Sara and Rhi needed their message to get into the room before they did.
Case study · We Are Brave · 2026
Sara Cooke and Rhi Baxter, founders of We Are Brave
Sara Cooke and Rhi Baxter run We Are Brave, a leadership training company that helps senior teams have the honest conversations they keep putting off.
Almost all of their work came through people recommending them, and there are only two of them, so between March and October 2026 we made them a set of things they can send on ahead: four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there.
If you run a small business that lives on recommendations, you'll probably recognise where Sara and Rhi were when we first spoke in March.
Their clients stayed with them, one of them for about ten years, and recommended them to other people, and that was how nearly all of their work arrived.
The person who first wanted to bring them in was often a second in command rather than the one making the final decision, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there to help.
After that first call in March, the real work started with a long conversation in April about how they work and who brings them in. Every script was built from their own words in those conversations, and then we refined them with Sara and Rhi until they were happy to say them.
We filmed everything in one day in Bicester on 2 July, and by the end of the day Sara said the lines sounded even stronger when they were saying them out loud.
We'd planned that day around what we call the Waterfall Method, so that one shoot could feed the four films, the clips, the posts and the 24-week plan.
Sara and Rhi can't be in every room at once, and they sure as hell can't sit down and read 42 pages, so we put it to one side and started again, and the calendar on this phone is what they got instead.
Once it starts, the plan runs for 24 weeks with posts going out on Tuesdays and Thursdays.
I set it up so that Sara and Rhi each need about an hour a fortnight, which is enough to open that week's post, read it, put it out with a photo or a clip and reply to the people who comment.
Their team will take one company post a week and a section of the newsletter each month, and my part will be keeping the calendar up to date and looking at what's working with them once a month.
The Champion Pack is for the person inside a client organisation who wants to bring Brave in. They can forward the brief that fits their boss, and the films and clips are there for anyone who wants to get a feel for Sara and Rhi first.
A lot of the founders I speak to grow the way Sara and Rhi do, through people recommending them to someone who then has to make the case without them there.
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.
Sara Cooke and Rhi Baxter run We Are Brave, a leadership training company that helps senior teams have the honest conversations they keep putting off.
Almost all of their work came through people recommending them, and there are only two of them, so between March and October 2026 we made them a set of things they can send on ahead: four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there.
Where they started
If you run a small business that lives on recommendations, you'll probably recognise where Sara and Rhi were when we first spoke in March.
Their clients stayed with them, one of them for about ten years, and recommended them to other people, and that was how nearly all of their work arrived.
The person who first wanted to bring them in was often a second in command rather than the one making the final decision, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there to help.
And with only two of them, there were always going to be more of those conversations than they could get to.
What we made
After that first call in March, the real work started with a long conversation in April about how they work and who brings them in. Every script was built from their own words in those conversations, and then we refined them with Sara and Rhi until they were happy to say them.
We filmed everything in one day in Bicester on 2 July, and by the end of the day Sara said the lines sounded even stronger when they were saying them out loud.
We'd planned that day around what we call the Waterfall Method, so that one shoot could feed the four films, the clips, the posts and the 24-week plan.
What working with us involved
How it's set up to be used
Sara and Rhi can't be in every room at once, and they sure as hell can't sit down and read 42 pages, so we put it to one side and started again, and the calendar on this phone is what they got instead.
Once it starts, the plan runs for 24 weeks with posts going out on Tuesdays and Thursdays.
I set it up so that Sara and Rhi each need about an hour a fortnight, which is enough to open that week's post, read it, put it out with a photo or a clip and reply to the people who comment.
Their team will take one company post a week and a section of the newsletter each month, and my part will be keeping the calendar up to date and looking at what's working with them once a month.
The Champion Pack is for the person inside a client organisation who wants to bring Brave in. They can forward the brief that fits their boss, and the films and clips are there for anyone who wants to get a feel for Sara and Rhi first.
The first version of the plan we put together was a 42-page document, and as soon as I opened it I could see it looked like homework.
In their words
The films
A lot of the founders I speak to grow the way Sara and Rhi do, through people recommending them to someone who then has to make the case without them there.
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.
So who usually brings you in?
“In order for us to get into different doors, to grow our business, the message needs to go ahead of us, and it couldn’t wait for us to be in the room.”
