The DNA

"Before you say anything, know who you are."

$5,000

Brand identity operating system. The foundation everything else builds on — positioning, voice architecture, audience psychology, and competitive moats.

What's Inside

00-start-here.html

01-positioning/

competitive-landscape-mapper.html

origin-story-builder.html

positioning-framework.html

positioning-examples/

02-audience/

audience-architecture.html

audience-profile-template.html

customer-language-mining.html

segment-prioritization-matrix.html

03-voice-and-identity/

brand-voice-builder.html

design-system-template.html

non-negotiables-template.html

voice-examples/

04-product-story/

pricing-psychology-framework.html

product-messaging-hierarchy.html

science-translation-guide.html

05-guardrails/

brand-rules-template.html

content-review-checklist.html

onboarding-guide-template.html

Buy the chapters individually

Each chapter is $1,450. The full DNA includes all four for $5,000.

01 Positioning $1,450 02 Audience $1,450 03 Voice & Identity $1,450 04 Product Story & Guardrails $1,450

Who It's For

DTC brand operators spending $50K+ monthly on paid media who need systematized creative and strategy processes
Marketing directors who are tired of guessing and want decision frameworks with clear numerical thresholds
Agencies managing multiple DTC accounts who need a repeatable operating system, not ad-hoc playbooks

What You'll Build

A complete operational system you can deploy within your team in the first week
Decision trees with specific numerical thresholds — not principles, but exact rules
Feedback loops that improve your output with every cycle of performance data

Sample Preview

Sample preview will be available soon.

$5,000

Save more with a bundle.

Pick any 2 modules for $18,000, any 3 for $20,000, or get all four for $24,000.

View bundles