This isn't a form. It's a mirror. The clearer you see yourself here, the sharper the content we make for you. Your answers will shape your positioning, pillars, hooks, and first 30 topics for the next 12 months.
Four rules before you start
Write how you'd actually talk. Not how you'd write a LinkedIn post.
Voice-memo if it's faster. We transcribe. 6 short memos beats 1 long one.
If a question feels uncomfortable, slow down. That's where the best content lives.
Skip nothing. "I don't know yet" beats a polished fake every time.
Your answers auto-save in this browser. Come back anytime.
Part 1 of 9
The North Star
Where you're going, and what you need to be known for to get there.
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Record Memo 1 now (10 to 15 min)
Open your phone's Voice Memos. Hit record. Talk through Q1 to Q3b out loud like you're telling a friend. Ramble. Restart. Don't edit. When you're done, save it as Part 1, North Star and move on.
↓ You can also type below. Or do both. Whatever's faster.
Q0
First, the basics.
So we know whose answers these are when they reach us.
Q1
What's your ultimate outcome over the next 2 to 3 years?
Be specific. Revenue? Number of clients/deals/transactions? Reputation, "the go-to [X] in [Y]"? Lifestyle, hours/week, travel, free time? The sharper you are, the sharper the content can be.
Q2
What do you need to be known FOR to make that outcome inevitable?
Work backwards. In 3 years, when someone in your niche asks "Who's the best at [your thing]?", what sentence should make your name the first answer?
Q3a
Two things you want to stand FOR.
The principles you'd defend publicly, even if it costs you some clients.
Q3b
Two things you want to stand AGAINST.
The habits, myths, or behaviors in your industry you'd publicly call out. Specificity wins.
11%
One down. Eight to go.
That was the heaviest thinking. From here on we collect raw material: scars, stories, the parts of you that actually make people stop scrolling.
Part 2 of 9
Credibility & Proof
Your content will make claims. Claims without receipts collapse.
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Record Memo 2 now (10 to 15 min)
Walk through Q4, Q4b, Q5, and Q6 out loud. Use real names, real numbers, real stories. Anonymise later if you want. Q4 is the most important question in this whole document. Don't rush it.
Q4
Three wins you've delivered. One per row.
Real names + numbers. If you can't fill all three, tell us, and we'll find them together.
Win #1
Win #2
Win #3
Q4b
What other proof do you have?
Testimonials (names if possible), total clients served, repeat or referral rates, certifications, awards, press features, speaking gigs. Dump everything. We sort it later.
Q5
1 to 2 scars that taught you a lesson you still use today.
A deal you lost. A bet you got wrong. A season that broke you. Followers follow people who've bled a little.
Q6
3 to 5 things you're actively testing or learning right now.
A new tool. A new workflow. A new belief. Building-in-public content comes straight out of this list.
Part 3 of 9
Your Audience & Their Pain
Who you're speaking to, and what hurts them right now. 80% of your hooks come from this section.
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Record Memo 3 now (15 to 20 min)
This is the longest one. Start with Q7a (who your customer is), then Q7 (list 10 to 15 pains out loud), then Q8 (your fix for each of the top 5), then Q8b (the objections you hear). Use their exact words.
Q7a
Who exactly is your ideal customer?
Role, age range, situation, income level if relevant. Where they hang out online. Who they already follow. The next two questions only work if this person is specific.
Q7
List 10 to 15 real, painful problems your ideal customer has right now.
Push past the first 3. Use their language, not yours. "I can't afford this" is a hook. "Price sensitivity" isn't.
Q8
For your 5 most painful customer problems, what's YOUR unique fix?
One short paragraph each. Name the mechanism, the order, the insight. This is where ownable IP gets built.
Q8.1: Pain #1
Q8.2: Pain #2
Q8.3: Pain #3
Q8.4: Pain #4
Q8.5: Pain #5
Q8b
What do prospects say right before they DON'T buy?