Sara Cooke, We Are Brave
“Kevan was able to just nurture me and teach me how to be more comfortable, be more relaxed, and be myself.”
Undray Griffith, One Root Mortgages
“I would like to see professionally and polished curated courses and social media clips that represent my brand and highlights me as an expert in my industry.”
Mecca Perry, before our first strategy session
“If I produce regular, erudite and relatable short form video content, then I will generate more high quality leads for both consulting work and speaker engagements.”
Jon Barnes, before our strategy session in April 2023
“It offered us the chance to really stay focussed on exactly who it is we’re reaching.”
StJohn Smythe, Notion Devotion Works
“Could we focus this on raising the profile of the charity, rather than me specifically? I’d like to use this as an opportunity for all of my senior team to raise their profile and presence.”
Donna Holland, chief executive, by email, March 2025
“To see those conversations and the things that we do turned into a script that sounds like us, you know, that they are our words, but sort of not our words at the same time.”
Sara Cooke
“The overall feedback I get is the content is really professional. You can see the attention to detail, the quality and the time that’s spent in making the videos.”
Undray Griffith
“I love the videos we made.”
Mecca Perry, by email, July 2025
“It’s about life, and I’m just going to talk about life stuff...”
Mel Lawson, in the trailer for her show
“It was an excellent clarification exercise.”
StJohn Smythe
“Thanks so much for the photos and video clips you’ve sent over so far, we’re really pleased with them :)”
Katie Clarke, by email, October 2024
“Oh, it’s been so much fun and it’s been, you know, you have been my coach today. You know, I always say that I like to bring the best version out of others and today you have brought that best version out of me so I can shine.”
Helene Rennervik
“Really quickly, I was made to feel at ease, and I kind of forgot the camera was there, actually.”
Jon Barnes
“The first time we got the scripts, it was like, that feels like us. That actually feels like us.”
Rhi Baxter
“Since doing videos, that has raised the awareness. It’s also allowed me to have a presence on social media.”
Undray Griffith
“A hell of a lot of market information that I just wouldn’t have known even where to begin to look for.”
StJohn Smythe
“These are great and feels like we are going to have some great clips to use. I am pleased to have the outtakes as well as I feel like they show a bit more of ’us’!”
Leanne Terry, by email, October 2024
“I felt through the whole process like they had my back, like the reason we were making these videos was for my business to look good.”
Jon Barnes
“I know it’s the words that we gave you, but it’s the words that you gave us through different lenses, through different perspectives.”
Rhi Baxter
“I don’t think I could work with someone who is not as polished and not as professional as Kevan.”
Undray Griffith
“I would say very much trust the process ... because you’ll be really surprised by what comes out of it.”
StJohn Smythe
“Love the content, Kevan - thanks so much!!”
Katie Clarke, by email, October 2024
“It’s been interesting how making this content hasn’t just produced great content. It’s helped me feel more confident in how I express what I do.”
Jon Barnes
“These wonderful conversations shouldn’t just stay in the room.”
Rhi Baxter
“The quality is top notch.”
StJohn Smythe
“100%. And I don’t say that lightly.”
Rhi Baxter
“I had a quick read of the scripts yesterday, and I’m just reading the Packs, and I have one word on both - WOW.”
Rhi Baxter, by email, May 2026
“I can be myself, I can express myself. And that’s how I want to come across to my audience.”
Undray Griffith, on why he keeps coming back
“Wow! Amazing content in our champion packs”
Sara Cooke, by email, July 2026
“Kevan’s going to allow you to be yourself and allow you to express yourself. The videos will be really professional and you’ll be able to get your message across.”
Undray Griffith, asked what he'd tell another adviser
What working with us involved
On-camera coaching
Before we met, the only videos Sara and Rhi had made were 30 or 40 seconds on their phones for Instagram. So before the shoot I suggested a rehearsal, and Rhi wrote back, “Yes please to a coaching session.” I asked them to read every line out loud the way they'd say it on the day, so they'd know how it felt to say before the cameras came out.
On-camera coaching
Most of the coaching has happened on set. For his website film we set his script out on the prompter one breath to a line, so the pauses fell where he needed them. And since May 2026 we've filmed him with a teleprompter, so he can read lines he wrote himself and keep his mind on how he's saying them.
