NewThe Belief Gap. Why investors, buyers and boards believe you and still wait.A free guide to why investors and buyers believe you and still wait.Get the guide, freeFree guide
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The methods behind the work, free to use.

Three written courses and a guide. Each one leaves you with something you use in a real room, a strategy, six stories or a talk, built as you go.

Three free courses

Strategy first. Then the story, then the talk.

Start with The Brand Strategy System if the company needs a strategy a designer, investor or new hire can work from. Start with The Story System if the team tells the company differently in every room. Start with From Story to Stage if a pitch, keynote or speech is coming up. Taken in order, each course feeds the next.

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Free course and dashboard

The Brand Strategy System

Build the strategy before the brand

Leave with a working brand strategy you can hand to a designer, a copywriter, an investor or your team.

Use it for

  • Briefing a designer or copywriter before identity work starts
  • Answering who you are for when an investor or partner asks
  • Giving every new hire one strategy document to work from
Start the course

17 lessons · about two hours to read

You leave with

  • Seventeen decisions made, one per lesson, in the order a strategy needs them
  • A strategy document and briefs that fill in as you decide
  • A worked example, FieldArc, to check your thinking against
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Free written course

The Story System

Six stories. One source of truth. Every room.

Leave with the six stories your company runs on, written once in depth and ready to cut for any audience.

Use it for

  • The investor meeting, opened with your Origin and carried by your Vision
  • The website rewrite, with the hero line cut from what you sell now
  • The sales call and the new hire, both told from one source
Start the course

75 lessons in four parts · about four hours of reading

You leave with

  • A deep version of each story, Origin, Purpose, Vision, Customer, Product and Impact
  • A sixty-second telling and a one-line version cut from each
  • Your Story System, one document that holds all six for the whole team
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Free written course

From Story to Stage

One deep talk. Every room cut from it.

Leave with one deep source talk and the pitch, keynote or speech you need, cut from it and ready to rehearse.

Use it for

  • The pitch that has to end on a clear ask
  • The keynote, the demo day or the TED-style slot
  • The wedding, award or farewell speech you were asked to give
Start the course

Seven modules · a talk you can rehearse in two to four hours

You leave with

  • Your Talk Blueprint, filled in as you write
  • A throughline in fifteen words and a five-beat spine
  • The cut for your next room, timed and scripted at the open and close

The guide

The Belief Gap.

Why investors, buyers and boards believe you and still wait. A short read on why sound evidence can stall, and a method for finding where. Read it with one stalled case in mind. An hour with the method is enough to reach a first hypothesis you can test. It opens on the page as soon as you enter your email.

Get the guide, free

How the courses work

Read, decide, keep the result.

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    Free to use

    Every course is free. Each asks for your email before its full lessons or working tools open, and the work you write stays in your browser. All three are in beta, and every page has a Report a problem link.

  2. 02

    Write as you read

    Each lesson asks you to decide or write something. Your work saves in your browser and builds into one document.

  3. 03

    Bring us the live case

    The courses teach the methods we use with clients. When a real decision has stalled, the Belief Gap Diagnosis finds where it stops moving, in two to three weeks.