addoli.
addoli.
The work is strong.
The clients are satisfied.
But the pipeline is unpredictable, deals take too long, and price keeps coming up.
Your score and failure pattern are delivered immediately.
One idea that runs through everything
Think about the last time you hired a plumber.
You did not search for, “plumber with 20 years’ experience.”
You searched for, “emergency boiler repair near me.”
You were looking for someone who solved your problem, not someone who listed their qualifications.
Your website currently reads like the plumber who lists their qualifications.
The Proposition Architect is about rewriting it so it reads like the plumber who solves the problem.
Is this you?
You updated your website in the last 12 months and the pipeline has not improved. You are starting to wonder whether the website was ever the problem.
You are losing deals you should win, and price keeps coming up even though your work is measurably stronger than the competition.
Prospects go quiet after a promising first conversation. You follow up. You get silence. You do not know what changed.
You are considering a rebrand, a sales hire, or a marketing push, and something is telling you to get the foundations right first.
If more than two of these are true, the problem is almost certainly the proposition; not the pipeline, the team, or the market condition.
No sign-up required. Your score and failure pattern are delivered immediately.
What you get
The free diagnostic runs your proposition through two scoring frameworks developed over 20 years of building, scaling, and exiting consultancy businesses. It does not ask how you feel about your positioning. It tests what a cold prospect actually encounters.
Scores your proposition across five dimensions that determine whether a buyer stops, recognises themselves, and decides they have found the right partner before price enters the conversation.
01 Specific: Does it name one buyer, one problem, one moment?
02 Standout: Does it occupy ground no competitor can claim?
03 Substance: Is proof narrated with outcomes, not just displayed?
04 Signature: Is there a named, repeatable method only you own?
05 Shareable: Can buyers repeat it, refer because of it, spread it?
Maximum Score: 25
Tests whether the commercial foundations of your business are built in the right sequence. Seven layers, each scored independently.
01 The Foundation: Issue-led, outcome-driven, audience-specific
02 The Fit Test: Right situations shown, not general claims
03 The Visible Path: Progression visible, not one-off project positioning
04 The Right Tools: Services serve a journey, not a standalone list
05 The Easy Yes: A low-friction entry point exists
06 The Public Proof: Expertise demonstrated publicly, not described
07 The Open Door: Every question answered before it is asked
Maximum score: 35
COMBINED SCORE: 60 points. With a named verdict and a named failure pattern.
The free diagnostic tells you where you are. The score tells you what is holding you back. The failure pattern tells you why.
12 questions, 8 minutes, instant result.
What usually goes wrong
The proposition reflects the seller’s capabilities, not the buyer’s problem.
Buyers have to translate what you do into why it matters to them.
Most do not bother.
The positioning casts too wide a net. The wrong people show up.
The right people do not recognise themselves.
The pipeline fills with the wrong conversations.
Proof is displayed but not narrated. Logos, names, years of experience.
No outcomes. No context. No belief created.
Buyers see credentials, not evidence.
Weak differentiation forces buyers to compare on price. The cheapest wins.
Margin disappears.
Relationships replace positioning as the only reliable route to a deal.
The diagnostic identifies which pattern is active in your proposition, and which layer to fix first.
12 questions, 8 minutes, instant result.
What changes when the proposition is fixed
A professional services Director was attracting the wrong prospects, writing proposals they were not going to win, and spending hours on discovery calls that went nowhere.
The diagnostic identified the Mirror Trap and a misaligned ideal customer profile. Targeting was fixed before any further spend.
Pipeline became productive within weeks of the fix.
“Thank you, it has really helped with my business plan. We have just won a new piece of business worth over £85,000 per annum, and our pipeline is very healthy.”
A regional insurance broker had a second commercial proposition buried inside his business. It was not visible in his website or his pitch.
The diagnostic surfaced it, identified the priority areas, and we designed new proposition assets and web copy around it.
The broker has since completed his first acquisition, with a growing pipeline for more.
“I have had some quiet time this morning and thought I would give you some feedback on the report. In short, I love it.”
A wellbeing consultancy founder was generating inbound enquiries but attracting the wrong clients. The proposition was casting too wide a net.
The diagnostic identified The Wrong Invite. The proposition was rebuilt around a defined problem and a specific buyer.
“The report gave me clarity fast. You nailed the core problem and, more importantly, gave it structure. That is exactly what I needed to shift my thinking from broad offer to problem-solution-led outreach.”
I had the urge to quickly update you as your input was so valuable. I have been taking it on board and iterating on my proposition, and narrowing what I actually offer and overall where I feel I can make a difference. Clearly I am not there yet 100%, but I feel it's become so much more clear now! Really appreciate your input a lot, and I wanted to say thank you again."
The Proposition Architect does not improve how you talk about what you do.
It changes what you say, and who stops to listen.
Find out what is holding you back.
three ways in. one direction of travel
TOM WOOD – ADDOLI
Tom Wood built, merged and exited a compliance consultancy, from founding through to market leadership. He knows what it costs to carry a proposition that is not working, because he has fixed it from the inside, not just diagnosed it from the outside.
The Proposition Architect is the framework he wished had existed when he needed it. He now uses it to help founder-led businesses escape the comparison trap and build propositions that do commercial work before price enters the conversation.
He is a fractional Commercial Director. He does not run workshops.
He solves proposition problems.
Find out what is holding you back.
Questions people ask before they start
A: It is a scored diagnostic. You get a 5S Proposition Score, a Commercial Architecture Score, a combined score out of 60, a named failure pattern, and a priority fix sequence. It is AI-generated using my framework, and instant. Most people find it uncomfortably accurate. It is free because a scored result is more useful to you than a brochure is to us. It is not a teaser. It stands alone.
A: You get your result immediately. If the result identifies something you want to act on, the Reviewed Diagnostic gives you the full roadmap and a debrief call with Tom. That is your decision to make.
A: The free diagnostic scores your proposition using your answers to 12 questions. The Reviewed Diagnostic includes a full review of your website and public-facing assets, Tom’s own commentary on what the score means for your specific business, a fix sequence in the right order, a proposition blueprint, and a 45-minute call to work through it. It is a complete piece of diagnostic work, not a longer version of the free tool.
The free diagnostic can be used by anyone who has a service, proposition or product to sell. Typically, this is for B2B firms. Your pipeline is inconsistent, deals feel harder than they should, and price comes up more than it used to. If that is not you, the free diagnostic will tell you quickly. There is no cost to finding out.
A: No. Take the free diagnostic now. If you want Tom’s input, the Reviewed Diagnostic is the next step. The Full Engagement is the only service that requires a discovery conversation first.
