The Authority Signal Map

The chart is a table with a row for each touchpoint: proposals, case studies, discovery calls, content, and pricing. The middle column shows the "vendor" version of each, like leading with your tech stack, hourly rates, and "tell us what to build." The right column shows the "advisor" version, leading with the client's business problem and the outcome. Same moments, two very different messages, and each one places you higher or lower in the buyer's mind.