Prepared privately for Bradley & Co

Paul, you hold the Freedom of the City of London. It sits in paragraph four of your bio.

I looked you up the way a Mayfair estate director would, quietly, before mentioning it to anyone. Burlington Arcade. The Royal Exchange. One Berkeley Street. The proof is all sitting there, and not one bit of it is pulling its weight.

Have a coffee with Liana →

Twenty minutes with Liana. Unhurried, and no deck.

Your homepage today. Warm and capable, and it could be almost any HR firm.

What a buyer sees first

Twenty years to earn it, and it’s in paragraph four

The Freedom of the City takes twenty years of work to earn. On your site it is a line in a team bio, four paragraphs down. Your case studies name addresses most HR firms would trade a year of fees for, and they are laid out like a directory.

So an estate director choosing who to look after their people meets a capable HR firm, and never meets the man who earned the Freedom of the City. The strongest card you hold stays face-down in paragraph four.

Where your field is standing

Your rivals all reach for the same two words

Open the HR firms a buyer is weighing you against and the words blur together: tailor-made, trustworthy, bespoke, peace of mind. They are on your site too, and on everyone else’s, so by the third firm they have stopped meaning anything.

The one thing none of them can match is you. The founder who holds the Freedom of the City and looks after the Mayfair estates, saying in his own words what he sees coming. Not a services list. A man who has earned the right to an opinion, giving it.

If I did one thing first

If I did one thing first, I’d take the Freedom of the City, the security-sector years, and the estate work, and get them out in your own words, on camera, this month.

One place with your name on it, earning trust while you run the firm.

The thinking behind this

The whole idea, in ten minutes

Liana Fricker and me, talking through how a firm gets chosen before it is ever in the room.

Who you would speak to

Two people, one system

I make the stuff that does the talking. The videos, the writing, your actual voice on a page. Liana works out what to build first, and why. A short call with her maps the whole thing to your firm, with no commitment on either side.

Kevan Smith, Creative Lead · Liana Fricker, Strategic Lead · Epiphany Content

Kevan Smith and Liana Fricker, Epiphany Content

A short conversation

Worth twenty minutes?

If any of this rings true, the next step is a coffee with Liana. Nothing formal. She will tell you straight whether there is something here worth building for Bradley & Co, or whether there isn’t.

Have a coffee with Liana →

Liana is keeping a few of these conversations open for September.

Yours either way

Have the conversation and the full written version of this teardown is yours to keep, the one you can forward to your partners. It stands on its own whether or not we ever work together.

Not ready to talk yet? See the whole picture first.