Week 1 Training

Session 3 of 3

Building Deliverables

The 7-step workflow that turns founder context into premium assets they cannot stop talking about.

Outcomes

What You Will Learn

Master the 7-step deliverable workflow
From preparation through final delivery
Understand the 5 core asset packs
And the exact timeline for each
QA like a designer
So nothing ships with placeholders, generic copy, or missed personalization
Present, capture feedback, and amend live
So every call ends with a finished asset, not homework

The Standard

Values to Ingrain

Insanely simple
Strip away everything that does not serve the founder
Obsessing over quality
Every pixel, every word, every interaction
Innovative solutions
Use the tools to do what was never possible before
Dazzling founders
Their reaction should be "How did you do this in a week?"

The System

The 7-Step Workflow

Every deliverable follows the same loop. No shortcuts. No skipping steps.

Prepare
Research the founder. Read their folder. Know them before you build.
Generate
Run the Claude Code skill on their context.
QA
Check every line. Would Jony Ive approve this?
Present
Walk through it live on Zoom with Fathom recording.
Capture Feedback
Ask what resonated. Never ask what feels off.
Amend
Edit it on the call. No homework for the founder.
Deliver
Email the final asset with a brief note and next call date.

01

Step 1

Prepare

What To Do

Open the founder's folder.
Read their Brand Deep Dive transcript.
Check their intake form, website, LinkedIn, and any prior deliverables.
Spend a minimum of 15 minutes researching before you touch any tool.

Why It Matters

The AI skill is only as good as your context.
If you skip research, the output will feel generic.
Founders can tell when you did not do your homework.

Michelle Joy Example

Before building her Brand Positioning, you would read her Deep Dive transcript about PetJoy's subscription box model, visit petjoy.com, check her Instagram, and note that she admires Glossier's clean aesthetic.

02

Step 2

Generate

What To Do

Open the FOS Skills Portal and run the appropriate skill command. Paste the Fathom transcript or founder context.
Let the skill do the heavy lifting.

/velocity-brand-positioning-suite Brand Positioning Document + Brand Strategy Deck

/velocity-content-gps Content GPS with pillars and hooks

/velocity-content-machine-pack LinkedIn, X, IG, waterfall, CTA

/velocity-revenue-system-pack VSL, emails, newsletter, offer stack, lead magnets

/velocity-conversion-assets-pack Landing page, workshop, sales deck

Key Rule

Never blindly copy-paste AI output.
The skill generates a strong first draft.
Your job is to make it feel like it was hand-crafted for this specific founder.

Michelle Joy Example

Run the Brand Positioning skill with her transcript. The output will reference PetJoy's subscription algorithm, her 3% churn rate, and her "premium but approachable" brand voice because that context was in the transcript.

03

Step 3

QA

The standard is simple: would Jony Ive approve this?

Check For

Personalization
Does it reference their specific business, numbers, and language?

Copy quality
No filler phrases, no generic statements, no "leverage synergies" nonsense.

Completeness
No placeholders like [INSERT NAME] or TODO.

The Test

Read it out loud.
If any sentence could apply to any founder in any industry, rewrite it.
It must feel like it was built specifically for them.

Michelle Joy Example

Her brand positioning should say "PetJoy's breed-specific subscription algorithm" not "your unique product offering."
It should reference "4,000 subscribers with 3% churn" not "impressive growth metrics."

04

Step 4

Present

How It Works

Hop on Zoom with Fathom running.
Share your screen.
Always start with the CEO Summary.
This is a 2-minute overview that frames everything.
Then walk through each section, pausing for reactions.

Energy Rule

You built this for them.
Present it like you are excited to show them.
Not reading off a document. Narrating a strategy you believe in.

Never Do This

Never email a deliverable without presenting it live first.
Never say "I will just send you the PDF."
The live walkthrough is where trust is built and value is felt.

05

Step 5

Capture Feedback

What To Ask

"What jumped out to you?"
"What resonated most?"
"Is there anything you would refine?"
Never ask "What do you think?" That invites criticism, not collaboration.

Why It Works

Positive-framed questions pull out what landed.
They also surface what needs adjusting without making the founder feel like a critic.

06

Step 6

Amend

The Rule

Edit it on the call. Live. In front of them.
This is the highest-trust move in the entire process.
When they see you make changes in real time, they know you are listening.

How To Do It

Keep the document open while presenting.
When they give feedback, make the change immediately.
Say: "Great call. Let me update that right now."
No homework. No "I will send a revised version."

07

Step 7

Deliver

What To Do

Email the final asset within 1 hour of the call ending.
Include a brief note summarizing what was covered.
Confirm the next call date and what will be presented.
Speed signals professionalism.

