker, Conference 2019

Bio from five years ago. Role you no longer hold.

article.com/some-topic

The Future of [Field] — A Roundtable

A quote buried in paragraph nine of someone else's article.

directory.com/listing

Your Name — Listing

A profile that was never completed.

Each phase holds up the one that comes after it. The whole thing stands because nothing was skipped.

03 The Four Phases In Detail

A progressive timeline. Expand each phase.

Every phase is a node on the rail. Click any phase to expand the full detail — purpose, deliverables, what you receive, and the guarantee.

Phase 01 — Discovery

We map exactly what is out there today.

150+ surfaces checked. Every finding sourced. Delivered as a 20–30 page encrypted report.

3 Weeks expand_more

Purpose

To know the truth before we build anything. Not what you think is out there. What actually is.

What We Search — 150+ surfaces

searchSearch Engines — Google, Bing, Baidu, Yandex (pages 1–5)
smart_toyAI Platforms — ChatGPT, Gemini, Perplexity, Claude (12 queries)
hubKnowledge Panels — Knowledge Graph, Wikidata, Wikipedia
databaseProfessional Databases — LinkedIn, Crunchbase, PitchBook, Bloomberg
newspaperMedia — tier-1 outlets, trade press, podcasts, archives
forumForums — Reddit, Quora, Stack Exchange, industry boards
reviewsReputation Surfaces — Trustpilot, Glassdoor, complaint boards, filings

What You Receive — 20–30 page report, five sections

01 — Current FootprintEvery surface where your name appears, with URLs.

02 — Gap AnalysisWhat should exist — measured against three named peers.

03 — Threat RegisterInaccurate, outdated, or damaging content, ranked.

04 — Opportunity MapWhere authority is available and unclaimed.

05 — System RecommendationPresence, Authority, or Legacy — with the evidence behind the recommendation.

Phase 01

Mapping what already exists.

Gate 01 — Guarantee

Promise: Audit delivered in 3 weeks.

shield If we miss — Positioning phase free

Phase 02 — Foundation

We define the narrative every other surface will carry.

Three private sessions. Confidential conversations. One locked positioning sentence.

2 Weeks expand_more

Purpose

To lock who you are before anything is built. One sentence. One story. One framework. The base every future asset is written from.

What We Do

micThree private sessions — 90 minutes each, recorded. What you actually believe.
forum5–8 confidential conversations — board, investors, direct reports, peers.
searchA forensic read — the audit findings read against what you actually believe.

The Formula

Positioning Statement	"I help [specific audience] achieve [specific outcome] without [their biggest pain] using [your unique mechanism]."
Example	"I help independent consultants in financial services win bigger clients without cold outreach."

What You Receive

Positioning Statement	One sentence + one-page explanation of the reasoning.
Core Narrative	3–5 pages. Origin story. Point of view. Proof points.
Strategic Brief	10–15 pages. Positioning lock. Audience. Message architecture. Voice.

Phase 02

Locking the narrative.

Gate 02 — Guarantee

Promise: Narrative locked in 2 weeks.

shield If we miss — Website build free

Phase 03 — Production

The website, the profile, and the content are built as one system.

Seven deliverables. One connected identity. Every surface carries the same positioning.

4–8 Weeks expand_more

Purpose

To build everything that goes public, from the Foundation documents, as one connected thing. One identity, carried across every surface.

What We Build — Seven Deliverables

languageWebsite — Digital Headquarters — a live site you own, every page from your positioning.
account_circleLinkedIn Identity — full rebuild. New headline, about, featured. 30-day content plan.
library_booksContent Pages — 20+ pages answering questions people in your field actually search.
travel_exploreSearch Infrastructure — technical and semantic optimization, built in.
auto_awesomeAI Recommendation Infrastructure — structured data, entity signals, citation architecture.
badgeBio Suite — four versions: long, short, speaker, press.
lightbulbNamed Frameworks — your methodologies, named and documented as your IP.

Week-by-Week Inside This Phase

Week 1	Website design begins. LinkedIn copy drafted.
Week 2–3	Website build in progress. First content drafted.
Week 4	Website pages built. Search & AI infrastructure implemented.
Week 5	Content finalized. Website tested. LinkedIn finalized.
Week 6	Website launched. LinkedIn live. Content publishes.
Week 7–12	First rankings appear. First AI shifts. Full measurement.

Phase 03

Building the surfaces.

Gates 03, 04, 05

03 — Build: Website live in 6 weeks.

04 — Search: Page one in 90 days.

05 — AI: 60%+ citations in 90 days.

shield If we miss — no fee until met

Phase 04 — Compound

Search and AI infrastructure keep the identity working.

