Start with the diagnostic.

What it is

A paid, fixed-scope engagement, and the read is the product. One honest thing first: these are complex businesses, and a full map of everything a revenue operation does is a quarter of work, most of which wouldn’t change your next decision. So the diagnostic doesn’t try to answer everything. It goes where the money is: how revenue is actually created, sold, fulfilled, renewed, and reported on the lines that carry the operation, and where those lines quietly leak. Bring it as it is, not as it looks in the board packet: the real numbers, the awkward constraints, the products no one knows how to price, and the workflows that eat the week.

For a publisher, that includes the reader-revenue engine. The diagnostic looks at the front door of the business: what people open every day, what should stay free because it builds the habit, what is worth putting behind the glass, and where the conversion path breaks. Nobody subscribes to a site they visit twice a year. That claim has to be tested before any reader-revenue work starts.

What you get

• The leakage read on the lines that carry the operation: underpriced work, over-serviced accounts, renewals that drift
• The shortlist, ranked the way the series argues: nearest revenue, least fantasy
• The build, buy, or partner call on the systems standing in the way of the first move, with names attached
• The audience-habit read: what brings people back often enough to create ad inventory, membership intent, or reader revenue, and what commodity work is draining attention without earning it
• A 90-day plan for that move: the first serious build, not a transformation program
• And the boundary, in writing: what I didn’t look at, so the map never pretends to be bigger than it is

One note on the build, buy, or partner call: it isn’t made from the outside. Twenty years in this industry means I know the platforms, the vendors, and the publishers worth partnering with, so the recommendation arrives with names attached, not a category to go research.

How it runs

The early steps cost you nothing but honesty.

Start self-serve: the readiness check is ten questions you can answer in your browser without a meeting. If the score comes back clean, you didn’t need me, and the check just saved us both a call.

Want more than a score? The free Revenue Readis a short AI interview that gives you a real read on where revenue is leaking — the same shape as this engagement, drawn from what you tell it. It’s the taste; the diagnostic is the depth, built on your actual numbers and ending in a plan I’ll help you staff.

Then a conversation. Not free consulting, a fit check: what you’re running, what’s leaking, and whether the diagnostic would pay for itself. If it wouldn’t, I’ll say so.

Then the engagement: scoped to your operation and quoted before it starts, timeline attached. A complex business takes longer than a simple one, and I’ll tell you which one you are. What it never becomes is a quarter-long study.

Not a fit

I’m not the right partner if what you want is a generic AI training, a motivational workshop, a software reseller, or a deck with no implementation path. That’s true of every engagement, not just this one. And the diagnostic specifically isn’t a fit if the real numbers are off the table: the read only works on the operation as it is.