What is actually true?
Footprint analysis, leadership and specialist interviews, product, proof, data and spokesperson potential.
Organisational strategy and narrative architecture for the AI era
Talk to Sarah ↗Companies rarely have an experience problem.
They have an understanding problem.
SJK Labs is the organisational strategy and narrative architecture practice for the AI era. We find the gap between what a company does and what customers, investors and AI systems can understand, to make you better understood by both humans and machines.
WHAT WE LOOK AT
01 What you say
02 What you can prove
03 What the market hears
04 What AI reconstructs
THE EVIDENCE
AI systems do not repeat your website or marketing.
They reconstruct your company from multiple sources. When the narrative architecture is weak, fragmented, out of date, or negative from employee or product reviews, it has a commercial business impact!
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 shows what buyers and machines can understand before we build the right strategy.
Ask about the audit ↗AI LEGIBILITY AUDIT6 BUYER QUESTIONS × 4 AI SYSTEMS
What buyers ask
We ask the same six questions across ChatGPT, Gemini, Claude and Perplexity.
- 01What does this company do?
- 02Who is it for?
- 03What problem does it solve?
- 04What makes it different?
- 05Is it credible?
- 06Who are the main alternatives?
The Scriptwriter Test
Each answer is assessed against six dimensions. This matters because visibility is useless if your company is reconstructed inaccurately, generically or without proof.
01ClarityCan someone quickly understand what you do?
02AccuracyDoes the answer reflect the business as it actually is?
03DifferenceIs the reason to choose you distinct and memorable?
04Customer painDoes the story connect to a real buyer problem?
05ProofCan important claims be verified across the public footprint?
06Category fitAre you placed in the category you want to compete in?
Output: what is clear / what is missing / why the gap exists / what to change first
WHERE CAN WE GO NEXT?
We get to understand your business.
We interview the experts and connect organisational experience with what the market needs to understand.
PHASETHE QUESTIONTHE WORK
What must the market understand?
Audience, stakes, proposition, category, differentiation and the evidence that makes the claim defensible.
Where must that meaning travel?
Website, leadership, social channels, original thinking, PR, partners and the wider authority layer.
What will make it matter now?
Stories, interviews, campaigns and interventions connected to the industry and the world around it.
Did understanding change?
Repeat the diagnostic, examine the gaps and keep the communications system aligned as the business moves.
ORGANISATIONS ADVISED
Poindexter Labs
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’m a trained journalist and former in-house communications leader with almost twenty years spent understanding how organisations become known, trusted and chosen.
My experience includes PageGroup and Moove, alongside strategic work across SaaS, fintech, hospitality and emerging technology. I am deeply involved in the AI research and founder community.
PRCEPTION × SJK LABS
How perception is shaped in the AI era.
PRception explores how people, organisations and increasingly AI systems decide what matters.
Original conversations with researchers, founders, journalists, technologists and business leaders inform the intelligence behind SJK Labs.
Explore PRception ↗01People
Trust · judgement
02Organisations
Influence · decisions
03AI systems
Retrieval · interpretation
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 ↗