Organisational intelligence and narrative architecture practice.
Talk to Sarah ↗If humans and AI systems misunderstand your business, you could be missing opportunities without knowing it.
Intelligence. Strategy. Narrative. Delivery.
SJK Labs uncovers where your business is misunderstood and why. We combine those findings with a journalist first approach to build a Narrative Architecture strategy.
Then we hand your team the keys, or work alongside you to deliver it.
The system behind the work.
Audit
Find where your business is misunderstood by humans and AI systems.
Narrative Architecture
Rooted in journalism
Ask better questions. Build the positioning, story and messaging.
Evidence
Identify what supports your claims and what still needs to be proved.
Monthly audit
Check what has changed, what is understood and which gaps need attention next.
Each monthly audit informs what happens next.
Explore how we work ↗MEET NOSEY · OUR PROFESSIONALLY CURIOUS INVESTIGATOR
Nosey gets into
your business.
Orbiting the web. Spotting connections. Asking better questions.
Nosey is our professionally curious investigator. He looks for connections between what you say, do and prove, what customers are saying, and what humans and AI systems understand.
His job? Ask questions, follow clues and spot connections, contradictions and opportunities worth a closer look. Humans lead the research, interpretation and advice.
Meet Nosey ↗
IN THE FOUNDERS’ WORDS
What founders say about working with Sarah Kemp.
FOUNDERTESTIMONIAL
“Sarah got the problem trendJack solves straight away. Her questions went way beyond the usual founder interview. She pushed me to think harder about our positioning, what makes us valuable, and how we build real expertise into the product. One question on our moat made me stop and think, and it sparked a few new ideas. It felt like a strategy session with someone who genuinely cared about getting it right, and it’s sharpened where I want to take the business next.”
Tamsin Hill
Founder, trendJack
CONTENT STRATEGY
“We recorded a conversation where Sarah guided me to be able to add clarity to our value proposition, and I have been utilising the edited clips in my marketing ever since.”
Sam Jeremiah
Founder of FernAI
Sarah developed FernAI’s narrative, buyer positioning and content strategy with founder Sam Jeremiah. This set the direction for a recorded interview and edited clips for his marketing.
Explore the work ↗Bring us the problem.
Book a conversation ↗CLIENTS WE’VE WORKED WITH
Poindexter Labs
THE EVIDENCE
AI systems do not repeat your website or marketing.
They draw on multiple sources, including websites, reporting and reviews. We examine the gaps between what you say, what you can prove, what the market hears and what AI reconstructs.
In our study of 50 B2B companies across ChatGPT, Gemini, Claude and Perplexity:
- 32/50
- Wrong or incomplete competitive frame
- 30/50
- Narrative or differentiation problem
- 23/50
- Entity recognition or wrong-company issue
- 17/50
- Proof that AI failed to surface
This is not an SEO problem.
HOW CAN WE WORK TOGETHER? WE CAN START HERE.
Don’t guess.
Test the story.
The AI Legibility Audit is one starting point within our wider organisational intelligence work. It tests how four AI systems describe your company and compares their answers with your positioning and public evidence, identifying what to investigate and improve.
Ask about the audit ↗Understand how AI represents your business.
We compare how AI systems describe your company with your positioning and public evidence. You receive an assessment of the gaps, their potential commercial relevance and what to investigate or improve first.
What you receive
- A clear account of how your business is being described.
- Evidence supporting the findings, with limitations made clear.
- Prioritised recommendations tied to your commercial objectives.
- A choice of delivery. Equip your team to act, or commission SJK Labs to do the work.
A clear assessment and practical recommendations.
WHO IS BEHIND SJK LABS?
Some have called her The Founder Whisperer.
I get up to speed quickly, spot the commercial opportunity and articulate what founders have struggled to make other people understand.
I founded SJK Labs and developed the intelligence system, drawing on almost 20 years across communications, marketing, journalism and organisational reputation, including communications leadership at PageGroup and Moove.
My work spans hospitality, SaaS, recruitment, fintech and mobility. I host PRception, am a member of AI Circle and lead The AI Social’s Brighton & Hove chapter.
THE SJK LABS PODCAST
How perception is shaped in the AI era.
On PRception, Sarah speaks with founders, researchers and operators exploring AI, communications and organisational understanding.
These conversations inform the research and thinking behind SJK Labs’ organisational intelligence work.
OUR GUESTS BRING EXPERIENCE FROM
THE STARTING POINT
Bring us the problem.
And if you know there’s a problem but can’t put your finger on what it is, let’s chat.
Book a conversation ↗