The FOG® Diagnostic
You've built the thing. The next move isn't obvious.
That's the moment most operators get stuck. You can feel the business could work better, but the path from where you are to where you want to be isn't visible. The FOG® Diagnostic clears the bottlenecks holding you back and maps the specific next moves that get you to growth.
Why I built this
For sixteen years I've built products in music tech, wellness tech, and AI. Raised $5M+ in venture capital. Won awards. Hired the wrong people, scaled too fast, killed projects too late. That's where the patterns come from.
I've been the operator on the other side of every diagnostic I now run. More than once.
The pattern I keep seeing
Most operators get stuck because they're working the wrong phase of the business. They optimize before the foundation works. They push for growth before optimization is in place. The same problems keep coming back in slightly different shapes, and effort gets spent in directions that don't compound.
The FOG® framework names the three phases so you can see which one you're actually in.
Foundation, Optimization, Growth
Foundation
Codify what makes you great. Turn the thing only you can do into a system that runs without you. Buy back your time without losing the quality that built the business.
Optimization
Turn refined systems into a lead-generation engine that pulls customers who already understand your value. Every hour you spend gets more valuable than the last.
Growth
Scale beyond your personal capacity. Partnerships, licensing, IP. Revenue streams that don't require more of you.
The diagnostic figures out which phase you're actually in, what's blocking your move to the next, and gives you a clear plan to act on.
Who it's for
In my experience, two patterns show up most often.
You're stuck running the business
The work happens. Customers stay. But there's no time for sales, marketing, or lead generation. The next phase of growth needs attention you don't have, and it's been that way for months.
You're trapped in manual work
Hours every day go to repetitive tasks that should be systemized or automated. The grind keeps things moving, but it's also keeping you from the moves that would actually grow the business.
If either pattern feels familiar, this is for you. The diagnostic works through three questions together: where you're stuck, what it's costing you, and the specific next moves that get you to growth.
What you get
- A live 90-minute strategy session with me, recorded for your reference.
- A written FOG® planthat maps your business to the framework and names the phase you're actually in.
- An implementation plan with specific actions, sequenced. You can start it Monday. Scope reflects your business, anywhere from a week to a few months.
- One follow-up email exchange within 14 days for clarification.
Total delivery: three business days from the live session.
Pricing
€2,995. Flat fee. No retainer.
If you decide afterward that AI execution is the right next step, I'll hand you to Optimize Labs, my boutique AI agency. Their engagement is separate, with its own pricing (€1,999 Audit, €4,999 Sprint, €10K+ Custom).
How it works
- Book a call. A short, free call to confirm the diagnostic is the right fit.
- If we're a fit, we lock in the diagnostic and put your live session on the calendar.
- The pre-call brief lands in your inbox 48 hours before the live session. You answer specific questions. I do the homework before we meet.
- The live 90-minute session, recorded.
- Three business days later, your written plan and implementation roadmap arrive in your inbox.
- One follow-up email exchange in the 14 days that follow.
Two ways to start
Ready to start
You already know you need to get unstuck. Book a short call, we confirm fit, and we lock in the diagnostic.
Not sure yet?
Run the 90-second Phase Locator first. It shows you the gap between where you think you are and where your real block sits.
Find your phaseFAQ
Is this consulting or a productized service?
Productized. Fixed scope, fixed price, fixed delivery time. I structured it this way deliberately so you know exactly what you're buying.
Can I bring my co-founder or operator?
Yes. Up to two people on the live session. Beyond that the diagnostic loses its edge.
What if I need AI execution after?
I'll hand you to Optimize Labs. Their engagement is separate, qualified separately, priced separately.
What if the FOG® Diagnostic isn't the right fit for me?
The booking call is how we find that out before you pay. If I think you'd be better served elsewhere, I'll say so.
Do you offer refunds?
No. The booking call exists precisely so you don't pay for something that isn't right for you. If there's any doubt, book the call first.
Ready to get unstuck?
The next obvious move is rarely obvious. Let's find it.