Product 02 / The position
SIGNAL /
What you stand for, to whom, and why it is worth your fee. Two half-days and two reviews of your time. Best entered from the audit — otherwise we baseline in week one.
from $14,0004 weeks · core scope + optional modules · + GST
Scope / what you receive
A position you can
hand to a new hire.
| Deliverable | What it is | What it does commercially |
|---|---|---|
| The position | Statement + the argument that defends it | The written answer to “why you, at your fee” |
| The proposition & fee logic | What you sell, and the reasoning that holds the price | Read by buyers before they ever ask — ends the discount conversation |
| Message architecture | Promise → idea → position → elevator → service story | Every person in the practice says the same thing |
| The audience optional · +$1,800 | Definition + two personas from your actual client base | Who to say it to, and what they check before buying |
| The objection playbook | Your six objections, answered in your words | Scripted for first calls and proposals — no improvising under pressure |
| The competitive map optional · +$1,900 | Where you sit against named competitors — and where not to go | Stops you marketing into ground you cannot win |
| The number | One agreed metric, set from your baseline | What all following work is accountable to, in the contract |
| The handover | The written document + a 90-minute team session | Repeatable by a new hire without you in the room |
Core scope is $14,000 fixed. The two optional modules take the ceiling to $17,700 — chosen at kickoff, not mid-engagement.
Why it is priced like this
A position is
fee infrastructure.
Run your own numbers: last year's engagements, times the discounts you gave to close them. That sum — repeated every year — is what an undefended fee costs. For most practices it is a multiple of this fee.
The position, the fee logic and the objection playbook exist to end that discount. Check the arithmetic against your own books — that is the only claim we make for it.
What this is not
Not a workshop with sticky notes.
The deliverable is a document a new hire can repeat correctly on day one. A position that cannot survive being written down is not a position.