Strategy
We started with a questionnaire and a two-hour strategy session in September 2024, and a fortnight later we had a three-hour one. Then I wrote her a marketing strategy for Mecca Elevated that ran to more than sixty pages, and it set out how we'd approach her course films and her social clips.
Strategy
Before our session Jon sent me links to his existing material, and I sent him a questionnaire to fill in over Easter. Then we spent four hours together at Plus X in Brighton, and his answers turned into most of the list of films.
Set, light and sound
On 18 January Alex and I spent the afternoon at Projects lighting the set and filming a test with Mel and Liv. I sent Liv a rough cut that weekend with a few different looks, and she preferred the one with more depth in the background, and I was with her on that, so that's the one we built on.
And when I heard a bit of echo in the first edit, I told her what we'd change on the next filming day, which was where the microphones sat, and sound blankets on the floor and far walls if the room still needed them.
Strategy
I said to him while we were filming his interview that the whole method is really just holding up a mirror, and for what he knew about Notion and about running a business, that was true. The market research was the new part, and it's what pointed us to chartered surveyors first.
Strategy
Before anyone was filmed I wrote a guide for our strategy session, and when we sat down with Donna and Alex in April we worked out who on the team should be on camera and which people outside the hospital Rockinghorse most wanted to reach.
Strategy
Ahead of our planning call I watched the reference videos Katie had sent me, and I asked them to think about where the films would live, whether that was on their website or at the top of their LinkedIn profiles.
Strategy
The proposal I wrote her set out what the films were for and where they'd go first, which was YouTube and LinkedIn, and it suggested an interview about how Orchard began and a short introduction to what Orchard does. Both of those ended up in the finished set.
Script review
Helene wrote the script for the video on her website herself, and I kept my changes small, because I didn't want to change her wording so much that she might sound too American. Then I asked her to read it out loud, to check it still flowed naturally for her before it went on the teleprompter.
Scriptwriting
We wrote a script for each of the four films, and a fifth for the short standalone pieces. Sara and Rhi brought their changes to the rehearsal, and we made them that same afternoon. Those are the versions they filmed.
Script review
Undray writes his own scripts, and they're good. Before we filmed the one for his website in September, we went through it line by line and set it out for the prompter two ways, once exactly as he'd written it and once tightened, so we could choose on the day.
Scriptwriting
Mecca wrote the first script herself, for Self Sabotage, and it was good. She'd written it in her natural tone and came across as a guide, so my notes were mostly small things about delivery. After that I drafted the scripts for three of her courses, starting with Imposter Syndrome, along with a list of topics for her social clips and draft scripts for them.
Photography
I always make time for photos on a project like this, so we did two sets for Jon. The first came out of the spring filming, and when we filmed his testimonial in January 2024 I took 43 new headshots the same day.
Photography
I'd told Liv we'd try to grab photos when there was a chance, so she'd have some for the show's website and socials. We took a set on the set-up day, and the gallery went to her that same evening.
Distribution schedule
The strategy also set out what he should publish and how often, with two LinkedIn articles a month, a short screen-recorded demo every week and a seminar in Brighton every month or two.
Scripts and filming briefs
Each of the team we filmed in May had a brief from us first, with a hook for each video, the points to cover and how to end it. And the first outline we wrote for Donna's films at the hospital was built to open on what she'd told us in that strategy session: “Think Rockinghorse is just about toys and Easter eggs?”
On-camera coaching
I told them it wouldn't have to be stuffy or rehearsed, and I suggested a few ways of filming that might feel natural, like chatting while they walked around, telling stories over a cup of tea or interviewing each other. On the day we filmed them in conversation and then interviewed each of them.
Editing
I filmed her on two cameras, and when I edited the films I cut between the two angles using my best judgement and set up a caption template for her, so the films would look like they belonged together.
Editing
In 2022 I added her logo and a text intro to one of her videos, ready to do the rest the same way, and I recut one of her films with animated captions, a title and sound effects.
Then in 2023, when she was thinking about using the videos we'd made for her on her website and social media, I introduced her to an editor who does that kind of work, and suggested she look at her podcast interviews too.
