Free scorecard from the book
Twenty-one questions on the seven stages in the book, built from the tests it uses. It takes about five minutes, and at the end you get a score for each stage, the one to fix first and the chapter that deals with it.
Your results also come by email, with the occasional note from Felix. Unsubscribe at any time.
What clients say
about the process
“In a single day, we made more progress on our proposition than we had in two years.”
Jim Meadows · Founder, Commit
What you get
Your results appear as soon as you finish, and the same report comes by email, so you can take it to your leadership team.
01
Each of the seven stages gets its own score and one of four verdicts, so you can see where your proposition holds and where it gives way. In this example the values are in good shape at 100%. The territory is not: at 11%, any competitor could make the same claim.
02
Every stage comes with a note written for its score, and the chapter of the book that deals with it. Start with the lowest: it is the stage to fix first.
03
Each question asks about something that has already happened rather than something you intend: what five colleagues would say your values are, how often you turned work down last year, whether your nearest competitor could use your positioning line without changing a word.
The answers are built from the tests the book uses, so the honest answer is usually the less comfortable one. That is the one worth giving.
Your overall score
Your overall score says what a buyer does with you when they triage the market. Each stage is scored on the same four bands.
Reject
0 to 34%
Buyers cannot tell you from the alternatives, so they rule you out in favour of someone cheaper or someone they already know.
Ignore
35 to 59%
Buyers see what you do, but nothing makes them stop, so they keep looking.
Longlist
60 to 79%
Buyers keep you on the longlist, then compare you with everyone else on it.
Shortlist
80 to 100%
The right buyers shortlist you, and the wrong ones rule themselves out.
What it scores
Three questions on each stage, in the order the book takes them, then three about your business.
Values · Chapter Two
Whether your values are held by the team, or written for the website.
Ingredients · Chapter Three
Whether you can name what you are world-class at, and prove it.
Audience · Chapter Four
Whether you know who you are for, and who you are not for.
Territory · Chapter Five
Whether your nearest competitor could make the same claim.
Proposition · Chapters One and Six
Whether a buyer can tell, in a few seconds, that you are the one.
Proof · Chapter Seven
Whether your evidence is named, specific and checkable.
Deployment · Chapter Eight
Whether the proposition has changed how you run the business.
What clients say
about the process
“I’ve banged my head against the wall before; but never with such a sudden breakthrough.”
Bill Updegraff · Founder, Grapeseed Media
Before you start
No. Each question stands on its own, and your results name the chapter for each stage, so the book is there when you want to go further.
Leaders of agencies, consultancies, tech companies and law firms, the businesses the book was written for. It works the same way for a founder on their own as for a firm of a hundred people.
About five minutes: twenty-one questions on the seven stages, three about your business and an optional box for your current proposition.
ScoreApp shows your results and emails you a copy, and Mailchimp sends the occasional note from Felix. We do not share your address with anyone else, and every email has a one-click unsubscribe. The privacy notice has the detail.
It takes about five minutes. Your results appear as soon as you finish, and a copy comes by email so you can go through it with your team.
Free. Your results also come by email, with the occasional note from Felix. Unsubscribe at any time.
After the scorecard
One full day with up to eight of your leadership team, by video call or at your London venue. It is the process the book describes, run by Felix.
£10,000 + VAT in the UK, $20,000 elsewhere.
Half a day in London, or three hours online, based on the book. Register now and you hear about dates first.
The method in the book as a course, opening on 28 January 2027. Self-paced, or with the first cohort, which starts the same day and adds four weekly two-hour live workshops, one for each key stage: values, ingredients, audience and territory. Felix runs each one, with live examples and hot-seat sessions. Full refund if the course is not open by then.
Self-paced: £999 + VAT in the UK, $1,999 elsewhere.
First cohort, up to 10 places: £1,999 + VAT in the UK, $2,999 elsewhere.
To reserve one of the 10 cohort places, email [email protected].