These tools help you find exactly what — and start closing the gap
before we ever talk. Four worksheets. No email. No catch.
Pick the one that fits where you are right now.
Why Free?
We give these away because someone who has done this work already is a
better client — they show up with a clearer picture of where
they are and a more honest read on what they actually need. And honestly:
if the tools are good enough to be useful on their own, that says more
about our thinking than any case study could.
01 / 04Free Worksheet
Break It Down
Turn vague goals into real ones.
"Grow the business" is not a goal. It's a direction. This worksheet walks
you through the process we use at the start of every engagement to take
something vague — like "I want more customers" or "I need to scale" —
and turn it into a set of specific, measurable outcomes with defined
timelines and a clear first step for each one.
Most people discover in the first section that they have been working toward
a goal they never fully defined. That's where the work actually starts.
State your current goal in plain language — no polish, no pitch
Identify what success would actually look and feel like in 90 days
Break the goal into three to five discrete, actionable sub-goals
For each sub-goal: define the metric, the deadline, and the owner
Identify what's in the way right now and what would have to change
Surface the goal beneath the goal — the real reason this matters
Actual Goal
Sub-Goal 1 · Metric · Date
Sub-Goal 2 · Metric · Date
Sub-Goal 3 · Metric · Date
02 / 04Free Worksheet
Who Actually Buys From You
A demographic audit you'll actually use.
This is not a persona template. Those are useful for ad targeting.
This worksheet is about something deeper — understanding not just
who your customer is, but what they expected when they found you,
what convinced them to buy, and what would have made them leave.
You'll look at your best customers, your worst customers, and the
ones who disappeared without explanation. Together they tell you
something your marketing data can't.
Profile your three best customers — what they have in common that you haven't said out loud
Map what each one expected before they bought and whether that expectation was met
Identify what your product actually solved vs. what you thought it solved
Analyze your last five lost sales — what expectation went unmet
Find the pattern in who comes back and who doesn't — and why
Draft the expectation statement your marketing should be built around
Customer
Expected
Received
Best
Match
Match
Okay
Partial
Match
Lost
Unknown
Gap
03 / 04Free Audit
Would You Hire You?
Walk through your business as a stranger.
Most business owners have never experienced their own business as a
first-time customer. They know where to click, who to call, and what
to ask for. Their customers don't. This audit puts you in that seat.
You'll walk through your website, your first contact experience, your
follow-up, your onboarding, and your delivery — scoring each one not
on your intention, but on what a stranger would actually experience.
Most people find at least one thing they immediately want to fix.
First impression audit — what a stranger sees in the first 10 seconds
Website clarity test — can someone explain what you do after one visit
First contact experience — how does it feel to reach out for the first time
Follow-up audit — what happens after someone shows interest
Delivery experience — does the reality match the promise
Retention audit — what keeps a customer and what quietly loses them
✓
First impression is clear
✓
Offer is immediately obvious
First contact feels easy
Follow-up is timely
Delivery matches the promise
04 / 04Free Template
The Gap Report
One page. Your biggest problem, clearly stated.
This is the template we use internally to deliver the core finding of
every engagement — the single most significant gap between what a
business is offering and what their market is actually expecting.
Fill it out for your own business. The process of completing it forces
a level of clarity most owners don't have about their own situation.
Some people send us the completed version instead of filling out the
intake form. That works too.