Strategy
In our strategy session in April we settled on decision-making as the theme for The Decision Loop. That same day I sent them a set of questions about the people in their client organisations who champion their work, and the ones who hold the budget. Their answers came back in May and went into the Champion Pack.
Photography
On 26 August 2025 we photographed him as well as filming him, and there are 80 portraits from that afternoon, taken inside, out on a terrace and up on a rooftop.
On-camera coaching
From November we worked out her talking points together on video calls, three hours at a time, rehearsing them out loud and refining them until they sounded like her, and I recorded those calls so we could turn what she said into the scripts. So by the time she stood in front of the camera, she'd already said most of it before.
Editing
I wanted three cameras on every recording, with the wide as a backup, because it's often the angle that lets you cut between sections cleanly in the edit. I also built an animated version of the show's logo for the edits.
On-camera coaching
In September I ran a workshop for the team on building their confidence on camera. We watched one of Fran's films together, and I said what I liked about it was that it was honest and concise, and that people would connect with that far more than with a song and a dance and chasing trends.
Photography
Jamarl spent the day photographing them while I filmed, and the photos went to them nine days later.
Photography
I'm insistent on adding photographs whenever we're hired for video, so at the conference we took photographs of the day while we filmed it.
Distribution schedule
The plan gives every fortnight one job. In one, readers are asked to try the four sentences from The Decision Loop in their own meetings. We've also written their newsletter pieces for the first three months, and each one opens on a moment from a meeting, like a decision that keeps coming back to the agenda.
Editing
In 2026 each of his editors got a brief from us with his brand colours, the gold and dark brown from the One Root logo, and his captions are white with the key words in gold, which is how he asked for them. I look at the cuts before he does. Back in 2024 I sent two of his videos back because the graphics still had dollar signs on them, and Undray works in pounds.
Locations
Because she was flying in, I planned the five days before she arrived and booked a yoga studio with a vaulted ceiling for the courses. The rest of the time we spent in a forest for the course-page film, out on the London streets and in Camden Market for the clips, and on rooftops and in a coworking space with a podcast set-up.
Editing
The first cuts had both of them on screen in rounded frames, and Katie said she'd rather see whoever was talking, so we re-cut them that way.
Sara Cooke and Rhi Baxter run We Are Brave, a leadership training company that helps senior teams have the honest conversations they keep putting off.
Almost all of their work came through people recommending them, and there are only two of them, so between March and October 2026 we made them a set of things they can send on ahead: four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there.
Where they started
If you run a small business that lives on recommendations, you'll probably recognise where Sara and Rhi were when we first spoke in March.
Their clients stayed with them, one of them for about ten years, and recommended them to other people, and that was how nearly all of their work arrived.
The person who first wanted to bring them in was often a second in command rather than the one making the final decision, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there to help.
What we made
After that first call in March, the real work started with a long conversation in April about how they work and who brings them in. Every script was built from their own words in those conversations, and then we refined them with Sara and Rhi until they were happy to say them.
We filmed everything in one day in Bicester on 2 July, and by the end of the day Sara said the lines sounded even stronger when they were saying them out loud.
We'd planned that day around what we call the Waterfall Method, so that one shoot could feed the four films, the clips, the posts and the 24-week plan.
What working with us involved
How it's set up to be used
Sara and Rhi can't be in every room at once, and they sure as hell can't sit down and read 42 pages, so we put it to one side and started again, and the calendar on this phone is what they got instead.
Once it starts, the plan runs for 24 weeks with posts going out on Tuesdays and Thursdays.
I set it up so that Sara and Rhi each need about an hour a fortnight, which is enough to open that week's post, read it, put it out with a photo or a clip and reply to the people who comment.
Their team will take one company post a week and a section of the newsletter each month, and my part will be keeping the calendar up to date and looking at what's working with them once a month.
The Champion Pack is for the person inside a client organisation who wants to bring Brave in. They can forward the brief that fits their boss, and the films and clips are there for anyone who wants to get a feel for Sara and Rhi first.
In their words
The films
A lot of the founders I speak to grow the way Sara and Rhi do, through people recommending them to someone who then has to make the case without them there.
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.
Four films
The Brave Manifesto says what Brave believes.
The Decision Loop is the longest of the four, at five and a half minutes, and it teaches the difference between discussing something and actually deciding it, with four sentences anyone can use in a meeting.
