The intake that became a product

The coach had spent years developing a very good first session. Fifteen questions, in a specific order, that reliably got to what a client actually wanted rather than what they said they wanted on the phone.

He gave it away. Every intake, no charge, because intakes are what you do.

The change came when he started sending the output afterwards: the answers arranged, with three observations and a suggestion for the first six weeks. Suddenly the intake wasn't a conversation, it was a document a client could keep, and the clients who received it behaved differently. They showed up, they referred, they stopped negotiating price.

Same conversation. Different artefact.

Most coaches I know are sitting on something like this: a version of their work that has become standard in their heads and invisible to their clients. Putting it on paper is not marketing. It's making the thing visible.

MOJOWAY's kit treats the intake as a first-class object: it holds the questions, the answers, and the page that comes out, branded as the coach's own.