It was the work, in a specific way. I tried to write down my process for the management side and got a content calendar and a posting cadence. I wrote down the launch process and got actual steps: what runs, when, and why it runs then. A studio should be able to explain the...

That gap between the two write-ups is such a clean test, if you can't explain the launch process as clearly as you explain the calendar, that's the signal something's still thin. Now that you've made the pivot, is there a type of client who was a great fit for the old offer but wrong for this one?

Luckily, a lot of our clients had somewhat of a launch coming up, which is how I made the realisation. I felt, however, that I was losing a lot of pitches to clients who we would be a perfect fit for because we weren't positioned correctly. This way, we still keep some of our...