Call 1 of 2 · Async option

The onboarding interview, on your own time.

This is the async version of our 90-minute Call 1. Same 11 segments. Same depth. You fill it in your own voice, at your kitchen table, in 60-90 minutes. The most important part is a 5-minute voice tape you record right from your laptop or phone, no software install.

Start the interview Or book a live call

Why this exists

Live calls are still the primary path. This is the backup.

Most founders do Call 1 as a live 90-minute conversation. That format produces the richest brand voice because the follow-up questions in real time pull out detail that a form will not. We build everything around that call.

But scheduling a 90-minute call is hard when you’re running a business. So this page exists for two situations. One, you want to start before we can find a live slot, and you want to send your answers ahead so Call 2 hits faster. Two, the live format is not your thing and you’d rather think and write at your own pace.

Either way, the deeper you go here, the more your content sounds like you from the first piece. Skip nothing on the voice tape. That one segment carries half the weight of the entire form.

What you’re walking into

11 segments, about 60-90 minutes total.

Each segment has a time hint so you know how to pace yourself. Your answers save as you go.

1. Welcome + your name (2 min)

Quick identity capture so we know who’s writing.

2. Business contact basics (3 min)

Phone, website, primary city. The operational facts we’d ask in the first 5 minutes of a live call. All optional.

3. What you do + personal origin (10 min)

Your business in plain words, then the real reason you care about this problem.

4. Your 3-year Tuesday (8 min)

If your business were exactly where you wanted it, what does a regular Tuesday look like?

5. The ONE customer (12 min)

Your favorite client, in detail. Age, location, family, what their week looks like. The one you’d want 100 more of.

6. Pain + objections (12 min)

The voice in their head at 10pm. What they tried before. What almost stopped them from buying.

7. The transformation arc (10 min)

Beat-by-beat journey. What changes on day 7, day 30, day 90. What their loved ones notice.

8. Offers + marketing history (10 min)

Every offer with pricing. One marketing thing that worked, one that flopped.

9. The voice tape (about 7 min)

The most important segment. You record yourself talking for 5 minutes from your browser. Imagine your best client just asked why they should work with you. Talk to them.

10. Hot takes + the enemy (8 min)

What your industry gets wrong. What your brand stands against. Don’t be diplomatic.

11. Anything else (4 min)

The open box. A story, a phrase, a reaction that stuck with you.

About segment 9

The voice tape carries half the weight. Here’s how it works.

No software, no upload, no phone-to-laptop wrangling. The browser does the recording.

Tap Start. The browser asks for mic permission.

One-time browser prompt. You can revoke it after. We never see, store, or run anything on your device beyond the audio you choose to save.

Talk for about 5 minutes.

You’ll see a live timer and a Stop button. Talk like the listener is sitting across from you. Pause if you need to. Restart if you want.

Hit Stop. Play it back. Submit.

You can re-record as many times as you want before sending. When you submit the form, the recording goes with it. Only Eddie sees it.

What if your device cannot record in the browser? A handful of older browsers do not support in-browser recording. If yours is one of them, the form will automatically show a file upload box instead. Record on your phone’s voice memo app, AirDrop or email the file to yourself, then attach it.

What if you mess up? Tap Re-record. The previous take is wiped. There is no version saved until you submit the whole form.

What if your mic permission is denied? The form will fall back to the file upload path automatically and tell you exactly why.

Begin when ready

The interview.

Take your time. Your answers save as you move between steps. Voice tape lives in step 9.

1 of 11

Welcome. This is the async version of our 90-minute onboarding interview. Every substantive step gives you the option to type OR record your answer with your laptop or phone mic. Pick whichever feels more natural. The voice tape near the end is the most important part. Allow 60-90 minutes total.

Your name

Best email to reach you

Business name

Step 2 of 11. Three quick operational facts before the deep dive. About three minutes.

Business phone (optional — you can skip)

Business website (optional — you can skip)

Primary location (city, state) (optional — you can skip)

Step 3 of 11. About ten minutes for this segment. Write it like you're describing your business at a dinner party, not like a website headline.

Or talk it through (up to 10 min)

If you'd rather speak than type, tap record. Walk through both the dinner-party pitch and your personal origin in one take. Up to 10 minutes.

What you do (10 min) (optional — you can skip)

Your personal origin (optional — you can skip)

Step 4 of 11. About eight minutes.

Or talk through your 3-year Tuesday (up to 10 min)

Tap record and walk through your ideal Tuesday like you're describing it to a friend. Up to 10 minutes.

