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PROPRIETARY COMMERCIAL DIAGNOSTIC

Truth Marketing

Beyond the Image. Behind the Promise.

What looks better, sounds better, or costs more can be mistaken for being better. Appearance doesn’t establish truth. We bring the reality of your business into alignment with how it presents itself to the world.

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Truth Marketing logoTruth Messaging logo

CPG & Retail · E-Commerce / Amazon · Skilled Trades · Investor Portfolios

THE TRUTH MARKETING METHODOLOGY

What you see should reflect what you get.

What is actually in the product? Where does it come from? How is it made? What evidence supports the promised benefits? Does the customer’s experience reflect what the brand represents?

Reveal what’s real

We look beyond branding to examine products, claims, practices, and performance. Research, technology, operational investigation, and human judgment help distinguish evidence from assumption, exaggeration, or misunderstanding.

Build the brand around the truth

Our purpose isn’t to find fault. It’s to uncover genuine value—whether that means correcting a claim, changing an operating practice, strengthening transparency, or bringing a real advantage into focus.

We don’t just help businesses tell a better story. We help them build a business that can stand behind the story it tells.

Within TGP’s Revenue & Performance Assessment, the Truth Marketing Diagnostic connects brand promise to commercial reality and enterprise capability—so leaders can assess what’s real, decide what must change, and lead with accountability.

Explore the Revenue & Performance Assessment

THE PROMISE AND THE REALITY NEED TO MEET

Truth matters in everyday life.

Packaged foods, honey, olive oil, and tea

What we consume

Ingredients, sourcing, processing, and substantiated benefits.

Skincare bottles and cream containers

What we put on our bodies

Formulations, safety, effectiveness, and product claims.

Household cleaning products and a bar of soap

What we bring into our homes

Materials, environmental claims, durability, and real-world performance.

Beyond consumer products.

The same principle applies when software promises efficiency, a service company promises exceptional care, or an employer promises a particular employee experience. A brand shouldn’t have to hide behind what it wants people to believe. It should be able to stand confidently in what it actually is.

THE THREE BRAND STATES

Where does your enterprise sit?

High risk

The Truth Gap

Public claims or retail expansion outpace operational, clinical, or supply chain capability.

  • Retailer chargebacks and Buy Box losses
  • Stockouts and customer churn
  • Margin degradation

TRUTH MARKETING REFLECTION

Nine questions. An honest look.

01What do people expect when they choose you or your business?Quality, expertise, service, results, or experience.
02How consistently does their actual experience match that expectation?Across customers, staff, locations, or periods of growth.
03What evidence supports what you say about yourself or your business?Demonstrated experience, reliable results, customer feedback.
04Where are people’s experiences telling a different story from the one you present?Complaints, confusion, unmet expectations, or a difference between what leadership believes and what customers experience.
05What genuine strengths do you have that people may not recognize or understand?Looking for overlooked value, not just problems.
06What difference is that mismatch making to your business?Trust, repeat business, referrals, pricing, revenue, effort.

AI IN YOUR BUSINESS

07Where are you today with AI in your business?Day-to-day work, decisions, and the customer experience.
08How clear are you about where AI could help you grow?Across leadership, operations, and the customer experience.
09What role do you want AI to play in how you grow?Working alongside your people, with judgment and oversight that stay human.
YOUR REFLECTION

Answer all nine questions to see your reflection.

This reflection is based on your answers—not verified operational findings. It is a starting point for a conversation; an assessment is needed to establish the evidence and implications.

THE SIX-STAGE DIAGNOSTIC

How we find the disconnect.

  1. 01

    Trigger

    Identify the decision, growth event, or customer concern that makes the truth matter now.

  2. 02

    Claim

    Establish what the brand promises about its products, benefits, practices, and experience.

  3. 03

    Truth

    Investigate what the evidence and actual delivery support—not just what is assumed.

  4. 04

    Performance gap

    Find where promise and reality diverge, or where genuine value goes unrecognized.

  5. 05

    Financial consequence

    Connect the findings to trust, revenue economics, margins, and enterprise performance.

  6. 06

    TGP intervention

    Prioritize the claims, practices, and leadership decisions needed to stand behind the promise.

TWO EXECUTIVE LENSES

Outside in. Inside out.

Inside-out enterprise performance

Enterprise performance

Mary DouglasFounder & Chief Performance Officer

Mary leads the enterprise-performance lens of the Revenue & Performance Assessment: executive alignment, organizational capability, operating model, executive accountability, customer experience, and business transformation. She identifies internal barriers to delivery and examines operating needs, performance controls and human oversight where AI is relevant.

“An alignment architect — seeing where an enterprise’s intent, structure and everyday decisions stop reinforcing one another.”

Outside-in commercial reality

Commercial reality

Brad HaydenFounding Partner & Chief Revenue Officer

Brad leads the commercial lens of the Revenue & Performance Assessment: revenue economics, markets and customers, channels, strategic partnerships, business development, and growth opportunities. He identifies where strategy, systems and everyday execution stop connecting, including commercially relevant AI use cases and revenue-system integration needs.

His perspective is informed by experience at Dell Technologies and Amazon.

“A defragmentation specialist — seeing where strategy, systems and everyday execution stop connecting.”

TRUTH GOES BOTH WAYS

The same standard applies to us.

The people who hire TGP deserve to know what we discover—even when findings are difficult, unexpected, or contrary to our original recommendations. We are committed to honest communication, evidence-based judgment, and recommendations that serve our clients’ interests.

Truthfulness is not something we ask only of others. It is the standard we choose for ourselves.

YOUR NEXT DECISION

Build a business that stands behind its promise.

Revenue & Performance Assessment

A joint executive diagnostic delivering a prioritized roadmap.

Assessments from $10,000. Final investment depends on scope.

Fractional Revenue & Performance Leadership

Fractional CRO and CPO leadership connecting revenue architecture, enterprise capability, and executive accountability.

Executive retainer, scoped to your business.
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