A second opinion that never sees your answers.
You don’t write the questions or choose who answers. The outside read looks only at what’s already public: how people behave, what they buy instead, where they get stuck. The researcher never receives your workbook or internal findings.
What's in a report
- The short version: the brand you planned, set against what the public evidence supports.
- What customers do: up to four findings, each saying how sure we are.
- Three possible answers, each tested and given one of four verdicts: Holds · Wrong · Not tested yet · Holds for one group.
- Your Brand Brief from the outside, in the same eight fields as your workbook.
- What is pulling you away: a timeline of your own public decisions.
- Three actions, one dated prediction, and the sources and limits.
- What people do today instead, and where money already goes.
- Who else does this, and three possible answers.
- The evidence check: Repeated · Consistent · Costly · Lasting.
- How big it could be, the rough economics, and three experiments in order.
- Go, Go with one condition, or Not yet.
Every claim names its source. Where the evidence runs out, the report says so.
The Crosscheck: after your workbook, never before.
Once you’ve finished your workbook and sealed a dated copy of your findings, we send your outside read with the Crosscheck Worksheet and an optional AI assistant file.
Then you set what you believed beside what the market shows, one Brand Brief field at a time, using the same four verdicts as your workbook: Holds, Wrong, Not tested yet, Holds for one group. The stronger evidence wins, whichever side it came from, and agreement supports a finding without proving it.
You get the worksheet only after your findings are sealed, so the outside read can’t shape what you write.
