Structural Reading
A Structural Reading is a senior strategic engagement, not a discovery call.
It is the first step in the method, offered to a limited number of projects at a time.
It begins with a few questions, so the reading is prepared properly before we meet.
I read the brand as it stands today, across the touch points that matter, and tell you what I see structurally rather than cosmetically.
What often presents as a creative problem is a positioning or architecture problem. The Reading is where that distinction becomes visible, and where we find out whether deeper work is warranted.
The questions below take a few minutes. They are how I arrive prepared.