The exact sentences. "Let me think about it." "I'll wait until next year." "My cousin does this cheaper." Objections are content gold, and they sharpen your positioning.
44%
Halfway. This is where it gets fun.
The rest is shorter. We're done with pain, now we find what only you can say, and what makes you human enough to trust.
Part 4 of 9
Standing Out
If your content could have been made by anyone else in your industry, you lose.
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Record Memo 4 (8 to 10 min)
Q9, Q10, Q11 out loud. Don't self-edit. If it sounds too rough, good.
Q9
3 to 4 things people in your industry commonly say or do that you strongly disagree with.
Name the behavior, not just the vibe.
Q10
Your contrarian belief, fill in the blanks.
"Most people in my industry believe ____, but I believe ____, because ____." This sentence becomes the spine of your brand.
Q11
Brand statement, fill in the blanks.
"I help [WHO: specific role + situation] build / achieve [OUTCOME] through [HOW: your method], unlike [COMMON ALTERNATIVE] which [WHY IT FAILS]." V1 is fine.
Part 5 of 9
The Human Layer
Your audience follows humans, not services.
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Record Memo 5 (6 to 8 min)
Q12a to Q13. This is the "who are you when you're not working" section. Let it be personal.
Q12a
How did you get into this work, and what was the turning point that made you commit?
The origin story. Where you started, what flipped the switch, the moment you knew this was it. This becomes the emotional spine of your brand narrative.
Q12
If you ONLY talked about your work for 3 years straight, what would make you quit?
Be honest. If the answer is "all of it", we need to build non-work pillars into your content now.
Q13
3 to 5 non-business parts of your life.
Hobbies, family, faith, fitness, food, where you live, where you grew up, past careers, what you read, what you listen to. Real. We weave these in so audiences feel they know you.
Part 6 of 9
Execution & Bandwidth
We design around your real week, not an aspirational one.
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Record Memo 6 (4 to 6 min)
Short one. Just be honest about time, energy, and when you're sharpest.
Q14
Hours per week you can realistically give to content, for the next 12 to 18 months.
Include filming, thinking, reviewing edits, replying to DMs. A sustainable 4 hours beats an aspirational 12 that collapses when work gets busy.
Q15
What parts of content creation give you energy? What drains you?
Filming vs writing vs strategy vs editing vs engaging vs analyzing. Be specific on both.
Q16
When are you most mentally sharp?
Q17
Who's the front door of your business, you, or your business?
Part 7 of 9
Assets & Voice
So we can hear how you already sound.
Q18
Links to your current social accounts + your 3 best-performing posts ever.
If a post did well, tell us why you think so.
Q19
3 creators / brands you admire in your space.
Not to copy, to study. What specifically do they do that works?
Q20
3 creators / brands you want to clearly differ FROM.
The ones doing it wrong, in your view. What makes you different?
Part 8 of 9
Commercial Context
Content has to move business. Let's tie it to numbers.
Q21
What is one sale / one client worth to you?
Average deal size. LTV if known.
Q22
How long is your sales cycle from first touch to closed deal?
Q23
Where do most of your current leads come from?
Q24
What does a "10× inbound" year look like for you, in real numbers?
E.g. "40 inbound leads/month, 4 new clients/month, $800k in new revenue."
Part 9 of 9, final
Visual & Tone
Short but important, how you want to look and feel.
Q25
3 accounts whose visual style you'd want yours to sit near.
Q26
Up to 3 words that describe the tone you want.
E.g. professional, raw, cinematic, fast-paced, playful, warm, authoritative, minimal, bold.
You did it
That's the foundation.
Hit the send button below and your answers come straight to Jerry. Within 48 hours you'll get back your positioning statement, 3 content pillars, 30 topic ideas, a hook bank, and your first month of scripts. All built from your own words.
Two things left
Hit "Send my answers to Jerry" below. Download a copy for yourself too if you like.
Check you have 6 voice memos on your phone (one per Part 1 to 6) and send them to Jerry via WhatsApp or email.