I continue to be wow’ed by the visual creativity coming in from you all. Today, I’m featuring Dana Hetté - a fractional Chief of Staff for founder/CEO/CTOs of small product companies.

Dana is a razor-sharp expert and operator in the product world, but even so, a founder might ask “ok, but what does a fractional Chief of Staff actually do - do I really need one?”

I’ve watched Dana sharpen her positioning over the last couple of years, and she just recently turned that positioning visual - with IRIS cheering her on along the way.

Here’s her new intellectual headshot:

Simple, right? That’s the point. And here’s what it does for Dana:

1/ Isolates her client’s one costly pain point

• The gap between a founder’s vision and what their team actually ships

2/ Leverages a visual metaphor they can’t unsee

• The missing keystone in a stone arch makes a founder think “ahh, yup, that’s exactly where this is breaking down”

3/ Gives that pain point a name, which onboards a prospect to Dana’s POV + vocabulary

• “The Operator Vacuum”

4/ Creates a central theme across her LinkedIn surface area​

• In her banner, her headline, her featured section, her posts

5/ All of which naturally positions her as the person you bring on to close that gap:

Now, with all this in place...

• Is there any question what you ring up Dana for?
• Is there any question about where an intro conversation will start?
• Will her prospect be able to sleep knowing there’s this gap holding them back?

Nope. And that’s the power of a solid signature visual.

Thanks for sending this in, Dana! Dana’s full IRIS output below.

Try yours at ratemyvisual.com.

Send me a 'Genuinely Good' result, and I'll feature it here.

💡

-Wes