Speaking Success into Existence at The Sensemakers Club

When Abby Covert started The Sensemakers Club (SMC), she had a vision: a space where people could explore ideas, find clarity, and grow together. Six months in, the community was thriving, but behind the scenes, she was juggling too much trying to define membership tiers, keep up with content, and figure out how to talk about the club in a way that made sense to both new and existing members. She was building something great but struggling to articulate it in a way that could support its growth.

From the beginning, our work wasn’t just about marketing or messaging, it was about giving Abby the language she needed to run her business with more ease. Words became the tools to simplify decisions, streamline content, and bring clarity to how she communicated SMC’s value.

Laying the Foundation with the MGoT Workbook & Analysis

Before we could refine messaging, we needed to uncover the deeper patterns driving Abby’s work. To do this, she completed the Money Grows On Trees (MGoT) Workbook, a tool designed to help leaders synthesize their purpose, strategy, and direction.

Through this process, Abby outlined:

• Her core intentions as a leader and business owner.

• Her beliefs about success, money, and growth.

• The values she wanted SMC to embody in the long term.

• The audience she felt most drawn to serve.

Once she completed the workbook, I conducted an MGoT analysis, identifying patterns in how she described SMC’s impact, the struggles she observed in her members, and the aspirations that kept coming up. The insights from this exercise laid the foundation for everything that followed. We weren’t guessing what SMC needed but instead pulling directly from Abby’s own words and experiences to shape a communication strategy that felt authentic and true.

The workbook process gave us a concrete starting point, showing where Abby’s messaging was strong and where it needed refinement. Most importantly, it made clear that while SMC was framed around “sensemaking together through conversations,” its deepest value was in serving people actively navigating change and looking for structured support.

Positioning: Defining the Core Audience

With the workbook insights in hand, we moved into defining who SMC was for. At first, SMC’s messaging was broad, centered around the process of sensemaking. But that was too broad. Through our conversations, Abby realized that her core audience was curious people and, more specifically, professionals in transition – people navigating career shifts, creative pivots, or personal reinvention.

This shift in focus clarified SMC’s role and purpose. It wasn’t just about gathering for discussions, it was about offering a space where mutual aid and accountability grounded ideas and made them possible. Abby developed four internal positioning statements—not for public use, but as messaging anchors. These statements defined different types of sensemakers and the specific value SMC provided for each of them. This framing made everything clearer:

• What types of membership and programming made the most sense.

• How to structure content and marketing messages.

• How to describe SMC in a way that immediately connected with the right people.

With these statements in place, Abby could clearly understand who she was serving and why.

Narrative: A Communication Map

Once positioning was clear, we created a Narrative Statement – a tool to orient all communication about the club. This wasn’t a tagline or a mission statement; it was a map for Abby to reference anytime she talked about SMC – on her website, in marketing, in interviews, or even in casual conversations.

“We are curious minds who thrive in an online community of peers, blending personal and professional growth through connection and accountability. We allow clarity to move us into action to make sense of the world around us and how we want to show up in it.”

The NS was broad enough to be adaptable but structured enough to ensure consistency across different contexts. It helped Abby stay aligned whenever she explained SMC to potential members, wrote a social media post, or framed a new program.

For purpose-driven organizations, this step is crucial. Many businesses and communities churn out content hoping for engagement and growth, but without synthesizing their vision with their community’s values, their branding remains unclear. By walking through the MGoT workbook, Abby answered the questions that gave me a concrete understanding of what she was experiencing and what she wanted to build. My role was then to guide her in reflecting that vision in her messaging so that her words could do the work for her.

From Clarity to Content & Delegation

With positioning and narrative in place, we turned to content strategy. Abby needed a way to maintain a consistent presence without spending all her time creating posts from scratch. We developed a content calendar that structured daily, weekly, and monthly themes, making it easy to generate relevant content without the overwhelm.

To streamline things even further, we trained an AI model on SMC’s brand voice, allowing Abby to draft content that matched the club’s tone and messaging. This shift dramatically reduced the mental load of content creation, giving her more time to focus on community building.

We also created a brand style guide, ensuring consistency across all public-facing materials. With a defined style, tone, and process in place, Abby has the freedom to completely delegate content creation. What had once been a constant source of stress was now a streamlined system that required no daily effort from her.

Results & Growth

• Nearly 20 new members joined within the first few weeks of refining SMC’s communication.

• Content engagement surged, with a +108% increase in organic social traffic and a +63% increase in referrals.

• Abby no longer needs to create content herself – a process that once drained time and energy is now fully systemized with the capacity to delegate.

• Abby went from spending hours a week on social media to an hour or two a month.

Relief Through Articulation

Beyond strategy and growth, this work was about offering Abby relief – the relief of not sacrificing the long-term vision because of the daily constraints of operations, all while having words that do the work for her. As she put it:

“Your ability to see both the immediate opportunities and long-term vision is exactly why this ongoing conversation with you is so valuable.”

SMC didn’t need a total overhaul, it needed the right words in the right places. By fixing the communication strategy, we gave Abby the structure and clarity she needed to grow, sustain, and confidently share what she built without carrying the burden of daily content creation.