Gather MarketingThe gap no one fills
Everyone covers one layer.
No one combines message + lubrication + funnel + formation in a single enforced system.
StoryBrand
Covers: Message clarity · Misses: Lubrication, funnel, build enforcement
Stops at the deck.
Demand Curve / CXL
Covers: Growth tactics + CRO training · Misses: Message depth, AI build governance, audit scoring
Teaches analysis, not action.
Lovable / v0 / Bolt
Covers: AI-generated code · Misses: Message, lubrication diagnosis, formation
Ships product. Framework is your problem.
Hotjar / FullStory
Covers: Lubrication detection · Misses: Prescriptive fixes, message layer, build governance
Shows where users stall. Not why or what to do.
A slide deck
Seen once. Referenced never. Forgotten by the third sprint.
A CLAUDE.md file
Loaded into every build session. Enforced on every commit.
Forrester named this category in Q2 2026: Agentic Development Security — enforcing rules at the IDE/CLI level before code ships. We apply the same principle to growth frameworks, not just security.
The meta-framework
MBC — 30 outputs. Four pillars.
Every venture runs through 30 structured outputs before a line of code. Message · Lubrication · Funnel · Formation. The outputs produce the spec. The starter kit ships from the spec.
Customer + Problem + Solution. A kill list of 14 banned words. No vague taglines.
OTMD: four friction types, each with a specific fix — not analytics, prescription.
L0 free entry → L1 lead magnet → L2 paid discovery → L3 core → L4 upsell.
Content Waterfall, SPIN sales structure, and a North Star metric tied to funnel level.
Lubrication Layer
OTMD — four drop-off types. Four fixes.
Every drop-off maps to one type. Find it, apply the specific fix. Works for websites, apps, books, webinars.
Orientation
"What do I do next?"
Guided tour on the exact element that confuses. One CTA on every empty state.
Trust
"Can I believe this?"
Social proof at the moment of decision — not on a separate page.
Momentum
"I'll come back later."
Email triggered when the user stalls. Progress saved and resumable.
Decision
"Is this worth it?"
Price tied to the unit of value. Upgrade prompt at the limit, not on a schedule.
Confirmation alerts are receipts — they confirm what happened, they don't fix drop-off. Every real stall has an OTMD type.
The ground
Two convictions the framework rests on
Lex orandi, lex credendi
Practice shapes belief — not just the reverse.
The ancient liturgical principle: you don't believe your way into a practice. You practice your way into belief. This is why we build the guided tour before the feature, the empty state before the depth, the daily office before the doctrine. The practices built into your product form the person using it. Formation isn't a layer on top of good UX — it's the reason good UX matters.
Redemptive craft
How you build is as important as what you build.
Commerce and calling are not in tension. The framework assumes the person on the other end has a whole inner life that your product either honors or ignores. You build commercially excellent ventures — pricing, funnel, analytics, enforcement — because the person deserves something that works, not because profit is the point. The profit is what funds the next round of care.
These two convictions are why the final check before anything ships is: Would the person receiving this feel seen — not just served?
Who it's for
The bivocational builder
You run more than one thing — SaaS, service, writing, a nonprofit, a faith community. You can't afford a separate system for each. The meta-framework applies to all of them because the two convictions above apply to all of them.
Attune — your formation profileFree · 3 minutes
Score your framework
4 questions. Blue scores your message clarity, lubrication type, funnel level, and formation pattern. Free diagnostic.
AI Blueprint Session · $50
Run a full SEED session with Blue.
4 questions. Blue sharpens every answer. Walk away with your Fix line and a printable one-page Blueprint.
Pro tier ($100) includes Matt's written note on your Fix line within 3 days.
Start my SEED session — $50Two ways in
Start with the audit. Upgrade when ready.
Lubrication Audit · L2
$300
One-time · websites or apps
- Full MBC audit of your live site or app
- OTMD score — 0–6 per lubrication type
- Recorded video walkthrough
- Prioritized fix list, ordered by impact
Claude Stack · L3
$750
setup
+ $99/mo · cancel anytime
- Full framework installed in your codebase
- OTMD lubrication on every key surface
- All 4 UI states on every interactive element
- Quarterly re-audit as your product grows