Work

Two founders doing the execution to protect the margin.

Stayed small and hired contractors per project.

The thing keeping the margin is the thing keeping us in the work.

One location, one season, no reshoot window.

Shot the interview first so the b-roll could answer it.

Locked the script two weeks earlier. We paid for that in the edit.

Sixteen deliverables, one shoot day.

Built the edit structure before the shot list.

Should have cut four deliverables instead of compressing sixteen.

Had to sell before I had hours to sell it.

Led with a paid diagnostic, not a free consult.

ICP too narrow on size, too broad on vertical.