I looked at this from the perspective of a business owner or prospect looking for a service.

What happens when they start searching for something Adaptive actually does? Does Adaptive come up? And if they do find you, what do they find next?

So I looked at the website, social, Upwork, the case studies, search, and the channels you’ve used in the past.

There’s actually a lot here already.

Upwork is probably the best example. You have really strong reviews from actual clients.

You have case studies. You already have an audience on LinkedIn. You have around 5,000 followers on Instagram. And there’s clearly a lot of expertise within the company.

The opportunity is getting more of that in front of people who are already looking for the kind of work Adaptive does.

Some of the best work is gated. Instagram has basically no content. LinkedIn is being used, but there’s an opportunity to show more of what Adaptive actually knows.

So that’s where I got to Discovery Engineering.

The idea is to make Adaptive more visible around the things you actually specialize in.

So when somebody is looking for those services, researching a problem, or asking Google or AI for answers, Adaptive has a better chance of being part of what they find.

And once they find you, there’s enough there to keep them interested.

That’s the untapped channel I’m proposing.

People are doing a lot of research before they ever talk to a company.

So we want Adaptive showing up while they’re doing that research.

I won’t go through every stat here, but that’s really what the research supports.

I’d probably start with LinkedIn because you already have an audience there.

There’s an opportunity to show more of what Adaptive actually knows.

Then we can see what people respond to and take the strongest ideas further.

And this is really how I see it working.

Something might start on LinkedIn.

If it’s a strong story, we build it out on the website.

If there’s a case study behind it, connect that.

Upwork gives us the client reviews to back it up.

Now there’s more about Adaptive showing up publicly, which also gives Google and AI more to find.

And all of that can also be used by sales, email, and paid media.

So this is an example.

You guys are already doing things that are worth talking about. The sustainability work is a good example.

Instead of making that a quick company post, turn it into a real story.

Put somebody from Adaptive behind it and show what actually happened.

That gives people a much better look at the company and the thinking behind the work.

Then take the best stories and actually put them on the website.

So this could become a real article.

You have the story, the numbers, maybe related work or a case study, and somewhere for the person to go next.

And now this gives Adaptive another way to be found.

Someone could find the article because they were researching the topic, not because they were searching for Adaptive.

Then from there they can see the work, the case studies, and what else you do.

And this is where it gets interesting.

Somebody doesn’t necessarily have to know Adaptive exists.

They might just go to Google or ChatGPT and start looking for something Adaptive specializes in.

This is how Adaptive starts becoming an authority around those topics and actually gets found for them.

And when you become an authority, people start to trust you.

They get curious about what else you know and what you might be able to do for them.

I’m a big believer in giving away as much value as possible upfront.

Give somebody something useful before you ever ask them for anything.

That curiosity can lead to a call. Then you have an opportunity to do an audit, show them what you found, and give them a roadmap.

And that roadmap can naturally turn into, “Okay, can you guys actually do this for us?”

And then one good story can be used in a bunch of places.

It can become a LinkedIn post, something visual for Instagram or Facebook, the full piece on the website, and something the sales team can use.

Paid media gives us another way to put Adaptive in front of somebody who has the problem but doesn’t know the company yet.

And now when they click through or start researching, everything we’ve built gives them more reasons to keep looking.

So if we actually tested this for 30 days, I’d keep it pretty straightforward.

First, look at what prospects are finding right now and where we can improve it.

Then pull forward the best things Adaptive already has.

From there, create the first few pieces, build the strongest one out on the website, and start connecting everything.

Then see what people actually respond to and build from there.

And this is just what you’d actually have at the end of those 30 days.

You can see everything here, so I won’t read through the whole list.

The point is that we’d actually build and test this and have something to work from going forward.

So that’s really my recommendation.

Adaptive already has the work, the results, the reviews, the case studies, and the expertise.

The opportunity is making more of that visible around the things you actually specialize in.

That’s how somebody can discover Adaptive without already knowing to look for Adaptive.

And once they do find you, there’s enough there to build trust and make them curious about what you can do for them.

That’s what I mean by Discovery Engineering.