Service overview
What the service delivers
Everything below comes out of one two‑hour recording block with Newfangled each month. Nothing else asks for your time except a twice‑monthly thirty‑minute pipeline review and outreach session, which puts your total commitment at roughly four hours a month.
What’s included
| Asset | Volume | Where it lives | |
|---|---|---|---|
| Long-form video episodes10–20 minutes each | 2–4 | YouTube and goodandprosper.com. Not the LinkedIn feed. | |
| Short-form vertical cutsTop and bottom of funnel | 8–16 | Native to LinkedIn, from your profile, twice a week. Anything surplus banks as a library. | |
| Document carouselsMid funnel | 4 | One a week. Case walkthroughs and frameworks, built from the same recordings. | |
| Text or multi-image postsTop of funnel | 4 | One a week, alternating the two formats while we test which performs for your audience. | |
| Written articlesDerived from the transcripts | 2–4 | goodandprosper.com, written to the Good & Prosper style guide and the voice of your published essays. | |
| Audio episodesPulled from the long-form | 2–4 | A podcast feed, or audio files on the site. No extra recording. | |
| LinkedIn newsletter | 1 issue | Published from your profile, driving readers toward a list you own. | |
| EmailsCopy only | 2–4 | Written from the month’s content. Design and deployment stay with Act-On. | |
| Ad creative | The paid layer | Cut from the month’s video assets for paid distribution on LinkedIn. |
The long-form episode is the source recording, not the LinkedIn asset.
The episode lives on YouTube and goodandprosper.com, where length is an asset rather than a liability and where the archive does validation work for buyers who are already interested. LinkedIn gets something different. Short vertical cuts, document carousels and text posts, four posts a week, each format matched to the funnel stage it serves best.
What lands in the feed each week
Format follows funnel stage, because each one is better at a different job. Four posts a week, one a day, Monday to Thursday.
| Day | Format | Funnel stage | Why this format |
|---|---|---|---|
| Monday | Text post or multi-image | Top of funnel | Comments are both the strongest distribution signal and a named person for the pipeline. |
| Tuesday | Video cut | Top or bottom, alternating | The only format that generates watch-threshold audiences, and the only one carrying your face and voice. |
| Wednesday | Document carousel | Mid funnel | Highest dwell time of any format. A case walkthrough is more useful saveable than watchable. |
| Thursday | Video cut | Top or bottom, alternating | As Tuesday. Bottom-funnel cuts run only to audiences that have already engaged. |
Video stays the spine of the program because it is the only format that produces graded engagement data. LinkedIn builds retargeting audiences at 25, 50, 75 and 97 percent watched, so video tells us how deeply someone engaged rather than only that they did. It is also the only format that can run as a Thought Leader Ad, and the only one that is upstream of everything else.
How one recording block gets broken out
The session is divided by funnel stage, because each stage requires a different message. Each of the three long-form segments yields one or two episodes rather than one, because an episode runs ten to twelve minutes and a twenty-five minute segment covers more than one.
Scroll the diagram sideways to see the full session.
The whole session
Two hours produces
Three to six long-form episodes at roughly ten to twelve minutes each, four to six bottom-funnel answers, eight to sixteen vertical cut-downs, four document carousels and four text posts, plus the articles and audio derived from the same recording. Every format the program publishes comes out of this one block.
Why it is ordered this way
The claim segment opens while you are freshest, and the commercially valuable bottom-funnel answers come second so they never get the tired takes at the end.
What we need from you
Two hours, once a month, held as a standing date. Select any segment for what happens in it and what we will be asking for.
Top of funnel · 0:00 – 0:25
What happens
Your positions, stated plainly. This opens the session because a claim delivered flat is worse than one delivered late. Claims that do not become video cuts become the month’s text posts.
What we will ask for
A position your peers would argue with. If a sentence makes you slightly nervous to say out loud, that is usually the take we want.
What makes it work
Say it without the caveat. If you hedge, we will ask for it again straight, and the second take is almost always the better one.
Bottom of funnel · 0:25 – 0:50
What happens
The practical questions buyers ask you in the days before they reach out. Cost, process, fit, proof. Four to six answers, each about forty-five seconds.
What we will ask for
Short, specific, plain. Numbers said out loud. Talk the way you would to a prospect on a call rather than the way you would from a stage.
What makes it work
Resisting the pull back into thought leadership. If an answer runs past a minute we will stop and ask for the shorter version.
Mid funnel · 0:50 – 1:15
What happens
The case walkthrough. One or two engagements, each told start to finish with the decisions visible. One case makes one episode, and this is the raw material for the month’s carousels as much as for the video.
What we will ask for
One situation, one decision, one result, and at least one number. Speak freely about names. Anything sensitive can be anonymized in the edit.
