How we work
The methodology
Ten layers from foundations to optimization. Each layer gates the next — nothing downstream is built without the artifacts upstream confirming it.
Captures or creates the brand identity — voice, positioning, visual direction, copy anti-patterns. Without this, every creative and copy skill downstream generates output that ignores the brand's actual voice.
BRAND-VOICE.md + profiles/{slug}.mdFull client onboarding — audience definition, offer stack, channel readiness, budget, current analytics state, and diagnostic questions. The strategic source of truth for all downstream derivations.
client-brief.mdAll research skills run in parallel. SEO keyword vocabulary seeds audience community queries. Together they surface what the audience actually says, what competitors are doing, and whether search channels are viable.
AUDIENCE-INSIGHTS.md + COMPETITOR-REPORT.md + SEO-AUDIT.mdDesigns the offer stack grounded in research. Hormozi scoring, pricing, value stack, mechanism. Offer gaps from audience research inform what's built here.
OFFERS.mdPlatform audit, campaign objective, organic strategy, paid strategy, phase sequence, creative asset inventory, budget scenarios. Nothing downstream is built without a confirmed brief. Organic and paid strategy are produced here in one pass — not in separate layers.
CAMPAIGN-BRIEF.md — read by every build, creative, and launch skillMaps the complete buyer journey — entry points, nurture sequence, conversion triggers, per-offer variants. Defines what gets built at Layer 7.
FUNNEL-SPEC.mdLanding pages, email sequences, pixel + GTM tracking, server-side data pipeline, organic content infrastructure. All built and confirmed working before any spend goes live.
Ad creatives, video scripts, motion graphics — all grounded in brand voice and campaign brief. Creative direction comes from the brief, not from scratch each time.
Ad copy, creatives, and campaign creation. Three gates required before spend: confirmed channel strategy, conversion tracking, and creative brief. No campaign goes live without all three cleared.
Drop-off analysis, strategy reviews, performance reports, and scaling decisions. A continuous loop — findings feed back into the Layer 4 brief refresh, not back to zero.