Applied Frameworks · PitchKitchen Case Study

01The old story

Even AI couldn't tell what they sold.

Applied Frameworks had earned their reputation the hard way. A respected name in the Agile world, creators of Cost of Delay, co-authors of Software Profit Streams, and a new software product on the way. Real IP everywhere you looked. And a website that left you guessing whether they were software or consulting. I told them straight: even with AI trying to help me, I couldn't tell what you sell.

Pricing was the tell. They framed it the way every consultant does: cost-based, consulting-delivered, forgettable. Their co-founder named the trap himself:

“"They don't know they need us until they talk to us."”

02The move

We made the software the hero and the consulting the guide.

We named a category they could own: Profitability Intelligence, set against the villain of traditional, cost-based, gut-feel pricing. Then we flipped the roles: the Horizon platform became the hero and the consulting became the guide. The "are you software or services?" confusion died in one move.

The category we namedProfitability Intelligence

The villain we namedTraditional cost-based pricing

The battle cryTurn Pricing Into Profit

The spinePricing Is a System, Not a Guess

Goodbye Cost-Based Guesswork, Hello Profitability Intelligence.

Then we built the whole engine to run it: the 30-section framework, the homepage direction, a 67-slide sales conversation, a custom-trained GPT copywriter, and workshops so the team could run the story without us. Same firm. A completely different thing to say.

The rewrite

The positioning, before and after.

old positioningBefore

The old game

Cost-based pricing consulting

Learn more

new positioningAfter

Profitability Intelligence

Goodbye Cost-Based Guesswork, Hello Profitability Intelligence.

Pricing Is a System, Not a Guess

See the work

A wireframe of the shift ... the old game on the left, the new game we built on the right. Real lines from the work.

The transformation

Before the category, and after.

Applied Frameworks' homepage before the engagement (archived October 2024)

The Profitability Intelligence homepage we designed: Guess less. Profit more.

The “before” is their homepage as archived in October 2024, weeks before we started. The “after” is the homepage we designed ... “Guess less. Profit more.” Hover either window to scroll it.

From the homepage we designed

The content, up close.

The hero we designed. Guess less. Profit more.

Turn Pricing Into Profit ... the numbers carry the argument.

Stop Guessing. Start Knowing. The villain named, the pains stacked, the vent quotes doing the talking.

Profitability in 3 simple steps. One path, one button. No maze.

04What happened

The CEO signed with a yes. Then he kept coming back.

“

The short answer is it makes total sense ... Yes.

Jason Tanner · CEO, Applied Frameworks · signing the engagement

On point ... personal and specific.

Jason Tanner · months later, unprompted, on Greg's outreach

The framework, the homepage direction, a 67-slide sales conversation, a trained GPT copywriter, and workshops to run it all. The full engine, delivered.

What shipped · the whole engine

Months later Jason came back asking for Greg's book, unprompted. The relationship is still warm a year and a half on. Clients don't do that when the story didn't land.

The market's verdict · repeat trust

No hard lift number is on file here, and I won't invent one. What's real: a signed yes, the full engine shipped, and a relationship that stayed warm long past the project. This is a clean repositioning story. One outcome stat from Jason turns it into a results story, and his quotes go public only with his sign-off ... this page will earn its number, not borrow one.