The work / Case notes
The question behind
the question.
Here's what I noticed. What we decided. And what changed.
Real sessions and builds. Each case distinguishes what was delivered, what is still open and what the results can tell us.
Real client work / Follow the change of direction
The brief came in.
Then we looked closer.
Pick a starting point. See what I spotted, where we took it and what happened next.
Strategic project / In progressJoin up the information behind the property business
A property business
The question in the project review
“It’s just research. Is it going to start to clutter it up?”
Gemma, recorded review call, 13 October 2026.
The portfolio app needed a clear job. Every new idea had to earn its place.
The original conversations covered content, the inbox, contacts and portfolio analysis. As the app developed, property sourcing and more document workflows joined the discussion. Those jobs had different purposes. Putting every research result and every file inside the portfolio would make it harder to keep the core clear.
Keep the app focused on the active property portfolio. Test sourcing as a separate AI workflow. Keep original files in OneDrive and design the app around links to that agreed source, rather than creating another pile of copies.
A reviewed prototype, a developing app and clearer decisions about what belongs in it.
The client chose the app after reviewing the prototype. We built portfolio and financial views, although some financial reporting has only been checked with demo data. At the October review, we agreed to keep sourcing separate, keep original files in OneDrive and prioritise invoice visibility.
This project is ongoing. At the 13 October 2026 review, the OneDrive connection, sourcing workflow and investor-document and invoice changes were still next steps. We do not yet have measured time savings, investment-return or revenue results.
Follow the full case ↗Strategy sessionHelp with social media and AI
A payroll consultant
The question I asked
“How much would I pay someone to do payroll as a job?”
Gemma, from the session transcript. Filler words removed.
The useful comparison was already in the business. We had to ask for it.
The conversation moved from what the bureau did to what a buyer would otherwise have to do. In the example discussed, an in-house payroll manager’s salary was £35k and the outsourced service was £24k a year. That put an £11k salary difference on the table.
Start with the buyer’s problem and the value of getting it solved. Then build the content and AI around that. The session also explored accountant referrals and a paid payroll audit as routes into the business.
A clearer commercial argument, before building the AI.
We mapped how client profiles and their problems could shape a twelve-month content plan. We also updated the AI context and tested a LinkedIn draft against the intended buyer. A paid audit was explored as an entry offer. No later sales result is established here.
£11k was the difference between the two annual figures discussed. Around £15k was then estimated after employer costs. It was an illustrative comparison, not an audited saving, a current quote or revenue earned.
Follow the full case ↗Launch work / Selling route liveGet the course online and selling
A practical-skills course creator
The decision, in my words
“Let’s get it working, and then we can diversify it.”
Gemma, from the recorded planning call.
The course was filmed. The buying and delivery route needed joining up.
She already had a filmed course, a lead magnet and sales copy. But she was talking to each potential buyer through messages and delivering the course through separate links. She said people lost interest along the way.
Build one clear route from the sales page to payment and course access. Launch the whole course as one offer. Leave individual lessons, extra tiers and other ideas for later.
A live route from payment to course access.
The delivery record confirms a live selling route, an enrolled test purchaser with course access, and working guide delivery. The content sits in a member course with sixteen lessons. Some promotional follow-up work and final sign-off remain open.
This is a live launch milestone, not a claim that the entire project is signed off. No customer-sales total or revenue uplift is recorded here.
Follow the full case ↗Delivered build / Recorded real useA joinery app for quotes, jobs and invoices
A joinery business
A question to think with
What does the person doing the work actually call each part of it?
An editorial prompt drawn from this case.
The app needed to make sense to the person using it.
The app was built and live. Then the person it was for found it confusing. The delivery record captures the change: simplify the home screen around his four words, quotes, jobs, customers and invoices.
Change the structure around the user’s language. Make those four jobs the big buttons on the home screen and match them in the bottom navigation.
A delivered app, changed in response to actual use.
The record confirms the simplified home screen, customer and job search, invoice PDFs and sending quotes and invoices from the app. A real customer invoice was sent through it on 21 August 2026.
Build context: built for my husband’s business, unpaid by choice. The evidence here is a delivered app and recorded use. No time-saving or revenue figure is claimed.
Follow the full case ↗Strategy sessionA website fix and AI training
A business founder
A question to think with
Before changing the website, is the business itself clear to the person writing it?
An editorial prompt drawn from this case.
She could finally see what she already had.
About twenty minutes into the session, she recognised that the block wasn’t the technology. She had been too close to her business to see what was already there.
The conversation changed from fixing tools to seeing and communicating the business more clearly.
The founder rebuilt her landing page that night.
She went home and rebuilt the landing page herself that evening. Her follow-up message arrived at 11pm.
The recorded outcome is the founder’s action after the session. No conversion or revenue uplift is recorded.
Follow the full case ↗Strategy sessionBuild an offer for children
A neurodiversity consultant
A question to think with
Who receives the service, who chooses it, and who actually pays?
An editorial prompt drawn from this case.
The service user and the paying client were different people.
The service was for children. The paying clients were their parents. That distinction changed the way the business needed to be planned.
The session drew out service boundaries, mapped referral partnerships and built the skeleton of the business plan around that distinction.
A clearer business model, built in the room.
A business-plan structure, referral network and service boundaries were built live through questions in one session.
This record describes the strategic work completed. It does not establish a later launch, client-acquisition or revenue result.
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