The Wheel · Seed deck

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    The hiring rationale is in the work.

    What began as a conversation about how an agency holds knowledge became a partnership, a brand, a website, and the investor room you are using.

    “The ugh point was that I had mechanically built a coherent design and picked something I liked. Brian could see the seeds, add his innovation to mine, and raise the baseline instead of starting over.”

    Alie Cohen

    1. Understand the work

      Alie reached out to understand how Brian's agency actually does knowledge work: how ideas move, where context disappears, and what the tools fail to preserve.

    2. Choose to work together

      A visit turned research into a working relationship. They decided to partner, then kept finding reasons to make the partnership deeper.

    3. Find the real bottleneck

      Alie sent version after version. The company story and a coherent visual system existed, but she had reached the limit of what one person could translate alone.

    4. Build on the baseline

      Brian did not start over. He brought another point of view to work that already had its seeds, lifting the brand and voice beyond what either person would have produced from a blank page.

    5. Sketch for comprehension

      Alie called another identified hire and sketched the website around one question: what would a person need to see to understand The Wheel?

    6. Automate the collaboration

      The website process became a reusable loop for questions, multiple directions, feedback, revision, hosting, and structured learning.

    7. Build the tool they wanted

      Complaining about PowerPoint became this investor room: versioned slides, controlled access, provenance, analytics, exports, and a path into the knowledge behind the deck.

    8. Turn the next “ugh” into a tool

      The Outcomes team recognizes that this process belongs inside The Wheel, writes the case for it, and hands it to the Platform owner to build. Each person carries the work until they reach their own “ugh” point. That friction becomes the brief for the next capability.

    Team operating philosophy

    The internal record behind the current team and company philosophy slides. This is source material, not automatically investor-visible copy.

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