Scaling Breakdown
Your team outgrew your founding story.
Messaging chaos in the wild
You're past the scrappy early days and:
Everyone explains what you do a little differently.
The website says one thing, the deck says another, and sales says a third.
New hires "get it" only after a dozen customer conversations.
Deals stall because prospects "don't quite understand" what you actually are.
You keep jumping into calls to "clarify" the story your team already tried to tell.
If that feels uncomfortably familiar, you're in a scaling breakdown.
Your message never scaled past your head
Early on, your personality and presence papered over fuzzy messaging. Now you have a team. The fuzz is showing.
What's really going on:
Every function is improvising their own version of the pitch.
None of it is formally documented in a way people actually use.
The story lives in tribal knowledge, Slack threads, and your brain.
You've bolted new products or ICPs onto an old narrative that can't hold them.
This isn't a "rewrite some copy" issue. It's a missing messaging system.
What we do in a Scaling Breakdown
This is a 60–120 day project to pull the story out of your head, align it across the company, and make it repeatable.
YOU BRING
The honest version of where this breaks you right now.
Access to your sales calls, decks, website, and internal docs.
A few people who feel the pain daily: sales, marketing, CS, product.
WE BRING
A forensic exam of how your story shows up in the wild.
A clear, shared messaging framework everyone can work from.
Practical tools (scripts, copy, structure) your team can actually use.
YOU WALK AWAY WITH
One narrative, not five.
A team that can explain what you do the same way, without you in the room.
A system you can update as you grow, instead of starting from scratch every time.
How the examination works
STEP 1Intake and internal interviews
We start by listening to how your story is told today:
Short interviews with founders, sales, marketing, and CS.
Review of your site, decks, emails, proposals, and internal docs.
A look at recent wins and losses: where did messaging help or hurt?
Goal: capture the real story being told—not the one in a strategy doc no one reads.
STEP 2Messaging autopsy and rebuild
Identify where your narrative conflicts, repeats, or goes vague.
Clarify who you're actually for, what problems you really solve, and what you are not.
Build a core messaging playbook: positioning, value propositions, proof points, "say this, not that" examples.
Think of this as your internal "case file" on how to talk about the company.
STEP 3Putting it into action
Email sequences for outbound, nurture, and follow-up.
Sales and CS talk tracks and objection-handling scripts.
Website copy (key pages that drive revenue conversations).
Sales collateral: one-pagers, deck structure, "convince your boss" docs.
We workshop this with your team so it matches how they actually talk, not how a deck wants them to talk.
Is this for you?
THIS IS FOR COMPANIES WHO:Are in the $2–10M ARR range and feel the "we've outgrown our story" tension.
Have multiple people selling and marketing channels and the founder can't be in every call.
Know that inconsistent messaging is slowing deals and confusing the team.
THIS IS NOT FOR:Solo operators who still do every sales call themselves.
Teams looking for a one-off website rewrite with no internal alignment
Companies unwilling to change how they talk about themselves.
What you leave with
By the end, you'll have:
A clear, shared language for what you do, who you serve, and why you win.
GTM assets that actually match that story: site, deck, scripts, emails.
A team trained to use the new messaging in real conversations.
A system you can reference and update as the business evolves.
Less "let me jump in and fix the pitch."
More "everyone's telling the same story, and it finally lands."
Request a scaling case review
If you feel like the bottleneck is no longer leads, but clarity, let's look at it.
One 30-minute call.
You bring how you're currently explaining the business—site, deck, or call recording.
I'll show you where the story breaks, and whether a full Scaling Breakdown engagement makes sense.
No fluff. Just an honest read on whether your message is ready to grow with you.