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Every engagement runs on this operating model. If a principle below conflicts with what a prospect wants, we tell them honestly and recommend an alternative. The principles outlive any individual engagement.
The strategist who scopes the engagement is the strategist who runs it. No bait-and-switch where a senior partner closes the deal and a junior runs the account. Capped at the engagement count each senior can run weekly.
Every engagement reports weekly via Slack summary + live dashboard. Monthly business review for stakeholder visibility. Quarterly retros. Skip the 90-page slide decks no one reads.
We don't lock clients into 12-month deals. After the 3-month minimum (which gives the work time to compound), engagements run month-to-month. If we're not delivering, you shouldn't be stuck.
Reports lead with CAC, ROAS, MER, pipeline contribution, and revenue attribution. Impressions and click counts are sub-metrics. The senior on the call defends the numbers.
Posts, case studies, and editorial content are authored by named editorial teams (GEO team, Performance team, AI Automation team, etc.), not individual founders. Department-level attribution scales better and survives team changes.
Every Xpand claim is backed by a documented methodology (see /methodology). Sample sizes + time windows cited inline. No anonymous statistics. No fabricated future events. No undisclosed promotional relationships.
Arabic content for MENA buyers. Mandarin and Bahasa where APAC engagements warrant. We work with native-speaker partner translators with revision cycles, not machine translation.
DIFC + ADGM for UAE fintech. MAS for Singapore fintech. FCA for UK fintech. HIPAA for US healthtech. GDPR for EU. SAMA for Saudi banking. We handle the regulatory layer alongside the marketing work, not around it.
If an engagement isn't a fit, we tell the prospect honestly on the first call and recommend who to talk to instead. We don't take on engagements we can't deliver on. We disqualify aggressively.
Our GEO work optimizes for the shared spine across ChatGPT, Perplexity, Claude, Gemini, Microsoft Copilot, You.com, Phind, Andi. Engine-specific tuning happens on top of the spine, not instead of it. Algorithm shifts in any single engine don't destroy engagements.