We turnthe opinion you only share at dinnerinto your point of view.
In three live sessions, we find what you actually think about your market and write it down, so everything you publish starts from your position, not a topic. ChatGPT can copy your tone. It can't know what you think.
AI made writing free. Now every feed on LinkedIn and Substack is full of competent, agreeable posts that could have been written by anyone.
The thing that's still scarce is a point of view. Something you believe about your market that a smart person could disagree with.
Most people have one. It comes out in meetings, over dinner, in the rant after a bad sales call. It just never makes it to the page.
Everyone has topics. Few people have an angle.
"I talk about leadership."
Nobody disagrees. Nobody remembers.
"Good leaders listen to their people."
True, and everyone else is saying it too.
"Most first-time managers fail in month one because nobody tells them their job just changed."
Specific, arguable, yours. This is what people repeat about you.
The test we use: if nobody smart in your market would push back on it, it isn't a point of view yet.
Three conversations. Then you know what you stand for.
We read what's already out there.
Your LinkedIn and Substack, your website, recent talks. If you've been joining conversations with us, your comments too. They already show what you keep coming back to.
Three live sessions, one to one.
No forms, no workshops. We ask the questions that matter, drawn from six positioning frameworks, and push back when an answer sounds like everyone else's.
Follow-ups between sessions.
Our system reads your answers and sends the next questions. You reply by audio, on a walk or in the car. That's usually where the sharpest answers come out.
We find your core.
Your core message, your positioning, and why someone should listen to you and not the next person on their feed.
We write it down.
A personal manifesto and a voice file you can hand to anyone who writes for you, including your future self.
"Why can't I just do this myself?"
You can try. Most people end up with the version they already had.
"I'll sit down and write what I think."
You'll write what you already know how to say, which is usually the same thing everyone in your space says. The good stuff comes out when someone keeps asking why, and nobody does that to themselves.
"I'll ask ChatGPT to help me."
It will give you the average of your industry, nicely written. It won't push back when your answer sounds safe, and it can't tell which of your opinions are actually yours.
"I'll talk it through with a friend."
Friends agree with you, or they're too polite not to. We use six positioning frameworks and our job is to disagree until what's left is specific, arguable and yours.
You already have a point of view. It's just hard to see from the inside.
Everything you need to sound like yourself in public.
Three live sessions
One to one with us, around 60 minutes each. Just you talking.
Audio follow-ups between sessions
The next questions, based on what you just said. Answer whenever it suits you.
Your core message and positioning
What you stand for, in one line, and where you sit against everyone else in your space.
A personal manifesto
Your point of view, written down. The document everything else starts from.
A voice file
Your angles, the words you use and the ones you'd never use. Ready for you, your team, or anyone who writes with you.
We don't give you opinions. We find yours.
It would be easy to hand you a list of hot takes. They'd get likes, and they wouldn't be yours. The first time someone challenged you in a meeting, you'd have nothing behind them.
Everything we write down comes from what you said. If it doesn't sound like you when you read it out loud, it goes.
Three people who know a lot and still sound like everyone.
The founder who only knows the pitch
You can pitch your company in your sleep. Ask what you think about your market, and you end up describing the product.
We separate you from the pitch. You leave with a point of view your market can argue with, and your company benefits every time someone repeats it.
The executive who speaks for the company
You've spent years speaking for the company. Your LinkedIn reads like your CV, because it's hard to tell where the company's view ends and yours begins.
Three sessions to find what you think, as you. It shows up in your posts, your next keynote and your next job conversation.
The coach who sounds like every other coach
Your market is full of people using the same frameworks and the same words: growth, clarity, mindset. From the outside, you look interchangeable.
We find the thing you believe that other coaches would push back on. That's what makes the right client choose you, and the wrong one self-select out.
Before you ask.
Is this a personal branding course?
No. There's no curriculum and no group. It's three conversations about you, and the work we do in between.
How much of my time does it take?
Three sessions of around 60 minutes, plus a few audio answers between them. Most people do those on a walk.
What if I don't think I have a point of view?
Almost everyone says this in the first session. By the third, it's rarely true. Opinions show up when someone keeps asking why.
Do I need to join conversations with you first?
No. It helps, because your comments give us a head start, but you can start here.
What do I do with it afterwards?
Use it yourself, hand it to your team or your agency, or let us turn it into your own posts. It's yours either way.
What do you store about me, and where?
Your recordings, answers and documents are used only for your work with us. We use Anthropic's Claude to prepare follow-up questions and drafts, so that material is processed by Anthropic. You can ask us to delete it at any time.