01Foundational
Positioning
Find the position you can actually defend
Leave with one positioning statement you can hold under questioning.
- Steps
- 7
- Time
- 16 min
- Level
- Foundational
01 Guides
Long-form answers to the decisions founders get stuck on
Each guide takes one problem and works it end to end: the decision, the steps, the tradeoffs, and what to do when it does not go cleanly. Written to stay true a year from now, and to be usable the same afternoon you read it.
- 36
- 6
- 3
02 Tracks
Three guides, in order, for where you are
Pick the stage you are actually in rather than the one you would like to be in. Each track is a sequence, so the second guide assumes the first.
Nothing is public yet. The work is deciding what to be before spending on it.
- Guide slot 01Step 01
4/3Find the position you can actually defend
Leave with one positioning statement you can hold under questioning.
- Guide slot 07Step 02
4/3Build a brand brief you can hand to anyone
One document that briefs a designer, a writer, or a freelancer identically.
- Guide slot 13Step 03
4/3Plan a site before you open a design tool
A page list and a section order agreed before anything is drawn.
The decisions are made. Now they have to survive contact with a real audience.
- Guide slot 03Step 01
4/3Choose the segment you will disappoint
A written exclusion list, so the offer stops being for everyone.
- Guide slot 09Step 02
4/3Build a colour system that survives one ink
A palette with roles, not favourites, that still works in black and white.
- Guide slot 15Step 03
4/3Choose a stack you will not regret in a year
A decision recorded with its tradeoffs, so the next person understands it.
It works. The problem is repeating it without the quality falling over.
- Guide slot 05Step 01
4/3Test a position before you commit the budget
Three cheap tests that tell you if the message lands before the build.
- Guide slot 11Step 02
4/3Write usage rules a non-designer can follow
Rules short enough to be read, specific enough to be obeyed.
- Guide slot 17Step 03
4/3Ship an accessible site the first time
Contrast, focus, and order handled at the start instead of at audit.
03 Library
The full library
Filter by the part of the business you are working on, then by how deep you want to go today.
- 02FoundationalIdentity
Build a brand brief you can hand to anyone
One document that briefs a designer, a writer, or a freelancer identically.
- Steps
- 6
- Time
- 15 min
- Level
- Foundational
- 03FoundationalWebsite
Plan a site before you open a design tool
A page list and a section order agreed before anything is drawn.
- Steps
- 6
- Time
- 14 min
- Level
- Foundational
- 04FoundationalLaunch
Build a launch plan that fits one person
A dated plan you can run alone without missing the launch window.
- Steps
- 8
- Time
- 20 min
- Level
- Foundational
- 05FoundationalContent
Decide what you will publish, and what you will not
A content boundary in writing, so the calendar stops being a guess.
- Steps
- 5
- Time
- 12 min
- Level
- Foundational
- 06FoundationalOperations
Write a scope that prevents the argument
A scope document that names the boundary before the work starts.
- Steps
- 7
- Time
- 18 min
- Level
- Foundational
- 07PracticalPositioning
Write the one-line answer to what do you do
A sentence that survives being repeated by someone who does not work for you.
- Steps
- 5
- Time
- 11 min
- Level
- Practical
- 08PracticalIdentity
Pick two typefaces and stop reopening the decision
A pairing chosen against use, with the reasons written down beside it.
- Steps
- 5
- Time
- 12 min
- Level
- Practical
- 09PracticalWebsite
Write the homepage in the order people read it
A homepage argument, section by section, written before layout.
- Steps
- 7
- Time
- 18 min
- Level
- Practical
- 10PracticalLaunch
Prepare the assets a launch actually consumes
A complete asset list, sized and named, ready before launch week.
- Steps
- 6
- Time
- 15 min
- Level
- Practical
- 11PracticalContent
Build a month of content in one sitting
A repeatable session that produces a month without draining a week.
- Steps
- 8
- Time
- 19 min
- Level
- Practical
- 12PracticalOperations
Qualify a project in one conversation
A fit review that reaches yes or no without three unpaid meetings.
- Steps
- 6
- Time
- 14 min
- Level
- Practical
- 13FoundationalPositioning
Choose the segment you will disappoint
A written exclusion list, so the offer stops being for everyone.
- Steps
- 6
- Time
- 14 min
- Level
- Foundational
- 14FoundationalIdentity
Build a colour system that survives one ink
A palette with roles, not favourites, that still works in black and white.
- Steps
- 7
- Time
- 17 min
- Level
- Foundational
- 15FoundationalWebsite
Choose a stack you will not regret in a year
A decision recorded with its tradeoffs, so the next person understands it.
