Approach

Growth isn’t a funnel. It’s a loop.
Real B2B growth is rarely neat or linear. Deals take time. The right buyers drift in and out of the process. Your offers, team, and tools keep evolving.

You don’t need a perfect funnel.
You need a clear foundation, better focus, and a way to keep learning as you go.

That’s where the FIDGET Loop comes in.

The FIDGET Loop

The FIDGET Loop is a simple way to look at how your brand and marketing support growth over time.
We use four lenses: Foundation, Focus, Build, and Learn.
You can enter anywhere — a website issue, a positioning problem, a lead-quality question — but we’ll always come back to these four.

01. Foundation

Get clear on who you are and why you matter.
Foundation is where your value proposition and messaging catch up with the business you’ve actually become. We align how you talk about the company — internally and externally — so your team, buyers, and partners all recognize the same story.
What this might include:
  • Value proposition and messaging updates
  • Brand positioning and narrative
  • Ideal customer profiles
  • Brand voice guidelines

02. Focus

Decide where you’re really trying to win.
Focus is about making deliberate choices. Instead of trying to be everywhere for everyone, we help you prioritize the segments, problems, and channels that actually drive healthy growth for your business.
What this might include:
  • Growth priorities and segment focus
  • A 6–12 month marketing direction
  • Campaign priorities
  • A simple, realistic measurement plan

03. Build

Create the tools and campaigns your team can actually use.
Build is where strategy becomes real. We translate your Foundation and Focus into websites, content, and sales tools that help the right buyers understand you quickly and move forward with more confidence — without overloading a small team.
What this might include:
  • Website content and design
  • Case studies, one-pagers, and sales decks
  • Email and LinkedIn sequences
  • Campaign concepts and launch support

04. Learn

Use what you’re seeing to make better decisions.
Learn is about noticing patterns and closing the gaps that block revenue. We help you track a few meaningful signals, listen to sales and customers, and adjust your Foundation, Focus, and Build as the business evolves.
What this might include:
  • Reviews of lead quality and pipeline patterns
  • Simple views or dashboards for key signals
  • Win/loss and feedback loops with sales
  • Training and internal enablement sessions

How It Works in Practice

The FIDGET Loop isn’t a rigid process or a one-time project. It’s a way to keep your brand, marketing, and growth efforts aligned as you scale.
You might come to us for a refreshed value proposition, a website that better reflects who you are now, or a quick gap analysis on why the right leads aren’t coming through. Wherever we start, we’ll use Foundation, Focus, Build, and Learn to make sure the work is grounded, practical, and doable for a resource-constrained team — and that it sets you up for what comes next