Practice / 2026-06-30
The diagnostic is the work
Before a new identity, campaign or website, there is a more valuable question: what decision are we avoiding?
Find the pressure point
A diagnostic is not a lighter version of strategy. It is a compact, paid act of judgement: understand the business, name the tension and decide where clarity will create the most leverage.
The output is useful even when the next engagement is not with us. That independence is what makes the recommendation credible.