Foundation · Pillar 1 of 4 — Company
Purpose: Pin down what you sell, how you deliver it, and who you are — in writing, in one place. Everything downstream reads from this, so fill it in before you touch Market or Customer analysis.
When to run it: at business launch; when repositioning; when onboarding a new teammate or AI tool that needs brand context; when communications start feeling inconsistent or generic.
Inputs: existing website copy, product descriptions, About page, any prior brand documents, social content, customer communications, founder notes.
| 1. WHAT We Offer (Offer & Proposition) | 2. HOW We Deliver (Mechanism & Operations) | 3. WHO We Are (Identity & Purpose) | |
|---|---|---|---|
| A. CORE ESSENTIALS (The Basics) | A1: Core Products / Services: (List specific items — format, delivery mode, range) ________________________________________________________________ | A2: Unique Mechanism: (The actual process / tech that makes the offer work — not a claim) ________________________________________________________________ | A3: Mission & Vision: (Why you exist past revenue; the future you’re building) ________________________________________________________________ |
| B. DIFFERENTIATION & VALUES (What Makes Us Special) | B1: Primary Value Proposition: (The single most important RESULT — the transformation) ________________________________________________ | B2: Operational Values / Process Difference: (3–5 standards that govern the work; what each means in practice) ________________________________________________ | B3: Brand Archetype & Pillars: (Primary archetype + 2–3 personality traits) ________________________________________________ |
| C. EXTERNAL EXPRESSION (How We Present Ourselves) | C1: Offer Presentation & Positioning: (Bundles? Premium / Mid / Value? Typical price point) ________________________________________________ | C2: Brand Voice & Tone: (3–5 specific, actionable ADJECTIVES — ones that change a sentence) ________________________________________________ | C3: Brand Story & Personality: (Core narrative + the feeling you want to leave behind) ________________________________________________ |
Row Synthesis (after the cells — three to five sentences per row, wiring its cells into one statement)
- Row A — what we are:
________________________________________________ - Row B — why we’re chosen:
________________________________________________ - Row C — how we show up:
________________________________________________
Instructions:
- Fill Row A first — the plain facts: what you offer, the mechanism that delivers it, why you exist. A vague A1 or A2 starves every cell below.
- Move to Row B — build on Row A: the single customer result your mechanism produces, the 3–5 operational standards that make it better, the archetype and traits that define the brand.
- Define Row C — how you package, position, and price the offer; the exact adjectives for your voice; the story and feeling you want to leave behind.
- Two passes — write fast first (empty your head, mess is fine); then sharpen: cut aspiration for current reality, make the vague specific, delete borrowed category language. A2 and C2 fight back hardest.
- Run the coherence test — read the nine cells and three syntheses as one document. Does A2 explain how B1 is delivered? Is B3 audible in C2? Does C1 square with C3? Any “no” is a gap to resolve.
- Write what is true today, with a clear arrow toward where it’s going — an honest profile beats a mythologised one.
Feeds: → the Market and Customer worksheets, and every AI prompt across the Elevate Framework — prompts/Company.md first.
Source: 1.1-company.md · prompt: prompts/Company.md · the Company SOP in 1.1-company.md