On an intro consultation this morning, an amazing CMO-turned-independent was showing me some IP she’s working on as the foundation for her new coaching business.

A really solid codification of her acquired expertise from a storied 30 year career.

Concepts teased out into discrete lessons.

Lessons grouped into chapters.

Chapters building towards a broader transformation arc.

It really was thoughtful and impressive.

(And I’m not just saying that because she’s likely reading this.)

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I had two main suggestions for her:

The first had to do with ICP — but I’ll spare you any more niche talk this week.

The second was to not delay getting feedback on her concepts and framework until launch.

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Why?

It’s what we used to call at Reforge: ‘feedback-fidelity fit’.

The idea being that if you present a polished piece of work to someone and ask for their thoughts, the feedback is more likely to be overwhelmingly positive, or at least tempered.

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Part of that is politeness.

Like responding to someone asking “How do I look?” when you’re just about to walk out the door (or down the aisle!)

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But also, subconsciously, a shelf-ready or picture-perfect IP asset just looks more convincing to a fresh eye.

That’s all fine if you’re looking for top-level “tell me something’s not heinously wrong” level feedback.

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But if you’re really interested in whether or not something is going to land and endure…

Whether it’s a proposal draft, a sales page, or a signature framework…

Show them an early draft.

One that’s not gussied up in Canva.

Or professionally illustrated.

Or even proofed through Grammarly.

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If they can clearly see that it’s still under construction, they’re more likely to give you their real response.

And you and your product will be better off for it.

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💡

-Wes

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P.S. Do you get tongue-tied articulating your expertise to prospects?

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