The market moved.
Your strategy didn't.
Every quarter you execute on a misaligned strategy, the cost compounds. Reality Audit identifies the specific strategic assumptions your team is still operating on, then forces the calls they've been avoiding.
Reality Audit is a suite of decision-forcing workshops. The Relevancy Audit, our positioning diagnostic, is the flagship.
$50M+ raised · 12-day delivery
Illustrative. Actual output varies per engagement
When the bet is wrong, execution just makes it expensive
Teams don't fail from lack of effort. They fail from scaling decisions that were never made cleanly.
1. Define the Core Wager
Clarify the single most important assumption your strategy relies on, even if it feels uncomfortable to say out loud.
2. Pinpoint the Reality Gap
Identify the exact moment where the buyer's behavior diverges from the story you told in the boardroom.
3. Scale the High-Leverage Work
Align leadership on the few initiatives that actually drive growth, and ruthlessly cut the busy work.
The Payoff
Stop spinning wheels. Start compounding results.
We pressure-test the decisions most teams avoid until the market forces them
What you're choosing to win, and the trade-offs you're pretending you don't have.
The few beliefs that must be true, and the first cracks if they aren't.
How buyers actually categorize you, and what that forces you to say no to.
Constraints, second-order effects, and timing. The parts execution can't override.
Growth-stage CEOs making bets that will echo for the next 12 months.
You don't need more input. You need decisions that hold under pressure and can be executed without re-litigation.
"What if we think we're already aligned?"
That's often exactly why this is useful. Most teams believe they agree on strategy. The audit tests whether that alignment is real, shared, and grounded in the current market. Or just assumed. If it holds, you leave with increased confidence. If it doesn't, you surface it before it gets expensive.
A clean read on what's true, what's changed, and which bets still deserve resources.
If this sounds like your situation, the next step is a 15-minute fit conversation. Not a sales call.
"It ain't what you don't know that gets you. It's what you know for sure that just ain't so."
- Mark Twain
One misaligned quarter costs more than this audit ever will.
The average Series B company burns $2M+ per quarter on headcount alone. If even 20% of that effort points at the wrong priorities, you're writing six-figure checks to execute a strategy that no longer fits the market.
PROCESS
How This Goes Down
Strategic intake & pre-work
Review your current strategy, constraints, and unresolved decisions to surface where assumptions, incentives, and reality have quietly drifted out of alignment.
90-min live Reality Audit
We pressure-test your positioning live. Not to validate what you believe. To surface where your leadership team actually disagrees and force the calls beneath the surface. With decision-makers in the room.
Decision brief & alignment artifact
A concise written record of the strategic position, explicit trade-offs, and near-term actions your team can reference with confidence when decisions are tested.
What you leave with
After the Relevancy Audit
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A clear strategic position
A shared articulation of who you are for, what you're prioritizing, and what you're explicitly not doing, grounded in real constraints, not aspiration.
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Documented trade-offs and strategic bets
The decisions underneath the strategy, made explicit. This eliminates quiet disagreement and prevents teams from pulling in opposite directions.
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A decision brief your leadership can stand behind
A concise alignment artifact capturing the strategic calls, rationale, and implications, usable in leadership meetings, board conversations, and internal communication.
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Immediate next actions
A short list of concrete actions your team can execute right away, aligned to the agreed strategic direction.
This replaces months of circular discussion with a single, shared point of reference.
WHO RUNS THIS
Built by Petrichor Projects
A strategy practice that helps growth-stage companies build credibility and market presence. Reality Audit is the diagnostic methodology behind that work, productized for leadership teams who need clarity faster than a full consulting engagement can deliver.
Co-founded by Philipp Rimmler and Gabe Jewell. Gabe was named Creative Director of the Year at the 2025 Lucie Awards for Jewell Studio's MORE campaign.
Selected past work from our team
BMW · Netflix · Method · Everlane · CVS Health · Virgin America · Alaska Airlines · Nordstrom
Our team built Dollar Shave Club's first brand identity and Frida Mom's Effie-winning Breast Care campaign.
Built for Series B/C operators. CEOs, CMOs, and VPs of Marketing at companies that have raised $50M+ and are stuck between early traction and a defensible market position.
Investment starts in the low five figures. Final scope determined in the fit conversation.
Free diagnostic
Score your site in 60 seconds
The free site audit scores your landing page across 4 of the 5 Reality Audit dimensions. URL plus three questions. PDF report in your inbox. No signup wall.
Free. No signup required.
Not ready to commit? Test your strategic coherence first.
The Coherent Bets Calculator scores your initiatives across four dimensions (relevance, trade-off clarity, capability fit, and economic integrity) in under 10 minutes.
Free. No signup required.
Is This the Right Moment?
A 15-minute fit conversation determines whether a Reality Audit is the right next move.