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For expert-led firms
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Why now
01 · The founder boom
Americans are starting businesses at a record pace.
Americans filed 5.7 million new business applications in 2025, 62% more than in 2019, and 2026 is running ahead of that pace. Every one of those founders will hit the same wall: a business that can only grow as far as they can carry it.
U.S. Census Bureau, Business Formation Statistics, 2015–2025
02 · The silver wave
A generation of owners is getting ready to hand off.
Four in ten small business owners plan to retire within the next decade, but only 8% say they’re fully prepared to transition ownership. Whether the firm passes to family, partners, or the team, it has to run without its founder first.
Chase Small Business Survey, March 2026
03 · The AI gap
AI helps the individual. The firm is still waiting.
Eighty percent of people say AI made them more productive. Only 37% see it in their firm’s earnings, and just 6% get 5% or more of earnings from it. The gains stay personal until the firm’s story, systems, and data are ready for AI to use.
McKinsey, The State of AI in 2026 (1,719 respondents)
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Snapmarket research
Read the research behind the shift.
The founder-to-firm gap is our 2027 report on the three forces reshaping expert-led firms, the four places growth breaks when the founder is the firm, and a 90-day plan to start closing the gap.
Snapmarket research · 2027 outlook
The founder-to-firm gap
Three forces · Four places growth breaks · A 90-day plan
Read the report →
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How it works
Turn founder dependency into organizational capability.
What made you successful (your voice, your relationships, your judgment) is now what limits the firm. We move it out of your head and into a system, built on our tech and run by our team on your behalf, one step at a time.
Where most firms are
It’s a strength that built the firm. Past a certain size, it’s the thing holding it back.
01
From
The founder is the brand.
To
We define your audience with data, then get your expertise out of your head and into a messaging document your team and your AI read first.
Messaging · positioning · brand identity
02
From
The answers live in your head and your inbox.
To
Most firms’ platforms are so manual they hold the whole system back. We move you onto the AI-ready stack we run every day, so everything connects and your firm is ready for the agentic era.
Website · CRM · knowledge base
03
From
Marketing happens when you find the time.
To
One recorded expert conversation a week becomes episodes, articles, newsletters, posts, and outreach your network actually hears.
Podcast · content · newsletter · social
04
From
You build the decks, follow up, and close every deal.
To
We measure what’s working, then build the pitch portals, outbound, and reporting that turn it into pipeline, before you need to hire a sales team.
Reporting · pitch portals · outbound
The result
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The Founder to Firm Index
How much still runs through you?
Take 12 minutes to answer questions about how your firm actually works. You’ll get a scorecard across story, system, send, and scale, your firm’s level, and the one place to start.
Example scorecard
Out of 100
Story
68
System
44
Send
31
Scale
Start here
18
Firm level
Founder-led
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Ways to work with us
Start wherever you are.
Each step is a closer relationship, and each one includes everything before it.
01 · Free
Read.
See what we see.
Field Notes, essays, and the research on how expert-led firms grow beyond their founders.
Subscribe
02 · Firm membership
Join.
Build it yourself, with a guide.
A self-guided course, a Claude skill for every chapter, and quarterly workshops for your whole team.
OPENING 2027
03 · Partnership
Work with us.
Story, system, send, and scale on our AI-ready stack, run by our team on your behalf, for a limited number of firms.
Let’s talk
04 · For firms · Opening 2028
Practice.
Make the method your own.
Certification, licensing, and the full working system for firms that want to run it with their own clients.
Join the waitlist
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Selected work
Founder to firm, in practice.
A selection of partnerships where we’ve built marketing foundations from the ground up.
Partner
2025
AWM Capital
To help the firm position as the family office for elite athletes, we built a complete marketing operation from the ground up, including branding, messaging, podcast production, and content systems.
Visit
Partner
2025
Berry Consultants
We helped strengthen Berry’s position in a highly technical and medical industry, resulting in consistently increasing engagement through their podcast and insight articles.
Visit
Partner
2025
Psallo
With a tight timeline and a clear vision, we created a new brand, message, and website in record time to help The Worship Initiative launch their new platform to the world.
Visit
Partner
2025
AAA Storage Investments
A full stack of marketing operations has allowed AAA Storage to realize tangible returns through conveying their reliable and trustworthy message to their audiences.
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In their words
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Join our newsletter
Receive daily notes from our CEO, Brandon Giella, and the rest of the team about in-the-trenches developments in AI, philosophy, marketing, and more to help your business grow.
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Our Values
Marketing beyond fear and hype.
Marketing can be more than capitalizing on fear, uncertainty, and doubt—the holy trinity of the marketing profession. It can be more than manipulation, hyperbole, and cringeworthy self-promotion. Your business does important work, and people need to hear what you have to say. Market in a way that builds genuine trust and value over time.
Stories told with clarity and courage can change everything.
Calm
Create clarity out of chaos.
“Slow is smooth, smooth is fast.” We build systems and processes, plan realistically, and refuse artificial urgency.
Care
Value relationships over extraction.
People are our proper occupation. We’re grateful to serve, responsive in communication, and invested in the success of those we work with.
Craft
Achieve excellence in execution.
“Mastery is the best goal because the rich can’t buy it, the impatient can’t rush it, the privileged can’t inherit it, and nobody can steal it.”
—Derek Sivers
We believe in stories, people, and details. Every word and pixel matters because it’s a reflection of who we are.
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Our team
Our global team
Working with partners worldwide
“Fab, fit, fun.
Those are my goals.”
Brandon Giella
Founder, CEO
“It’ll be good. It’ll be fine.”
Jarrod Howard-Browne
Strategy and Management
“Just remember to always find the joy in the season.”
Adrian “AD” Henderson
Design and Branding
“I’m in the matrix again…”
Nic Black
Media Production
“… Good …”
Jonathan “Jono” Fisher
Media Production
“I don’t know why you need me to do that, I’m just the Personality hire.”
Tyrone Fisher
Analyst
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Contact
Ready to grow from founder to firm?
We’d love to hear from you.