Look at your pitch promise through multiple lenses.
A library of lenses — six classical ones today. Compose your perspective from any of them. Each angle reveals something different.
Tighten. Differentiate. Align.
Three things a perspective makes do-able — and each one builds on the last.
Cut the hedges. Keep the claim.
Every “might,” “could,” “leading” flagged — with the rewrite sitting right beside it.
See where the page stands.
Three competitors, automatically. The page’s appeals, pillars, and beats set against the field — the gaps obvious.
ChatGPT and the human see the same brand.
Compose the perspective deliberately and the summaries agree — every channel, one voice.
One URL in. One perspective out.
Any positioning page.
Homepage, product page, one-sheeter, launch announcement. Paste the URL, or paste text directly, or upload a doc.
Pick your lenses.
Choose one framework or several. Each lens adds one specific question to the read. The combination is your perspective.
Three to five Move Cards.
Each with a verbatim quote from the page, a source URL anchored to that surface, and a specific recommendation. Export the brief. Forward it.
Everyone has an opinion. How do you sort them out?
Decks. One-sheeters. Performance stories. Website redesigns. Different format, same debate.
Everyone weighs in — the logic, the emotion, the credibility, the structure. And they’re often right. Three honest takes, three different answers.
Lens reads the page through six classical frameworks the great arguments were built on — Hermagoras · Aristotle · Minto · Adler · Hoey · Fowler.
Each is a perspective, not a verdict — a way of seeing how a strong argument holds together. You read along, and you decide.
Six lenses today. Build your own.
The starting six are classical — frameworks that have been arguing about argument for 2,500 years to twenty. Each asks one question. Each reveals what the others miss.
Twenty-five years making promises measurable.
Building the analytics and research capability inside the big holding companies — dentsu, Havas, Initiative, and MarketShare in London. Same work everywhere: stand up the measurement for some of the most-measured brands in the world — American Express · Exxon Mobil · Accenture · Dyson · GrubHub · Rocket Mortgage · Emirates.
Co-author of the CIMM CTV best-practices study. Speaker at CIMM East. Pepperdine Great Books Colloquium with Dr. Michael Gose — the Hutchins / Adler Chicago method that taught me how to read.
Throughline is what happens when that experience meets the discipline that was always there.
Brand communications, in perspective.
Any B2B GTM artifact — page, deck, one-sheeter, performance story. Two minutes to read. One to forward.