Monitoring. Alerting. Crisis preparation. Quarterly recalibration. Continuous content.

Ongoing expand_more

Purpose

To keep what was built standing, current, and compounding. This phase runs continuously for Legacy clients.

What We Do

visibilityMonitoring — 150 sources. News, social, forums, reviews, filings, AI, synthetic media.
notificationsAlerting — within 24 hours. Source, content, severity, recommended action.
emergencyCrisis Preparation — plan for 10 scenarios. Deployable within 4 hours.
refreshQuarterly Recalibration — re-test rankings and AI citations every 90 days.
edit_noteContinuous Content — 2 articles + 8 LinkedIn posts per month.

What You Receive

Monitoring Alerts	Within 24 hours of any new mention
Recalibration Report	Every 90 days
New Content	2 articles + 8 posts per month
Profile Updates	As your role evolves
Crisis Response	Deployed within 4 hours of your approval
Priority Access	Direct line to your strategist, no queue

Phase 04

Compounding. Continuously.

Gates 06, 07 — Guarantee

06 — Monitoring: Alerts within 24 hours.

07 — Response: Crisis deploy in 4 hours.

shield If we miss — remediated at no fee

Development Path

Twelve weeks, week by week. Three weeks visible at a time — slide to move forward. Each step shows who acts and what is required.

The scan begins.

Surface scan begins across every platform a decision-maker might check. Positioning sessions are scheduled. You have a 90-minute call to give us context and surface access.

personYou event90-minute call timelineDiscovery

W12+

Presence completes at Week 6. Authority completes at Week 12. Legacy continues indefinitely.

05 What We Need From You

Your total time. About six hours.

Everything else is our work. Here is exactly what we need from you, and when.

The commitment, item by item Phase Time

call

Discovery

Initial call — context and surface access

90 min Session

mic

Foundation

Three positioning sessions

3 hrs Sessions

fact_check

Foundation

Review and approve positioning documents

1 hr Review

rate_review

Production

Review website, LinkedIn, and content

1 hr Review

handshake

Production

Final handoff call

1 hr Session

event_repeat

Compound · Legacy Only

Monthly approvals, quarterly reviews, crisis approvals when needed

4–6 hrs Per Quarter

~6Total · Presence

~6Total · Authority

+4–6Per Quarter · Legacy

Everything else is our work.

06 What You Are Not Doing

You review. You approve. You move on.

The second biggest fear is time. Here is what you are not spending it on.

Your Role

Review. Approve. Move on.

check

You are not writing your own bio.

check

You are not designing your own website.

check

You are not posting on LinkedIn.

check

You are not learning SEO or AI.

check

You are not chasing journalists.

check

You are not managing a content calendar.

check

You are not monitoring your own name.

You review. You approve. You move on.

Nothing moves without a signed-off gate.

At the end of every phase, a defined gate. When it is signed off, the next phase begins. When it is not, we work at no fee until the standard is met.

The Milestone Guarantee

Seven gates. Every one signed off.

description

Gate 01 → 02 · Discovery

Audit report delivered.

All 150+ sources checked. Threat register complete. System recommendation delivered. Client walkthrough held.

edit_note

Gate 02 → 03 · Foundation

Positioning signed off.

Positioning statement approved. Core narrative approved. Strategic brief locked. Two revision rounds if needed.

publish

Gates 03, 04, 05 · Production

Everything live and measured.

Website live. LinkedIn live. Content published. Search & AI citations measured against the agreed query set.

refresh

Gates 06, 07 · Compound

Recalibration completed.

Quarterly recalibration run. Monitoring live. Crisis plan written, approved, and ready to deploy within 4 hours.

If a gate is missed, the Milestone Guarantee applies. The next phase is free, or we keep working at no fee until the standard is met.

08 · The Contingencies

If something goes wrong, we already know what to do.

The Situation

Things happen. Every one of them.

schedule

You delay an approval.

The clock pauses. The guarantee stays valid.

pause_circle

You need to pause.

Once per engagement, up to thirty days.

thumb_down

You dislike the positioning.

Two revision rounds included.

palette

You dislike the website design.

Two revision rounds included.

emergency

A crisis hits during the engagement.

Crisis response is part of Legacy.

bolt

You need to start immediately.

Emergency onboarding is available.

cancel

You decide to cancel.

Pro-rata. No penalty on Legacy.

arrow_forward

Our Response

Every one is already handled.

check_circle

The clock pauses.

The guarantee stays valid. The work resumes when you are ready.

check_circle

We resume where we left off.

All assets remain yours. Nothing is withheld.

check_circle

The audit re-opens at no fee.

A new positioning is built if it does not land after two rounds.

check_circle

We restart the design.

