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Unforged

Layer 2 Overview Page 3 of 5

← Overview

The standards

  • Yes: The pinned post: who you are, who it’s for, where to start.
  • Today: Three posts are pinned today, and your site has no “start here”.
  • Next: The pinned post goes out first and is rewritten once a quarter.

  • Yes: One post in five is personal.
  • Next: Ours: a decision that could have failed, and what it cost.
  • Today: Yours: world views, thanks to people close to you, travel.

  • Yes: Three posts in every twenty make a direct ask.
  • Today: Six of your thirteen DM keywords came within twenty three days.
  • Next: Each ask points to the free diagnostic, the free call or coaching.

  • Yes: One route: the free diagnostic, the free call, then coaching with you.
  • Today: Your site still shows three tiers.
  • Next: A roadmap for everyone, plus time with you priced by frequency (1.16).

2.7 Previous 2.8 of 20, on page 3

2.8 measured

A newcomer can follow it, this month and a year from now

  • Yes: The pinned post: who you are, who it’s for, where to start.
  • Today: Three posts are pinned today, and your site has no “start here”.
  • Next: The pinned post goes out first and is rewritten once a quarter.
A polished chrome stair rising into a closed circular track, one solid piece, cut out.

What it is

A labelled place to start on your first screen, and pieces a stranger can follow without the backstory.

What it is for

Without it, every newcomer lands in the middle of a conversation and leaves. Only one piece in ten may assume the reader knows the story.

Why

The series you promised on 24 April 2026 never came, so a newcomer finds a promise and nothing after it. One pinned post with your sentence from 1.2 becomes the place to start.

Where it comes from

  • “Ready For Anything” still appears in ten posts, last on 18 January 2026.

    193 captions, section 5.11

  • Your caption of 24 April 2026 promised a series “over the coming weeks”. It was not published.

    193 captions, 9 September
Cover of your Instagram carousel of 10 March 2026
10 Mar 2026: pinned, “Let me introduce myself”
Cover of your Instagram post of 24 April 2026
24 Apr 2026: the series that never came
Cover of your Instagram carousel of 18 January 2026
18 Jan 2026: last “Ready for anything” post

Your call

Confirmed on 14 September. Nothing left to decide.
2.9 of 20, on page 3

2.9 our proposal

The personal material is first person and specific

  • Yes: One post in five is personal.
  • Next: Ours: a decision that could have failed, and what it cost.
  • Today: Yours: world views, thanks to people close to you, travel.
A polished chrome bound logbook, closed, every entry a place, a date, a price or a mistake

What it is

A personal post opens on a fact from your life, not a client’s, with a detail only you could write.

What it is for

Without it, your personal posts become life events anyone could post. The share is counted over thirty posts, against a written definition.

Why

Posts about life events are already the largest group on your channel, and none carries a decision or a consequence. So personal posts get a fixed share, and each names what a decision cost.

Where it comes from

Instagram shows all the good bits

BRAND IDENTITY interview, 1 September

  • 51 of your 193 captions are short life events with no argument, the largest group.

    193 captions, 9 September

  • Your own first name appears in one of 193 captions.

    193 captions, section 5.12

Your call

One post in five is personal. Which definition counts: yours or ours?
2.10 of 20, on page 3

2.10 measured

How often the feed makes a direct ask

  • Yes: Three posts in every twenty make a direct ask.
  • Today: Six of your thirteen DM keywords came within twenty three days.
  • Next: Each ask points to the free diagnostic, the free call or coaching.
A polished chrome balance scale with a solid block fixed under one pan so the beam cannot tip.

What it is

How often your feed makes a direct ask. It passes at two to five asks in every twenty posts.

What it is for

Without a fixed rate, your feed swings from almost never asking to asking again and again.

Why

Six of your asks came inside twenty three days, so the rate is fixed. Each ask gets its own post, and at least three posts in every thirty argue for the paid offer.

Where it comes from

  • You used thirteen DM keywords in 193 posts, nine of them in 2026.

    193 captions, 9 September

  • The quarter with the most asks had the lowest median likes we measured, 32.

    193 captions, 9 September

Your call

Confirmed on 14 September. Nothing left to decide.
Next 2.12 2.11 of 20, on page 3

2.11 your words

What is sold, and how to start

  • Yes: One route: the free diagnostic, the free call, then coaching with you.
  • Today: Your site still shows three tiers.
  • Next: A roadmap for everyone, plus time with you priced by frequency (1.16).
A polished chrome price tag on a short chain, its face blank

What it is

Whether a reader of ten posts knows what comes next. It passes with one route, one click from the feed.

What it is for

Without it, a reader who is ready to act has nowhere to go. The route starts at your profile.

Why

Your route already works, so it stays. The element fails if three different benefits each make up twenty percent of your promises. So every promise is the sentence in 1.2.

Where it comes from

the perform program’s not going to exist. It’s just going to be coaching with me

Review call, 7 September

  • Your route runs from your profile to the free diagnostic, an email sequence and one booking link.

    Funnel walkthrough

Your call

Decided 15 September: roadmap plus time. Next, the price list.