You’re too close to see it. I’m not.
The Outside-In
A stranger’s reaction to your brand,
written down and made clear. Every quarter.
You can’t read the label from inside the jar.
You built it. You named it. You know why every decision was made the way it was. That knowledge is the problem, because it’s the one thing your customers don’t have.
They arrive cold. They read what’s actually in front of them, in seconds, and decide. You will never see it the way they do, because you can’t unknow what you know.
That gap doesn’t close from the inside.
What it is
Former Creative Director at McCann – Lloyds, Deloitte, Vodafone, Sky. Now doing it for founders.
I read your brand from your customer’s side and show you what it’s really costing you. What’s pushing the right people away, and the first moves that bring them back.
You give me a few core details. Within five working days you get a walkthrough and a one-page plan. Then, every quarter, I read it again and tell you what moved.
What you get
A walkthrough
Me, talking you through what a stranger meets when they find you – in the order they meet it. Recorded, so you can watch it twice and send it to whoever else needs to see it.
The plan
What I see, the gap, the three moves that matter, and one thing to do this week. One page, because if it needs twenty you won’t act on any of it.
A check-in
Five minutes from me, as a video or a call. Where you’ve got to on the moves, what I’d do next, and anything I’ve spotted since the read.
An hour, 1:1
You and me, when you need a sounding board, or a boost of conviction on making moves that make you visible. Book it when you need it.
No call before the first read. On purpose.
Most people would start with a call. I don’t, and that’s deliberate. A call gives me your version before I’ve seen the customer’s.
So the first read happens cold: I look at what a stranger sees, then I read what you told me, and the gap between the two is the work.
After that, the calls are there when you want them. A check-in every month, and an hour with me every quarter.
How it works
Pay
£199 a month, six months minimum, or the six months up front. No proposal, no scoping call.
Tell me where to look
Your site, your profiles, who you’re for. Under five minutes. That’s all I need, because the less you tell me, the closer I get to a stranger.
See what a stranger sees
I look with nothing but what’s in front of me. You see what an outsider understands, what they miss, and the moves that close the gap.
Then every quarter, again
A one-question form – what’s changed – and a fresh read set against the last one. You see what moved, and what didn’t.
What I can see from outside. And what I can’t.
- Your website, in the order a stranger meets it.
- Your profiles, your bio, the way you show up where people look you up.
- Your language. What you claim, and what it sounds like you’re claiming.
- Where you sit next to the people you’re competing with.
- Anything behind a login.
- Anything mid-rebuild that isn’t live yet.
- Anything that only exists in your head.
That last one is the point. If it isn’t visible, it isn’t working yet – and that is usually the most useful thing I will tell you.
They don’t tell you. They just don’t come back.
£199/month
Six months minimum.
First read within five working days. Pay monthly, or pay the six months up front (£1,194). After six months it rolls on month to month and you can stop whenever you like.
Get The Outside-InEvery read carries at least one thing you hadn’t thought of, or were afraid to admit, and that nobody else would have said to you. That’s the promise. If the first read doesn’t, tell me within seven days which of its points you’d already seen, and we’ll leave it there – first month refunded, nothing further owed.
If you bought The Camouflage Test or The Brand Stocktake, the £29 comes off your first month. The code is in your email.
Questions first? brand@un-usual.co.uk