What makes it work
Specifics. “We often see clients struggle with…” is the sound of a case study evaporating, so expect us to ask which client, and when.
Mid funnel · 1:15 – 1:35
What happens
The method segment. How you actually do the work, demonstrated rather than described. One method per episode, and this segment often covers two.
What we will ask for
Sequence and reasoning. Why this step before that one. The part you think is obvious is usually the part nobody else does.
What makes it work
Applying the method to a real example on the spot rather than describing the framework in the abstract.
Break and buffer · distributed
What happens
Shown at the end for clarity, but used throughout. A five-minute break near the halfway mark, and the remainder held for retakes and overruns.
What we will ask for
Say so when your energy drops. It shows on camera long before it shows in the transcript, and a break costs less than a re-record.
What makes it work
Treating a segment that runs long as normal. The buffer exists to be used, and a session that needs all of it has not gone wrong.
The bottom‑funnel block sits second rather than last so it never loses the session’s energy, and it records more answers than a single month publishes so the library builds across the year.
Your library today
What you’ve already published
Eighteen pieces sit on your Insights page, published between June 2019 and July 2026. Six are articles you wrote. Eleven are guest appearances on other people’s podcasts. One is a video conversation. The imbalance worth naming is not top against bottom. It is borrowed against owned. Eleven of the eighteen pieces live on someone else’s show, where the audience belongs to the host. Your only owned video went up in December 2024. Three of your six articles were published in the last four months, so the writing has restarted and the video has not.
Your written library, by funnel stage
Most firms we work with have years of writing and no video. That writing is not starting material to be discarded. It is a record of the arguments you have already made, which means the first recording block has somewhere to start rather than a blank page.
Top of funnel
4
articles
- The Wise Owner
- The Delusion of Profit
- Beyond Factory Settings: Your Business’s Single Truth
Middle of funnel
2
articles
- A Winning Team
- Messy Ways To Get Rid of a Subpar Shareholder
Bottom of funnel
0
none yet
Coming from session one
- What it costs
- The first thirty days
- Who it’s not for
- A recent win
What could become video
An article converts cleanly when it makes one argument. Where a piece carries three, it is not one video, it is three, and the narrowing has to happen before the recording rather than in the edit.
| Article | Stage | The argument it makes | On camera |
|---|---|---|---|
| The Chairman You Don’t Have | Top | You hold the board seat, the chairman’s seat and the chief executive’s seat at once. At a one-way door the seat that matters most is the independent foil, and it is the one seat you cannot fill on your own. | StrongOne argument, stated plainly, and it closes on a question rather than a summary. It records as written. It was drafted on 24 August and has not published yet, so the video and the essay can go out together. |
| The Wise Owner | Mid | Ownership is a different job from executive leadership, and the owner’s defining act is choosing the executive who runs the business and then keeping them honest. | Needs narrowingEleven minutes carrying three arguments and a six-part checklist. Most of the essay leans on Machiavelli, Collins, Gerber and Kiyosaki, but the checklist built on Machiavelli’s verbs is yours and is the part worth recording. Splits into three: what the role is, how you choose the executive, and the program itself. |
| The Delusion of Profit | Top | What accounting calls profit is a residual that ignores the long-term costs of keeping a business alive. | Leave it writtenThe central claim belongs to Drucker, from his 1973 Wall Street Journal essay of nearly the same name, and the piece is a review of it. On camera that puts you in the position of restating someone else’s argument. A previous version also ran in Pitchfork Papers, which closed as a channel in August. |
Everything marked strong is already in the topic library, so the first session can be built entirely from arguments you have made before. That is deliberate. The first block is not the one to test a new position in.
Video you’ve already published
| Published video | Stage | The argument it makes |
|---|---|---|
| About Time: A Two-Part Conversation With Sir Steven Wilkinson | Top | A long-form two-part conversation from December 2024. It is still the only owned video on the site, and it sits alongside a promotional documentary cut from the same material. |
What’s already working
You already write with a position rather than a topic
The Chairman You Don’t Have takes Bezos’s one-way door and applies it to the decisions a midmarket owner actually faces, then reframes the question from what should I do to who is standing at the door with me. That is a claim a peer could argue with, which is what makes it carry on camera.
Your strongest material is about ownership, not management
The Wise Owner argues that ownership is a distinct role and builds a concrete program for performing it. The Chairman essay arrives at the same territory from the direction of a single decision. Two essays circling one subject from different angles is what a pillar looks like before anyone names it.
The three fastest wins
Record the Chairman essay before it publishes
It is drafted and unpublished. Recording it in session one means the video and the written piece launch together instead of the video arriving a month behind the argument.
Break the Wise Owner checklist into its own segments
The six-verb program is already structured as a list, which makes it the easiest thing in the library to record without new thinking. It is also the original part of that essay.
