It is the structure behind your marketing — your positioning, the role of each channel, how your budget is allocated, and how your team is set up to execute. Most businesses have some of these in place, but rarely all of them, and rarely connected. When that foundation is properly defined, everything built on top of it — agencies, freelancers, AI tools — has a clear direction to work from. Without it, they are all working from their own assumptions.

The Diagnosis is a structured audit of your current marketing setup — what exists, what is missing, and where the gaps are. It gives you a clear picture and a prioritised direction. The MOS Redesign goes further: it builds the full operating system from the ground up, covering positioning, channel roles, capital allocation, and execution structure. The Diagnosis tells you what needs to change. The Marketing plan designs it.

For most businesses, the Diagnosis is the right starting point. It ensures the Marketing Plan is built on an accurate picture of where you are, not assumptions. If you have already done serious strategic work recently and have a clear view of your current setup, we can discuss whether moving directly to the redesign makes sense.

Society Decoded Advisory works best with founder-led businesses — businesses that have proven their model and are now ready to build the marketing structure that matches their ambition. If you are earlier than that, amazing, because that means that we don't have to reverse engineer the model and the team. If you are significantly beyond it, your needs are likely different and you're possibly already working with a 360 agency.

The size of your budget matters less than how it is structured. Businesses with modest budgets that are allocated well consistently outperform businesses with larger budgets that are not. If you are about to invest in marketing — or already are — understanding the structure first is what makes that investment work.

It is actually one of the most common situations we work with. Having people in place does not mean the structure behind them is working. If your results are not compounding, if every decision still lands on your desk, or if you are not sure your budget is allocated correctly — those are structural problems, not vendor problems. The MOS gives your existing team or partners a system to work within.

Nathalie Inniger currently leads every engagement directly, supported by senior consultants if need be. There are no junior consultants working behind the scenes.

Yes. The advisory works with founder-led businesses globally. Engagements are conducted remotely where needed, and the strategic work is not dependent on geography.

The Diagnosis is typically delivered within 3 days, for which we will meet twice. (1x 1 hour, and 1x 30 min). The Marketing Plan generally takes up to 1 week, depending on the complexity of your business, for which 2 meetings (1x 1,5 hours, and 1x 1 hour) will be planned in.

The work is designed to be efficient with your time. The Diagnosis requires an initial in-depth conversation and your honest input on the current state of things. The MOS Redesign involves a structured working process with clear checkpoints. You will not be asked to sit through unnecessary meetings — but the quality of the output depends on the quality of your input.

Both, depending on what you need. The Diagnosis and MOS Redesign are strategy-first engagements. If you need support bringing that strategy into execution — briefing and aligning a team, overseeing delivery, or staying involved as the work runs — that is what the Execution Assembly and Strategic Activation retainers are designed for.

Because it is not a sales call. The Diagnosis is a serious piece of work — a structured audit of your business that produces a clear, actionable output regardless of what comes next. You are not paying for a conversation. You are paying for a considered professional assessment that has value on its own.

AI can generate a marketing plan in seconds. What it cannot do is tell you whether that plan is built on the right foundation — because that requires someone who can read your business, challenge your assumptions, and make judgement calls that a prompt cannot. The output is only as good as the structure behind it. That is exactly what this work addresses. We wrote about this in more detail here.(https://www.societydecoded-advisory.com/post/you-cannot-build-a-business-with-ai-on-your-bus-ride-home)