The channel job changes with the business model.
The same system supports D2C, B2B, media, apps, hospitality and knowledge businesses. The proof, the carrier, the community and the commercial evidence get rebuilt for each situation.
- 01 · Buyer situationsStart from the hard constraint, not the industry label.
- Closing bandBring the hard constraint.
- What changes by business modelThe channel job changes with how the business makes money.
- What we say no toFour briefs we turn down.
Start from the hard constraint, not the industry label.
D2C
Desire, product proof, creator credibility and community. Usually leads on Instagram.
Open →B2B
Operator judgement, company proof and informed demand. Usually leads on LinkedIn.
Open →Media
Live interpretation, recurring editorial products and audience return. Usually leads on X.
Open →Apps
Product truth, use cases, community and connected education. Instagram and YouTube.
Open →Hospitality
Place, ritual, local proof and response. Instagram with a live Story layer.
Open →Knowledge brands
Long-form depth, catalogue building and authority. YouTube and podcasts.
Open →Bring the hard constraint.
We map the channel job, the programme depth and the evidence needed before recommending a scope.
The channel job changes with how the business makes money.
Four briefs we turn down.
A follower or reach target as the objective
we do not sell either, and we will not buy them
A brief that is really a paid media brief
that is Ads Legendary or your own media partner
No internal owner who can approve a factual claim inside a day
the work stalls at review
No product truth anyone will put on camera
fix the product story first