The Outside-In Analysis
We didn't ask you to tell us about your company. We went and found out. If you are not on the shortlist, you are not in the game. Ignite XDS shows you how your company appears at the exact moment a buyer asks AI for options.
The Outside-In Analysis
We study your company the way your buyers and the machines do, then show you exactly where you are missing from the conversation — and what it is costing.
Request My AnalysisNo cost. No prep. Yours to keep.
What you actually receive
Everything below is produced before we ever speak to you.
How the market sees you today, set against how you describe yourself. Where competitors feel stronger to a first-time buyer, and where you should be winning and are not. Written directly to leadership, because the CEO, the CFO, and the person running sales are each looking at a different problem.
A dozen real buyer searches — the sentences your customers actually type — run against live answer engines. Who gets named, whether your own site is ever cited, which competitors hold the ground you should hold, and what the absence is worth. Assumptions stated, so you can argue with them.
The five or six people who decide your revenue. What each is looking for, what they quietly fear, what they need to see before they will trust you, how they genuinely research — and the exact moment they decide you are not for them.
We walk your website the way each of those people would walk it, in the order they would arrive, asking only the questions they came to ask. Then we score how it lands, and say why.
The verdict, then the five highest-value moves available to you. Each with its evidence, its business impact, the risk of leaving it alone, and a time horizon.
What we did, over what period, and what we found. It also says the part most firms leave out: there is nothing to buy in any of it.
Where a business runs multiple brands, concepts, or units, a seventh document places it inside the wider structure.
What we need from you
Your website. *That is the entire list.*
No data request. No NDA. No interviews. No access to your systems. No internal scramble to pull reports before a meeting. We do it the way a buyer, a competitor, or an acquirer would — from the outside, with nothing you gave us — because that is the only view of your company that has not already been shaped by what you believe about it. Which means something worth sitting with: everything in the analysis was already visible to anyone willing to look. Your competitors can see all of it too. The uncomfortable version of that sentence is that some of them probably have.
The Real Filter
AI does not recommend the best company to a buyer who is browsing. It recommends the most machine-understandable one.
Right now:
That means your reputation, your reviews, and your history may not even be part of the decision anymore.
The Zero-Click Shift
AI returns two to five options. That is the decision. If your competitor is listed, they win the consideration set. Buyers do not dig deeper — they go with what shows up.
68%
Of Google searches now end without a click
Up from 60% in 2024 — SparkToro, 2026
58%
Fewer clicks to the top result when an AI Overview appears
Ahrefs — 300,000 keywords, December 2025 data
1–11%
Of locations that rank well locally are recommended by AI assistants
Search Engine Land, 2026
4.4x
Higher conversion from AI-referred visitors
Semrush — cross-industry
Published industry research, 2024–2026. Full citations travel with your analysis.
Where It Leaks
Discovery has moved toward zero-click search, which makes digital visibility a revenue issue rather than a marketing one. Almost every company we analyze has the same three problems:
None of that is a design opinion. Recent analyses have surfaced placeholder template text still live on a homepage, statistic counters displaying broken values, a phone number that was never replaced on a recruitment page, and a location that existed and did not exist at the same time depending on which page you landed on. Every one of those was quietly costing money. Nobody inside the business had seen it, because everyone inside the business had stopped looking. Meanwhile competitors win with less history and fewer locations, because their AI search infrastructure is easier to understand. This is not about who is better. It is about who is more detectable.
You can be the number one company in your market and still be invisible to AI.
What We Review
How clearly the market understands what you do, who you serve, and why you are different.
Whether you appear in search and AI-generated answers for the queries your buyers actually use.
How you compare to the companies a buyer sees right next to you.
Where the path from discovery to purchase creates friction, confusion, or drop-off.
Whether your website and content build confidence or quietly erode it.
Whether buyers can find the evidence they need to trust you before a conversation.
What the analysis tells you
Before we ever talk to you, we analyse your company the same way your customers and the machines do. What comes back:
Then we bring it to you and ask one question: here is what the market appears to believe about your company — where are we right, and where are we wrong? That conversation is the actual product. Everything before it is preparation for being able to ask the question honestly.
What it is worth
How it works
That is the whole ask.
Roughly two days of concentrated fieldwork, then assembly and review. About five business days end to end, because we do not send anything we have not checked.
All six, written to stand on their own. There is nothing to buy in any of them.
A 45-minute conversation to walk through the findings together. No obligation, no pitch, no proposal in the room.
Why Analysis Comes Before Discovery
Instead of starting with assumptions, we lead with a grounded conversation built on real data. Leadership can validate and correct it immediately, which makes Discovery far more focused and far less expensive.
If the Findings Resonate
$1,000 per session. One to three sessions.
These are structured working sessions where we validate the outside-in findings together, refine assumptions, and align leadership on what is accurate, what is incomplete, and what needs correcting.
You are not committing to a long-term engagement. You are committing to clarity. At the end of each session, you decide whether to continue.
Some clients complete one session. Others complete all three. The structure protects both sides.
What these sessions accomplish
From a Client
I had a chance to review the analysis you sent over… pretty eye-opening. Just when I feel like I'm doing something right, I'm like, ‘Alright… we have some work to do.’
Start Here
No prep required. No internal data needed. Send us the basics and we will get started. The analysis is free and yours to keep, whether or not we work together.
Questions
No. It is an outside-in read on how your company shows up to the market. There is no obligation to go further.
The initial Outside-In Analysis is our starting point with a new company and is offered at no cost. Deeper Discovery is scoped to the business.
We can typically turn around an initial outside-in read within a couple of weeks, depending on the complexity of the business.
Very little to start. We begin from what the market can already see. We only ask for internal context once we move into Discovery.
The method is industry-agnostic. We work across industrial and manufacturing, distribution, commercial services and trades, and restaurant groups, among others.
No cost. Nothing required from you. Yours to keep either way. Some analyses end with us telling you the gap is small and you do not need us — that is a good outcome, and it saves us both an engagement neither of us should have started.
