A positioning and narrative practice for founders whose product is ahead of their story.

New customers don't quite get it yet, and you're still the only one who can explain it. We find what's holding the story back, then build the story into a system your team runs.

Start a conversation

Selected history · Nick Hollins, founder

About

You can feel the distance between your product and its story.

Whether you've tried to close that gap and it didn't stick, or you're at the point where the story needs building from scratch, the instinct is the same: this should be solvable from inside the team.

Rework the sales page. Bring in an agency. Add a marketing lead. Each move addresses something real. But without knowing what to lock in first and what depends on what, each one ends up addressing a symptom.

And there is a window. The next six months will either compound on the right foundation or drift without one.

Positioning has a sequence to it.

When things happen in the right order, the marketing starts compounding the same way the product does.

  • A story as tight as the product.
  • A team that can tell it without you in the room.
  • A market that finally gets what you've built.

How we work

Everything starts with the Clarity Sprint: three weeks with a senior practitioner, and the diagnostic you can't do from inside.

  1. 01

    Clarity Sprint

    Three weeks

    You know where the story is stuck and what to do about it, and your team has the system to hold it together.

  2. 02

    Clarity Build

    Four to six weeks

    Your positioning is in the market. Real content, real distribution, a live campaign built on the architecture.

  3. 03

    Producer-in-Residence

    Monthly

    Your system gets sharper every month. It evolves as the market moves.

What comes out is an operating system your team runs daily. We build it with your team, in the tools you already use, so the story holds while you focus on growth.

How the practice works

Where it started

The practice started inside UFO. Our founder, Nick Hollins, built the system because his own company needed it first. UFO grew to 40,000 subscribers on it, solo.

Lucid runs on the same system we build with your team.

Why we started: Clarity is a light switch

Start a conversation

The story should be as rigorous as the product. When it is, what you've built finally speaks for itself.

A second read of where your company is right now: what's working, what's stuck, and where more clarity would change things.

Tell us what you're building.