Your 3-year Tuesday (optional — you can skip)

Step 5 of 11. About twelve minutes. Be as specific as possible. Name them. Age, location, family, what they do for work, what their week looks like, what they were like before they found you.

Or describe them out loud (up to 10 min)

Tap record and describe your favorite client as if you're telling someone about them at lunch. Their name, their life, what they said about your work. Up to 10 minutes.

The ONE customer (optional — you can skip)

What they actually say (optional — you can skip)

Step 6 of 11. About twelve minutes.

Or talk through the 10pm scroll + hesitations (up to 10 min)

Tap record and walk through both parts of this segment. The voice in their head at 10pm, and what almost stopped them from buying. Up to 10 minutes.

The voice in their head at 10pm (optional — you can skip)

What they almost didn't do (optional — you can skip)

Step 7 of 11. About ten minutes. Be specific about moments, not feelings. Day 7, Day 30, Day 90. The thing their loved ones notice that they don't.

Or talk through the transformation arc (up to 10 min)

Tap record and walk the journey from first call to result. Specific moments. Day 7, day 30, day 90. What loved ones notice. Up to 10 minutes.

The transformation arc (optional — you can skip)

Step 8 of 11. About ten minutes total across both questions.

Or talk through offers + marketing history (up to 10 min)

Tap record and walk through both parts. Every offer with pricing, then one marketing thing that worked and one that flopped. Up to 10 minutes.

Every offer + pricing (optional — you can skip)

What worked + what flopped (optional — you can skip)

Step 9 of 11. THIS IS THE MOST IMPORTANT PART. Find a quiet spot. Tap Start. Imagine your best client just walked in your door, sat down across from you, and asked 'why should I work with you?' Don't think. Don't perform. Just talk to them for about 5 minutes. If you stop early, hit Re-record. Don't read from notes.

Your voice tape (up to 10 min)

Click Start recording. Your browser will ask for microphone permission. Up to 10 minutes. If your device can't record in the browser, the file upload below will appear automatically.

Step 10 of 11. About eight minutes across both questions. Be honest, not diplomatic.

Or talk through the hot takes (up to 10 min)

Tap record and answer both parts out loud. What your industry gets wrong and what your brand is against. Don't be diplomatic. Up to 10 minutes.

What your industry gets wrong (optional — you can skip)

What your brand is AGAINST (optional — you can skip)

Step 11 of 11. Last one, four minutes or less.

Or talk it through (up to 10 min)

Tap record for any final thoughts, stories, phrases, or reactions that didn't fit a specific question. Up to 10 minutes.

Anything else? (optional — you can skip)

What happens next

Inside 48 hours, you’ll have a brand folder and 10 pieces of sample content.

Right now

You send. We get an email. The voice tape lands in your private intake folder.

Within 24-48 hours

We process your answers, build your brand folder (voice, avatar, transformation arc, hot takes, strategy), and generate 10 sample pieces of content in your voice.

Call 2

We send you a link to Call 2 where you react to the 10 pieces and tell us where to take it from here. Most people sign on Call 2.

Common questions

A few things people ask before starting.

Can I save and come back later?

Yes. Your answers are saved between steps. Close the tab, come back to /call-1/ on the same device, and pick up where you left off. The voice tape is the only thing that does not persist across sessions, so leave that for the session where you submit.

What if I want to do this on my phone?

The form is designed mobile-first. The voice tape uses your phone mic. We recommend a quiet room with the phone propped up about 18 inches from your face, in landscape, not held to your ear. Same audio quality as a podcast mic for most people.

Is there a difference in result between async and live?

Live calls produce a slightly richer brand voice because we ask follow-ups in real time that the form cannot. Async still gets us 85-90% of the way there if you take it seriously. The voice tape is what closes most of the gap.

What if I think of something after I submit?

Reply to the confirmation email with whatever you remembered. Everything you send before Call 2 makes the next round of content sound more like you.

Who sees my recording?

Eddie sees it. It lives in your private intake folder. We do not share it, post it, or use it for anything outside of building your brand folder and content. You can request deletion at any time and it’s gone within 24 hours.

Can I redo my answers later?

You can submit the form again anytime and your most recent version becomes the active one. We keep the older versions on file in case the earlier take captured something you removed.

Ready when you are.

Pour a coffee. Find a quiet hour. Talk like you mean it on the voice tape.

Start the interview Book a live call instead