What This Is Not goes through the things people might mistake Brave for, like off-the-shelf training or one-off coaching, and the Speaking and Event Teaser is for the people who book speakers.
Twenty short clips
Twelve are answers from an unscripted interview with the two of them, cut in 4:5 for LinkedIn with the captions burned in, and five are passages from The Decision Loop and The Brave Manifesto, captioned the same way. The other three are scripted pieces cut in both 4:5 and 9:16.
A Champion Pack
There are three six-page briefs, one for each kind of leader who usually signs Brave off: someone running operations or people, someone in a regulated firm and someone in a mission-led organisation.
Each one includes words from one of Brave's own clients. The person doing the forwarding also gets a private set of field notes on which brief to send to whom and what to say when they send it.
Five carousels
There are fifty slides across the five, built on photographs by their photographer, Vicki Knights.
A 24-week plan
Every post is already written and every film and clip is slotted into its week, all behind one link, so everyone can see what goes out when and who's doing it.
Sara Cooke and Rhi Baxter run We Are Brave, a leadership training company that helps senior teams have the honest conversations they keep putting off.
Almost all of their work came through people recommending them, and there are only two of them, so between March and October 2026 we made them a set of things they can send on ahead: four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there.
Where they started
And with only two of them, there were always going to be more of those conversations than they could get to.
If you run a small business that lives on recommendations, you'll probably recognise where Sara and Rhi were when we first spoke in March.
Their clients stayed with them, one of them for about ten years, and recommended them to other people, and that was how nearly all of their work arrived.
The person who first wanted to bring them in was often a second in command rather than the one making the final decision, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there to help.
What we made
After that first call in March, the real work started with a long conversation in April about how they work and who brings them in. Every script was built from their own words in those conversations, and then we refined them with Sara and Rhi until they were happy to say them.
We filmed everything in one day in Bicester on 2 July, and by the end of the day Sara said the lines sounded even stronger when they were saying them out loud.
We'd planned that day around what we call the Waterfall Method, so that one shoot could feed the four films, the clips, the posts and the 24-week plan.
What working with us involved
How it's set up to be used
The first version of the plan we put together was a 42-page document, and as soon as I opened it I could see it looked like homework.
Sara and Rhi can't be in every room at once, and they sure as hell can't sit down and read 42 pages, so we put it to one side and started again, and the calendar on this phone is what they got instead.
Once it starts, the plan runs for 24 weeks with posts going out on Tuesdays and Thursdays.
I set it up so that Sara and Rhi each need about an hour a fortnight, which is enough to open that week's post, read it, put it out with a photo or a clip and reply to the people who comment.
Their team will take one company post a week and a section of the newsletter each month, and my part will be keeping the calendar up to date and looking at what's working with them once a month.
The Champion Pack is for the person inside a client organisation who wants to bring Brave in. They can forward the brief that fits their boss, and the films and clips are there for anyone who wants to get a feel for Sara and Rhi first.
In their words
The films
So who usually brings you in?
A lot of the founders I speak to grow the way Sara and Rhi do, through people recommending them to someone who then has to make the case without them there.
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.
Where they started
What we made
What working with us involved
How it's set up to be used
In their words
At the end of the filming day we asked them five questions about working with us. This is some of what they said.
The films
Here are all four films and three of the short clips, and each of the films already has its YouTube title written into the plan.
3:12
3:12
5:31
1:23
0:53
0:56
1:41
1:23
3:12
5:31
1:23
0:53
1:24
0:27
0:44
0:31
0:56
0:56
1:29
1:24
1:39
1:29
0:41
1:41
1:23
1:39
1:43
1:22
0:59
1:09
1:09
1:15
“In order for us to get into different doors, to grow our business, the message needs to go ahead of us, and it couldn’t wait for us to be in the room.”
Sara Cooke, We Are Brave
“Kevan was able to just nurture me and teach me how to be more comfortable, be more relaxed, and be myself.”
Undray Griffith, One Root Mortgages
“I would like to see professionally and polished curated courses and social media clips that represent my brand and highlights me as an expert in my industry.”
Mecca Perry, before our first strategy session
“If I produce regular, erudite and relatable short form video content, then I will generate more high quality leads for both consulting work and speaker engagements.”