Answer the questions the site never answers
Your Insights page has nothing at the bottom of the funnel. The financial thresholds and the explicit not-a-fit list are already written in the network partner one-pager, so the answers exist. They have just never been published anywhere a prospect would find them.
Messaging strategy
What each stage has to say
Three stages, three different jobs. The stage a video belongs to decides its length, its structure, and whether it asks for anything at all. Getting that wrong is the most common reason a good video underperforms.
Select a stage
Reach and point of view
Top of funnel
Cold audiences. People who have never heard of Good & Prosper
Carry a position a competitor would not state publicly
This is the whole test at this stage. A video with no claim in it is filler, and it should be dropped rather than published to hit a number.
Name what they are doing wrong, not what they should aspire to
Aspiration does not generate comments. Disagreement does, and comments are the strongest engagement signal LinkedIn weighs.
No client names, no case specifics, no service description
Those belong further down, and they actively suppress reach here.
Sample topics
- You Think Growth Is a Balance Sheet Problem. It’s Not. It’s You.
- The Successor You’re Developing Isn’t Failing at a Job You Never Defined
- Most Owners Test Their Exit Against the Wrong Question
From your library: Four of your six articles sit at this stage, and two of those four are reworked Pitchfork Papers pieces. The territory is well covered in writing and not covered at all on video.
Proof and applied expertise
Middle of funnel
Warm. Already watched, clicked, or visited the site
Specificity is the entire mechanism
A named situation with a number in it beats a general principle, because the general principle is indistinguishable from every competitor’s.
One idea per video
If the story needs setup to make sense, the setup becomes a separate top-funnel video rather than the first forty seconds of this one.
Three formats work here
A case walkthrough. Your own method, shown rather than described. Or a straight answer to an objection buyers actually raise. The middle one is the most underused.
Sample topics
- The twenty-minute diagnosis
- The owner’s six-verb program
- McCrea’s Candies
From your library: Two articles, both from September 2024. Nothing published since on how the work actually runs or what it has produced for a named client.
Access and terms
Bottom of funnel
Engaged accounts only. Close to reaching out
This is not thought leadership and should not sound like it
It is you telling a near-buyer how to work with you. Plain, direct and useful rather than expansive.
One ask per video, and the ask is a conversation
Not a download. A content offer at this stage is a step backwards, because the person is already past wanting to read more.
Answer the question you are actually asked
Price, process, fit and proof. The firms that answer these on camera are rare enough that doing it is itself a differentiator.
Sample topics
- Who is this not for?
- What does this cost, and what makes the number move?
- What actually happens in the first ninety days?
From your library: Nothing at this stage anywhere on the site, in any format. This is where session one earns its keep.
Our LinkedIn format standards by stage
| Top of funnel | Middle of funnel | Bottom of funnel | |
|---|---|---|---|
| Length | 45–90 seconds | 90 seconds–3 minutes | 30–60 seconds |
| Structure | One claim, one piece of support, one implication | One situation, one decision, one result | The question, the answer, the ask |
| Call to action | None | Soft. Points at more content | One, and it asks for a conversation |
| Tone | Generous and expertise-driven | Proof-led and specific | Candid and practical |
| Who sees it | Cold audiences | Warm audiences only | Engaged accounts only |
All three are recorded as interviews. The interviewer is edited out, so every finished video reads as direct to camera.
The numbers you already have
Mid‑funnel video only works with a number in it. These are the results documented across the account, and they are the reason the case walkthroughs are worth recording first.
Not yet documented
No result figures exist anywhere in the account record. Good & Prosper measures on referral depth, recognition speed and engagement depth rather than volume, there is no CRM in place, and analytics access is unconfirmed. The three published testimonials from McCrea’s Candies, Cedar Ridge Retreat Homes and AgileSherpas are qualitative and carry no numbers.
What we need before the case walkthroughs record: one documented figure per client story, sourced from Steven directly, with the client’s permission to say it on camera. Ashley is confirming which testimonials map to which inflection point, which is the same conversation.
Topic library
What we recommend recording
This is the running list of what is worth putting on camera, sorted by funnel stage. It is built from your published work, your site, and the questions you already field in sales conversations. Nothing here is fixed, and the list grows as we go.
One session needs roughly two claims, one or two case walkthroughs, one or two methods, and four to six bottom‑funnel answers. Star what you want to take next, and we check items off as they are recorded. Anything you do not take stays in the library for a later block.
Top of funnel
Claims. Feeds segment one, and the month’s text posts.
3 starred · aim for 2 a session
Middle of funnel
Cases and methods. Feeds segments three and four, and the month’s carousels.
1 starred · aim for 2–4 a session
Bottom of funnel
The practical questions someone asks in the days before they email you. Feeds segment two.