From the Foundation documents. No additional fee.

check_circle

We pause and move to Legacy scope.

Crisis response deploys. The rest of the build holds.

check_circle

72-hour audit.

Crisis protocol built first. The remaining work follows standard sequence.

check_circle

Refund structure in writing.

Full refund minus audit costs before Week 2. Pro-rata by phase after. 90 days notice for Legacy.

09 Who Does What

Six roles. One pod, working on your name.

Click the top card to cycle through the pod. Every role is senior. No juniors. No handoffs.

Role 0101

Lead Strategist

Your Direct Line

Owns your engagement. Runs positioning sessions. Answers your calls.

The Lead Strategist is the one person who carries your engagement from kick-off to handoff. They run the three positioning sessions in Foundation. They hold the narrative lock. They are your direct line at every stage — no project manager in between, no junior account lead forwarding messages.

check_circleOwns the full engagement
check_circleRuns all positioning sessions
check_circleAvailable directly, no queue

Role 0202

Identity Architect

Visual & Verbal

Builds your visual identity and the verbal system underneath it.

The Identity Architect translates the positioning into the visual and verbal language of your brand. Typefaces. Colour. Layout systems. Voice guidelines. The way your name looks on a page. The way it sounds when someone describes you. Everything carries the same signature.

check_circleBuilds visual identity systems
check_circleWrites voice and message guidelines
check_circleDesigns every public surface

Role 0303

Distribution Engineer

Build & Ship

Builds the website, search infrastructure, and AI recommendation layer.

The Distribution Engineer handles everything technical and semantic. The website. The schema. The structured data. The entity signals. The AI citation architecture. The layers that make sure search engines and language models find you, verify you, and cite you when they are asked about your field.

check_circleBuilds the website and its foundation
check_circleImplements schema and structured data
check_circleWires AI citation architecture

Role 0404

Ownership Builder

Your Permanent Assets

Sets up your domain, email list, and frameworks — all in your name.

The Ownership Builder makes sure everything we build belongs to you, not to us. Your domain. Your hosting. Your email list. Your named frameworks. Your credentials. When the engagement ends, nothing leaves with us — because nothing was ever ours.

check_circleRegisters your domain and hosting
check_circleSets up your email infrastructure
check_circleDocuments your named frameworks

Role 0505

Protection Officer

24-Hour Alerting

Runs monitoring, crisis response, and quarterly recalibration.

The Protection Officer watches your name across 150 sources. Alerts fire within 24 hours. Crisis plans are written in advance for the ten most likely scenarios. Quarterly recalibration keeps the system current as search engines retrain and your role evolves.

check_circleWatches 150 sources continuously
check_circlePrepares 10 crisis scenarios
check_circleRecalibrates every 90 days

Role 0606

Client Steward

Scheduling & Delivery

Handles scheduling, approvals, and delivery — so you don't have to.

The Client Steward handles the operational layer: scheduling every call, tracking every approval, coordinating every delivery. You review when the Steward says it's ready. You approve on your own time. Everything else is silent.

check_circleSchedules every session
check_circleTracks every approval
check_circleCoordinates every delivery

touch_app Click the top card to cycle

The person you speak with is the person doing the work. No juniors. No handoffs.

10 Frequently Asked About the Process

Straight answers. No fine print.

Everything you'd ask about how the process actually runs — written down so you don't have to ask twice.

Apply for the Identity Audit arrow_forward

Presence takes four to six weeks. Authority takes eight to twelve weeks. Legacy is ongoing. See the Systems page for the full breakdown.

Six hours total for Presence and Authority. Four to six hours per quarter for Legacy.

Gate timelines begin upon your approval of the prior phase. The clock pauses. The guarantee stays valid.

Once per engagement for up to thirty days. After thirty days, we resume where we left off.

We brief your comms lead, legal counsel, family office, assistant, and existing web team before launch. We deliver, they maintain.

Emergency onboarding is available for crisis situations. The Identity Audit is compressed to seventy-two hours. Crisis protocol is built first.

Your lawyer, family office, or trusted advisor can be briefed and involved in approvals. Confidentiality extends to anyone you bring in.

You own everything permanently. No further commitment. No ongoing fees.

We do not chase. If you go silent, we wait. There is no penalty. Your engagement does not expire.

Presence clients can upgrade to Authority. Authority clients can upgrade to Legacy. The audit fee is credited toward the upgrade.

Next Step

The process begins with the Identity Audit.

The audit is Phase 01. It shows what appears when your name and your field are searched right now. It shows what is missing and which system fits. Everything else is built on what the audit reveals.

Apply for the Identity Audit arrow_forward See the Three Systems