How it works

One system. Then the work.

Start from the page. Confirm who it is for and why it is different. Only then build the comparison, the plan, and the test. Diagnose the message, Position the product, Map the market, Compare honestly, Enable sales, Plan twelve weeks, Test one claim, and Learn from what happened. Later jobs wait until the founder confirms positioning.

01 Diagnose

Find the message layer that breaks first.

02 Position

Create the source of truth for every later job.

03 Map

See what rivals already claim, in their own words.

04 Compare

An honest page for buyers weighing you against a rival.

05 Enable

What to say when a buyer names the competitor.

06 Plan

Twelve weeks to lock, ship, test and update one message.

07 Test

One experiment, in the channel you choose, with a stop date.

08 Learn

Paste replies and calls. Keep, kill or rewrite each line.