For leadership development firms
Your training gets bought in a meeting you're not in
If you run a leadership development firm, the person who first wants to bring you in is often a head of people or an operations director who's seen you work, or heard about you from someone who has. They're usually sold already. And then they have to go into a leadership meeting and explain to their boss why they want this programme and why they want you, without you there to help. I'd guess one of the first questions they get is whether it's just another training day.
I think that's where a lot of good work goes quiet, and a big part of what we make is meant to be in their hands when it happens.
You'll hear back from me within 24 hours, Monday to Friday.
How it came together for 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 the person who first wanted to bring them in was often a second in command, someone who'd seen what Brave could do and then had to explain it upstairs without Sara or Rhi there.
Between March and October 2026 we made them four films, twenty short clips, five LinkedIn carousels, a Champion Pack and a 24-week plan for getting it all out there. The films and clips all came from one filming day in Bicester on 2 July. The four films were scripted from Sara and Rhi's own words, and the clips are a mix of short scripted pieces, extracts from the films and answers from an unscripted interview. The Champion Pack has a brief for each kind of leader who usually signs Brave off: someone running operations or people, someone in a regulated firm and someone at a mission-led organisation.
“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.”
Their plan is built and hasn't started going out yet, so there are no results to report from it. When there are, they'll go on the case study.
What a leadership firm needs in that meeting
Brave's project started before we'd settled on the way we work now, so it didn't begin with a Diagnostic, but this is where a new project starts. The Build, our Trust Library Engagement, opens with the Positioning Diagnostic, where we find out who argues for you inside a client's organisation and what they get asked. For Brave, we got that from a worksheet Sara and Rhi filled in, and it was usually a head of people or an ops lead, and the senior people they answer to.
A Champion Pack, for the person doing the arguing. A brief for each kind of leader your champion has to win round, written about what that leader cares about, and private notes on which brief goes to whom. There's a complete example, for a made-up consultancy, on our sample Champion Pack page.
Films that show how you work. A buyer who's never been in one of your sessions has no way of knowing what happens in the room. Brave's The Decision Loop teaches the difference between discussing something and actually deciding it, with four sentences anyone can use in a meeting, so a sceptical director gets a small taste of the work before anyone has asked them to pay for it.
A short film about what you're not. Buyers who haven't worked with you tend to file you under something they already know, like off-the-shelf training or one-off coaching. Brave's What This Is Not goes through those one at a time, so the champion doesn't have to argue every point of it themselves.
Then it all goes into a plan that gives every film, clip and post its week. Brave's is set up so Sara and Rhi each need about an hour a fortnight once it's running.
If you run a leadership development firm
What does Epiphany Content do for leadership development firms?
Epiphany Content, founded by Kevan Smith, makes films, written briefs and a plan for getting them out for founder-led leadership development firms, so that the head of people or ops lead who wants to hire you can make the case to their own leadership team without you in the room. We use the VELO™ method: Visibility, Evidence, Library and Outcomes.
Is this for firms like ours?
It's built for leadership development and training firms of roughly 5 to 50 people, where clients buy the founders, most work comes through recommendation and a sale usually needs more than one person inside the client to agree. It's probably not for you if the founders would rather not put their own point of view out in public, because so much of it depends on hearing from you directly.
What is a Champion Pack?
A Champion Pack is a set of short briefs, one for each kind of decision-maker, that the person who wants to hire you can forward inside their organisation, with private field notes telling them which brief to send to whom and what to say. We Are Brave's pack has three briefs, for leaders in people or operations, in regulated firms and in mission-led organisations.
How much does it cost?
The Explore call with Epiphany Content is free and takes 30 minutes. The Build, our Trust Library Engagement, is £12,500 +VAT: £4,000 +VAT upfront, then five payments of £1,700 +VAT. If you'd like us to keep going afterwards, the Trust Library Retainer is £1,500 a month +VAT, with a six-month initial term.
How much of the founders' time does it take?
For We Are Brave it was a long conversation in April about how they work, a worksheet about who champions them, a few rounds of comments on the scripts, a rehearsal on a call and one filming day. Their plan is set up so each founder needs about an hour a fortnight once it's running, to read that week's post, put it out and reply to the people who comment.
We're both a bit nervous on camera. Does that matter?
Not much. Almost nobody is good on camera from the start, so we rehearse your lines out loud on a call before the filming day, and I direct you on the day itself. Before working with us, Sara and Rhi's only videos were 30 or 40 seconds filmed on their phones for Instagram.
Who has to sell you to the leadership team?
Whether it's a head of people, an ops lead or someone else entirely, tell me about them on an Explore call, and we'll work out what they'd want to have read before their next leadership meeting.
You'll hear back from me within 24 hours, Monday to Friday.