Jon Barnes, before our strategy session in April 2023
“It offered us the chance to really stay focussed on exactly who it is we’re reaching.”
StJohn Smythe, Notion Devotion Works
“Could we focus this on raising the profile of the charity, rather than me specifically? I’d like to use this as an opportunity for all of my senior team to raise their profile and presence.”
Donna Holland, chief executive, by email, March 2025
“To see those conversations and the things that we do turned into a script that sounds like us, you know, that they are our words, but sort of not our words at the same time.”
Sara Cooke
“The overall feedback I get is the content is really professional. You can see the attention to detail, the quality and the time that’s spent in making the videos.”
Undray Griffith
“I love the videos we made.”
Mecca Perry, by email, July 2025
“It’s about life, and I’m just going to talk about life stuff...”
Mel Lawson, in the trailer for her show
“It was an excellent clarification exercise.”
StJohn Smythe
“Thanks so much for the photos and video clips you’ve sent over so far, we’re really pleased with them :)”
Katie Clarke, by email, October 2024
“Oh, it’s been so much fun and it’s been, you know, you have been my coach today. You know, I always say that I like to bring the best version out of others and today you have brought that best version out of me so I can shine.”
Helene Rennervik
“Really quickly, I was made to feel at ease, and I kind of forgot the camera was there, actually.”
Jon Barnes
“The first time we got the scripts, it was like, that feels like us. That actually feels like us.”
Rhi Baxter
“Since doing videos, that has raised the awareness. It’s also allowed me to have a presence on social media.”
Undray Griffith
“A hell of a lot of market information that I just wouldn’t have known even where to begin to look for.”
StJohn Smythe
“These are great and feels like we are going to have some great clips to use. I am pleased to have the outtakes as well as I feel like they show a bit more of ’us’!”
Leanne Terry, by email, October 2024
“I felt through the whole process like they had my back, like the reason we were making these videos was for my business to look good.”
Jon Barnes
“I know it’s the words that we gave you, but it’s the words that you gave us through different lenses, through different perspectives.”
Rhi Baxter
“I don’t think I could work with someone who is not as polished and not as professional as Kevan.”
Undray Griffith
“I would say very much trust the process ... because you’ll be really surprised by what comes out of it.”
StJohn Smythe
“Love the content, Kevan - thanks so much!!”
Katie Clarke, by email, October 2024
“It’s been interesting how making this content hasn’t just produced great content. It’s helped me feel more confident in how I express what I do.”
Jon Barnes
“These wonderful conversations shouldn’t just stay in the room.”
Rhi Baxter
“The quality is top notch.”
StJohn Smythe
“100%. And I don’t say that lightly.”
Rhi Baxter
“I had a quick read of the scripts yesterday, and I’m just reading the Packs, and I have one word on both - WOW.”
Rhi Baxter, by email, May 2026
“I can be myself, I can express myself. And that’s how I want to come across to my audience.”
Undray Griffith, on why he keeps coming back
“Wow! Amazing content in our champion packs”
Sara Cooke, by email, July 2026
“Kevan’s going to allow you to be yourself and allow you to express yourself. The videos will be really professional and you’ll be able to get your message across.”
Undray Griffith, asked what he'd tell another adviser
Where they started
What we made
What working with us involved
How it's set up to be used
In their words
At the end of the filming day we asked them five questions about working with us. This is some of what they said.
The films
Here are all four films and three of the short clips, and each of the films already has its YouTube title written into the plan.
His site now sells a paid Clarity Sprint first, then an eight-week build, then an optional retainer, which is the shape we proposed, and he set the retainer higher than we'd suggested.
He spells out that the price covers moving the last twelve months of a firm's history into Notion and that anything older is scoped separately, the same boundary the strategy drew.
We'd recommended starting with chartered surveyors, and he chose to speak to professional services firms more broadly. He also recorded six videos for the site himself.
Where they started
What we made
What working with us involved
How it's set up to be used
In their words
At the end of the filming day we asked them five questions about working with us. This is some of what they said.
The films
Here are all four films and three of the short clips, and each of the films already has its YouTube title written into the plan.