The Follow-Up

"Hey [Name], here is your [deliverable name] with the edits we made together today. Our next session is [date] where I will walk you through your [next deliverable]. Talk soon."

The Journey

The 5 Core Asset Packs

Every founder receives the same 5 packs, delivered in sequence. Each one builds on the last.

1

Day 7

Brand Positioning Document

Strategy, competitive analysis, voice and tone

2

Day 21

Content GPS

Pillar topics, content calendar, posting cadence

3

Day 30

Content Machine Pack

Full content system across LinkedIn, X, IG, waterfall, and CTAs

4

Day 45

Content Monetization Pack

VSL, emails, newsletter, offer stack, lead magnets

5

Day 60

Conversion Assets

Landing page, workshop, sales deck

6

Day 75+

Leadership Blueprint

Optional: org chart, RACI, OKRs, hiring roadmap

01

Pack 1 / Day 7

Brand Positioning

What Is In It

Brand strategy with mission, vision, values
Competitive analysis mapping 3-5 competitors
Offer positioning with pricing psychology
Voice and tone guide with do/don't examples
Visual direction with color and typography references

Why Day 7

This is the first deliverable they see.
If this lands, you have their trust for the next 60 days.

Packs 2-5

The Remaining Deliverables

Pack 2 / Day 21

Content GPS
Pillar topics, posting cadence, and a 30-day content calendar tailored to their brand voice.

Pack 3 / Day 30

Content Machine Pack
Full content system: LinkedIn playbook, X strategy, IG templates, content waterfall, and CTA framework.

Pack 4 / Day 45

Content Monetization Pack
VSL script, email sequences, newsletter framework, offer stack, and lead magnets.

Pack 5 / Day 60

Conversion Assets
Landing page, workshop script, sales deck, and everything needed to convert audience into customers.

Case Study

Michelle Joy / PetJoy

Deep Dive: Learned about PetJoy's breed-matching subscription algorithm, 4,000 subscribers, 3% churn rate, and Glossier-inspired aesthetic.

Brand Positioning (Day 7): Positioned breed-matching algorithm as core differentiator. Mapped against Bark Box, Chewy, and Ollie. Built "premium but playful" voice guide.

Result: Michelle said "This is exactly how I talk about my business but could never put into words." That is the standard.

Time Management

60-Minute Deliverable Call

0-5 min Setup and energy

5-10 min CEO Summary narration

10-40 min Full deliverable walkthrough

40-55 min Feedback and live amends

55-60 min Close and next steps

Standards

Do's and Don'ts

Do This

Research for 15+ minutes before building
Personalize every section with their language
Present live with Fathom recording
Amend on the call in real time
Send final asset within 1 hour
Start with the CEO Summary every time

Never Do This

Email a deliverable without presenting it first
Ship with placeholders or TODO items
Use generic phrases that fit any founder
Say "I will send a revised version later"
Skip QA because you trust the AI output
Rush through the walkthrough to save time

Quality Gate

Before You Hit Send

Personalization Check

Does every section reference their specific business?
Are their numbers, language, and examples used?
Would they recognize themselves in every paragraph?

Copy Quality Check

Zero filler phrases ("leverage," "synergize," "best-in-class")
No generic statements that could apply to anyone
Every sentence earns its place

Completeness Check

No placeholders ([INSERT], TODO, TBD)
All sections filled with real content
Formatting is clean and consistent

Design Check

Follows the brand design system exactly
Fonts, colors, spacing are consistent
PDF renders without broken elements

Pacing

Stagger, Never Dump

Never deliver everything at once. Each deliverable gets its own call, its own presentation, its own moment.

Why

Dumping 5 assets in one email overwhelms the founder.
They skim, they forget, they undervalue the work.
One asset per call means 5 "wow" moments instead of one "that was a lot."

The Rule

3 calls in month 1.
Stagger deliverables across weeks.
Every call should feel like a gift they are unwrapping.

Pre-Flight

Deliverable Checklist

Check each item before presenting to a founder.

Spent 15+ minutes researching the founder
Ran the appropriate skill with full context
Checked personalization: their name, business, numbers
Checked copy quality: no filler, no generic phrases
Checked completeness: no placeholders or TODOs
Checked design: fonts, colors, layout are clean
Read it out loud: every sentence is specific to them
Fathom is on and Zoom link is ready
Document is open and ready for live edits
Next call date is confirmed and ready to share

Remember

Every deliverable is a chance to dazzle a founder.

Insanely simple. Obsessing over quality. Innovative solutions. Dazzling founders.

Up Next

Next Session

How to Run a Brand Deep Dive Call

The 60-minute call that sets the foundation for everything you build.

Deck 1 of 9: Building Deliverables