- Steps
- 5
- Time
- 13 min
- Level
- Foundational
- 16FoundationalLaunch
Write launch copy once and reuse it everywhere
One message set that adapts to every channel without being rewritten.
- Steps
- 7
- Time
- 17 min
- Level
- Foundational
- 17FoundationalContent
Turn one project into ten pieces
A method for getting a month of material out of work you already did.
- Steps
- 7
- Time
- 16 min
- Level
- Foundational
- 18FoundationalOperations
Set up a payment rhythm that protects cashflow
A schedule and a policy that stop you funding someone else's delay.
- Steps
- 8
- Time
- 19 min
- Level
- Foundational
- 19AdvancedPositioning
Price on value without inventing a number
A defensible price built from the outcome, not from your hourly guilt.
- Steps
- 9
- Time
- 22 min
- Level
- Advanced
- 20AdvancedIdentity
Audit an identity you already paid for
A scored audit that separates what to keep from what to quietly retire.
- Steps
- 10
- Time
- 24 min
- Level
- Advanced
- 21AdvancedWebsite
Make the site fast without a rebuild
The specific changes that move the numbers, in the order that pays first.
- Steps
- 9
- Time
- 21 min
- Level
- Advanced
- 22AdvancedLaunch
Run launch week without breaking
A day-by-day operating plan, including what you will not do.
- Steps
- 10
- Time
- 23 min
- Level
- Advanced
- 23AdvancedContent
Write case studies clients let you publish
A permission-safe structure, from the request email to the final page.
- Steps
- 10
- Time
- 24 min
- Level
- Advanced
- 24AdvancedOperations
Run a handoff that does not rot
A package the client can still use a year later without calling you.
- Steps
- 11
- Time
- 25 min
- Level
- Advanced
- 25PracticalPositioning
Test a position before you commit the budget
Three cheap tests that tell you if the message lands before the build.
- Steps
- 8
- Time
- 18 min
- Level
- Practical
- 26PracticalIdentity
Write usage rules a non-designer can follow
Rules short enough to be read, specific enough to be obeyed.
- Steps
- 8
- Time
- 19 min
- Level
- Practical
- 27PracticalWebsite
Ship an accessible site the first time
Contrast, focus, and order handled at the start instead of at audit.
- Steps
- 10
- Time
- 25 min
- Level
- Practical
- 28PracticalLaunch
Handle the first hundred replies
Templates and a triage rule so real conversations do not get buried.
- Steps
- 9
- Time
- 20 min
- Level
- Practical
- 29PracticalContent
Keep a feed consistent without repeating yourself
A grammar of formats that reads as one voice across a quarter.
- Steps
- 9
- Time
- 21 min
- Level
- Practical
- 30PracticalOperations
Say no in a way that keeps the relationship
Three scripts for declining that leave the door open on purpose.
- Steps
- 5
- Time
- 13 min
- Level
- Practical
- 31AdvancedPositioning
Reposition without losing the customers you have
A sequenced migration plan, so the change does not read as a panic.
- Steps
- 11
- Time
- 26 min
- Level
- Advanced
- 32AdvancedIdentity
Extend an identity into formats nobody planned for
A method for new formats that does not require the original designer.
- Steps
- 12
- Time
- 28 min
- Level
- Advanced
- 33AdvancedWebsite
Instrument a site so you learn something from it
A small set of events that answer real questions, and nothing else.
- Steps
- 11
- Time
- 27 min
- Level
- Advanced
- 34AdvancedLaunch
Read the launch honestly two weeks later
A review that separates signal from relief, with decisions written down.
- Steps
- 11
- Time
- 26 min
- Level
- Advanced
- 35AdvancedContent
Retire content that is quietly costing you
A pruning pass that improves the whole by removing part of it.
- Steps
- 6
- Time
- 15 min
- Level
- Advanced
- 36AdvancedOperations
Build a solo studio that survives a bad month
A working system with a buffer, a pipeline, and a stop rule.
- Steps
- 12
- Time
- 30 min
- Level
- Advanced
04 Fundamentals
If you only read three
The ground the other thirty-three stand on. Nothing here expires, and nothing here assumes you have read anything else first.
- 01
Find the position you can actually defend
Leave with one positioning statement you can hold under questioning.
Not built yet - 02
Build a brand brief you can hand to anyone
One document that briefs a designer, a writer, or a freelancer identically.
Not built yet - 03
Plan a site before you open a design tool
A page list and a section order agreed before anything is drawn.
Not built yet
05 Next Step
Do it yourself, or hand me the whole thing
Every guide here is written so you can run it without me. If you would rather not, that is exactly what the studio is for.