The Brave Manifesto (hero)
3:12
The Brave Manifesto
3:12
The Decision Loop
5:31
What This Is Not
1:23
Speaking and Event Teaser
0:53
What people get wrong about us
0:56
Why decisions keep coming back
1:41
How we met and built Brave
1:23
The Brave Manifesto
3:12
The Decision Loop
5:31
What This Is Not
1:23
Speaking and Event Teaser
0:53
Four sentences that break a decision loop
1:24
The two words teams always confuse
0:27
The quietest person in the room
0:44
Knowing which one you're in
0:31
The conversation outside the meeting
0:56
What people get wrong about us
0:56
One thing every CEO needs to hear
1:29
Corporate theatre
1:24
Describing each other
1:39
What happens after the meeting ends
1:29
We will have done our job
0:41
Why decisions keep coming back
1:41
How we met and built Brave
1:23
How we resolve our disagreements
1:39
The moment we live for
1:43
What a client said
1:22
What is next for Brave
0:59
What performative harmony costs
1:09
What it means to hold the heat
1:09
What's wrong in the room?
1:15
Everything we made
24 films and clips, and 25 photographs.
Films
The four films
4 films
The four films
4 films
The four films
4 films
The four films
4 films
Clips from the films
5 clips
Clips from the films
5 clips
Clips from the films
5 clips
Clips from the films
5 clips
Clips from the films
5 clips
Q&A clips
12 clips
Q&A clips
12 clips
Q&A clips
12 clips
Q&A clips
12 clips
Q&A clips
12 clips
Q&A clips
12 clips
Q&A clips
12 clips
Scripted clips
3 clips
Scripted clips
3 clips
Scripted clips
3 clips
Photographs
Shoot day, July 2026
25 photographs
Shoot day, July 2026
25 photographs
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
Sara Cooke and Rhi Baxter run We Are Brave, a leadership training company that helps senior teams have the honest conversations they keep putting off.
Almost all of their work came through people recommending them, and there are only two of them, so between March and October 2026 we made them a set of things they can send on ahead: four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
If you run a small business that lives on recommendations, you'll probably recognise where Sara and Rhi were when we first spoke in March.
Their clients stayed with them, one of them for about ten years, and recommended them to other people, and that was how nearly all of their work arrived.
The person who first wanted to bring them in was often a second in command rather than the one making the final decision, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there to help.
And with only two of them, there were always going to be more of those conversations than they could get to.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
After that first call in March, the real work started with a long conversation in April about how they work and who brings them in. Every script was built from their own words in those conversations, and then we refined them with Sara and Rhi until they were happy to say them.
We filmed everything in one day in Bicester on 2 July, and by the end of the day Sara said the lines sounded even stronger when they were saying them out loud.
We'd planned that day around what we call the Waterfall Method, so that one shoot could feed the four films, the clips, the posts and the 24-week plan.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
Sara and Rhi can't be in every room at once, and they sure as hell can't sit down and read 42 pages, so we put it to one side and started again, and the calendar on this phone is what they got instead.
Once it starts, the plan runs for 24 weeks with posts going out on Tuesdays and Thursdays.
I set it up so that Sara and Rhi each need about an hour a fortnight, which is enough to open that week's post, read it, put it out with a photo or a clip and reply to the people who comment.
Their team will take one company post a week and a section of the newsletter each month, and my part will be keeping the calendar up to date and looking at what's working with them once a month.
The Champion Pack is for the person inside a client organisation who wants to bring Brave in. They can forward the brief that fits their boss, and the films and clips are there for anyone who wants to get a feel for Sara and Rhi first.
The first version of the plan we put together was a 42-page document, and as soon as I opened it I could see it looked like homework.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
Start a conversation
I think of a project like this as a way in to building a YouTube channel full of what you know, with films that are still doing their job years after they're made.
Whenever we make longer films, they're for your website and for sending to people directly, and most of all they're for YouTube.
A lot of the founders I speak to grow the way Sara and Rhi do, through people recommending them to someone who then has to make the case without them there.
If you can picture that person, book an Explore call and tell me about them, and we'll work out what they'd need to have in their hands. Or just email me at kevan@epiphanycontent.com.
So who usually brings you in?
Films and photographs shown with We Are Brave's permission. Photography of Sara and Rhi by Vicki Knights Photography.