(it’s AI + pure human inspiration)

Here’s how you can matter to your prospect. So he remembers you, thinks about you, and recognizes you when you contact him. 

Step 1: The Hook Workshop (your company + me)

The Hook is a proprietary workshop that puts you (and me) into your audience’s head, and asks questions as if we’re them. 400+ companies on 6 continents have completed it, to get their best-yet headline, sales story or marketing angle.

The Hook uses a questionnaire you answer, followed by a 90-minute live session where we walk through answers and ideas.

Step 2: Deep Research (me + AIs)

Once the Hook is completed, 3 AI tools are used to go deep into the positioning, angles, customer sentiment, features, buzz and other messaging components of your company and its competitors. Tables and charts are generated showing strengths, weaknesses, and most importantly — gaps. 

This capability is the single biggest advancement in Messaging That Matters in decades. Before Deep Research AI agents, only big companies, with branding agencies, did this kind of work. Building AI agents has dropped the cost of the entire process by 90%, so almost any B2B company with $5MM+ ARR can afford it, too.

Step 3: Back to People (me)

With the Hook questionnaire and the 3+ research reports in hand, it’s time for the unexplainable part of the work to happen. 

I study and come up with 1 or more new angles/stories/headlines.

The best ones:

– won’t require changes to your business operations

– put you in your prospect’s head, and keeps you there

– either boxes in, judos, or forces your competitors to talk about you and your message

– turns your weaknesses into strengths

– turns competitors’ strengths into liabilities

– will be your go-to message for a decade

This process is the one used to create some of the greatest slogans and headlines in the world, including Avis’s ” We’re #2 so we try harder”.  It happens by loading up on all the data in the questionnaire and reports, then imagining what the other person feels and thinks, and letting inspiration come.

After 400 clients, it reliably concludes in about 10 business days, from the live Hook session to the next great thing (for you).