The questions I get.

How does pricing work?

How do you know what to pay before you know what is actually broken? So the first step is a conversation. Once we can both name the problem, there are two shapes: a weekly retainer, or a performance deal where I get paid when it works. Which one fits depends on what we find.

What happens on the first call?

You tell me what is not working, and we start pulling it apart. Usually that takes us somewhere you were not expecting: the margin on a single order, where the spend really goes, something your team has been saying that nobody has chased down. By the end you know a lot more about where the problem actually lives. If I think I can help from there, I say so. If I think you need a different kind of help, I tell you what kind.

What does an engagement look like?

A weekly session with you and your leadership team, plus one team of your choice. Written hypotheses after every call. Between sessions you text me, because things come up. Your team runs the tests, which is how the capability stays in the building.

Do you execute the work?

No, and that is the point. Execution is the cheap, available part. What you are paying for is the diagnosis and the week-to-week judgment on what to test next. I coach your team through the execution rather than taking it away from them.

Who is this for?

Consumer and DTC brands past product-market fit, usually $10–20M and up, with a team that is already good. The work assumes there are people who can run what we decide.