3 starred · aim for 4–6 a session
Each answer runs about forty-five seconds, straight to camera. Work the question into your answer so it stands on its own once the question is edited out, and finish on a single ask. A conversation, not a download. Plain and practical lands better than polished here.
The bottom‑funnel block records more answers than a single month publishes, so the library builds across the year without ever needing a fresh idea. We review this list in the monthly session and add to it as the sales conversations change.
Running the session
Interview tips
Mark asks the questions but is edited out of every finished video. That one fact changes how both sides need to behave, and the two sets of habits are different.
The first four decide whether the edit works at all. The rest decide whether the finished video is worth publishing.
Tip 1
Do not say the interviewer’s name
A single “you’re right, Mark” makes an otherwise perfect answer unusable without an obvious jump cut. Talk to the camera, not to the person asking.
Tip 2
Work the question into your answer
The question gets cut, so the answer has to carry its own setup. Rather than “about thirty days,” start with “the first thirty days look like this.” This is the habit that feels least natural and saves the most time.
Tip 3
Pause between thoughts
Silence is what gives an editor clean places to cut. Talking straight through means the only available cut is mid‑sentence, which is where awkward edits come from.
Tip 4
Expect a second session
A follow-up block is normal rather than a sign the first one went badly. Knowing that up front takes the pressure off, and pressure is what makes first sessions stiff.
Tip 5
Lead with the claim, never the wind-up
The position has to land before anyone has decided whether to keep watching. Context, credentials and set-up all belong after the claim, if at all.
Tip 6
Say the number out loud
A specific figure is what separates a case story from a general principle. If the number is confidential, say the shape of it rather than skipping it.
Tip 7
Say the important thing twice, differently
Give the editor two takes on the sentence that matters most. The second phrasing is usually the one that gets used.
Tip 8
Let a strong opinion stay strong
The instinct on camera is to soften. Hedging is what makes a video sound like everyone else’s, and it is the most common thing lost between a good conversation and a recorded one.
Our job is to get usable material out of the room rather than to have a good conversation. These are the interventions that pay for themselves in the edit, and they are why the session is run rather than recorded.
Tip 1
Send keystone questions in advance, not the full list
Three or four questions we know we want to reach gives you something to prepare against without turning the session into a reading. The full list makes people script, and scripted answers are visible on camera.
Tip 2
Talk for five minutes of every thirty
The interviewer prompts and redirects. If we are contributing ideas, we are making a conversation rather than an interview, and none of it survives the edit.
Tip 3
Do not fill the silence
The best answer usually arrives after the pause we were tempted to fill. We count to three before rescuing you.
Tip 4
Ask for the number
“Most firms” and “a lot of clients” are not usable. We stop and ask what the number actually was, then have you say the sentence again with it in.
Tip 5
Ask you to drop the caveat
When a strong claim arrives wrapped in hedging, we will say “give me that again without the caveat” and record it a second time. The softer take is still there if you want it.
Tip 6
Chase the specific
“We often see clients struggle with…” is the sound of a case study evaporating. Expect us to ask which client, and when, and what happened.
Tip 7
Cut long answers in the bottom-funnel round
Past about sixty seconds we stop and ask for the shorter version. These answers only work short, and it is far easier to fix in the room than in the edit.
Tip 8
Name the topic change out loud
A clear “let us move to the second topic” gives the editor an unmistakable marker in the transcript and saves an hour of hunting later.
Tip 9
Watch the energy, not the clock
Someone who has stopped gesturing has stopped performing, and it shows on camera long before it shows in the transcript. We take the break early when we need to.
What to aim for on camera
These are aims rather than observations. About Time, the two-part conversation from December 2024, is the only owned footage, and nobody on our side has watched it yet. Once someone has, this section should be rewritten around what you actually do. Everything below is drawn from your published writing instead.
Let the claim arrive before the qualification.
Your essays state the argument first and soften it later, if at all. The Chairman You Don’t Have opens by naming the three seats you occupy before it explains why that matters. The same order on camera puts the weight in the first ten seconds, which is the only part most viewers see.
Reach for the instance, not the category.
Machiavelli’s six verbs, the twenty-minute diagnosis, the stock that went from fifty cents to four hundred euros before the money went. You already tell specific stories in writing and in interviews. The specific version is almost always the one worth recording.
Answer as though one owner is in the room.
Mark’s questions are edited out, so every finished video reads as direct address. Answers pitched to a single owner you are already advising will survive that edit. Answers pitched to an audience will sound like a speech once the question is gone.
End on the question rather than the summary.
The Chairman essay closes by reframing what the owner should be asking, rather than restating what it just argued. That move lands harder spoken than written, and it gives the viewer somewhere to go.
Distribution and paid
Where the videos go, and the paid layer
Strategy and tactical recommendations will be discussed in our campaign planning session.