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, the boutique AI agency I co-founded. Their engagement is separate, with its own pricing (€1,999 Audit, €4,999 Sprint, €10K+ Custom).
How it works
- Submit the qualifying form below.About 90 seconds. It's a fit check.
- If we're a fit,you'll get the Stripe payment link and the calendar link.
- 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
Book the FOG Diagnostic
For people who already know they need to get unstuck and want to start now. Short qualifying form first.
€2,995 · Book the diagnosticBook a 15-min intro call
For people who want to talk it through first. Free. Short qualifying form, about 90 seconds. Protects both our time.
Book the intro callBook the FOG Diagnostic
About 90 seconds. It's a fit check. If we're a fit, you'll get the calendar link to lock in the live session and the payment link to follow.
FAQ
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 qualifying form and the optional 15-min intro call are 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 qualifying form and the optional 15-min intro call exist precisely so you don't pay for something that isn't right for you. If there's any doubt, take the 15-min call first.
Ready to get unstuck?
The next obvious move is rarely obvious. Let's find it.