A note before the kit

Oli.

you said it's the only thing stopping you. so I'm going to commit every available minute trying to help you build/automate/edit, etc. etc. etc.

I built this in under 2 hours (and then smoked and drank a twisted tea and spent two hours trying to format fucking word documents from .md files only to realize that I could just create a fugging webpage).

Including the website (not functional yet - all it really needs is a form hooked up, like 2 minutes - figured you're already building somewhere). Claude code built this from scratch. I'm not good with design so it's probably shit from a UI/design perspective but it makes the point, I think.

Here's what I really want to say:

brother

when was the last time I built something? Have I ever built anything?

2 hours. 3 agents. 1 cup.

A website. A funnel. A content.

Likely 67% AI slop. it's hard sometimes to tell when you're in it.

But it's not ALL ai slop, and if you can/want to/have the brainspace to try to use it… it could help get you home quicker. Just in time for fugging little league and shit bruv.

im telling you - this is the fugging internet. it's that kind of moment.

unless im just high and this shit actually sucks lol

but it doesn't.

come home.

You'll see green notes like this one throughout. They're the thinking behind each piece — why it's built the way it is, what decision sat behind it. Read them or skip them. They're here because the how is sometimes as useful as the what.

What's insideclick anything — go where your interest takes you
01 — The live site

It's already on the internet.

A real, on-brand one-page site for Ghost Code — hero, the problem named, your case-study numbers, the method, who it's for, and two calls to action. Built and hosted free, live right now.

ghost-code.pages.dev Open the live site

It's a concept draft — built to show you a complete, strategically-structured version of the site, so you have something real to react to instead of a blank page. The design is mine to start; the brand is yours to make.

If you love it and want to own and restyle it yourself, the clean path is rebuilding it in Framer — the design tool built for designers — using this page as the spec. Or leave it as-is and we point oliverbroadbent.com at it. Your call; the link works today either way.

02 — The lead magnet

The Ghost Code Diagnostic

Your three diagnostic questions, turned into a self-scoring tool a prospect works through in ten minutes. It's the hook: someone gives an email to get it, and the funnel begins.

This is the cornerstone, and it was already ~80% written — it's sitting in the takeaways of your published case study. We just gave it a home and a scoring system. It's the manuscript; you design it into a branded PDF in your own aesthetic.

+Read the full diagnostic~10 min

If your most experienced person left tomorrow, how much would your team struggle the day after?

Most organizations only ask that question when a resignation letter is already on the desk. By then it's a scramble. But the problem was there long before the letter — quietly, every day, in the form of one person who is the only one who knows why.

There's a name for the logic running behind every process, every compliance call, every judgment — undocumented, unacknowledged, but load-bearing. When the expert leaves, the steps remain. The logic disappears. It's called Ghost Code. You don't need a retirement announcement to have a Ghost Code problem. You just need one person who is the only map.

Question 1 — What is the "it depends" of this team?

Ask the people who lead the work: where do new hires consistently stall? Listen for "they just need to get a feel for it" or "it depends." That phrase is the tell — a real, knowable rule exists, but it lives in one person's head instead of in your institution.

🟢 We can point to the written rule. → Healthy.   🟡 We have notes, but people still check with one person. → The logic is leaking.   🔴 "You just get a feel for it." → Ghost Code. A dependency, not a skill.

Question 2 — If your top expert left tomorrow, which process drops in accuracy first?

Ask which specific process would degrade, and how fast. It moves succession from a someday-worry to an immediate operational consequence. Whatever they name isn't a training gap — it's a vulnerability with a name and a deadline.

🟢 Accuracy holds — others can reconstruct the reasoning.   🟡 It'd wobble, then recover.   🔴 That process would break, and we'd be guessing. → That's infrastructure leaving.

Question 3 — Where are we training people on the steps instead of the source logic?

Open your onboarding material. Are you teaching what buttons to push, or why those buttons exist? If it's only steps, your training depends on the expert still being there to answer "but why?"

🟢 Our training traces each step to its source.   🟡 Some of it.   🔴 We document the steps; the "why" is assumed. → When the expert goes, the reasoning goes with them.

What the answers mean

Mostly green — you've separated the logic from the person. Rare. A few yellows — the logic is leaking; cheapest moment to act. One or more reds — a load-bearing dependency on one person. The good news: it's usually explicit knowledge that never had a home. It can be surfaced, mapped, and transferred — before it walks out the door.

Ends with a soft CTA: book a 20-minute Ghost Code Risk Call. (Full manuscript also in the kit as 01_Ghost_Code_Diagnostic_LeadMagnet.)

03 — How it fits together

A stranger becomes a booked call.

Each piece in this kit is one stage of the same machine. Here's the whole path:

Top

Content draws them in

LinkedIn, X, and the essays bring the right people — public-sector HR, L&D leaders — to the site.

Middle

The diagnostic captures

"Take the Ghost Code Diagnostic" trades the tool for an email. The 5-email sequence nurtures, on autopilot.

Bottom

The Risk Call converts

A soft invite to a free 20-minute call — which becomes a keynote, a workshop, or an engagement.

The only hard sell in the whole funnel is… none. The diagnostic gives value first; the call is free; the ask comes last and stays soft. For your audience and your brand, restraint converts better than pressure — the proof does the selling.

04 — Email sequence

Five emails, then it leaves them alone.

Triggered when someone downloads the diagnostic. The arc mirrors the brand: deliver value → reframe → prove → raise the stakes → invite. One idea each. The only ask is the last one, and it's gentle.

Voice rule for these: even shorter than the posts, plain-text feel, no "Dear valued subscriber." It should read like you wrote it to one person. Cadence: Day 0, 2, 4, 7, 10.

+Email 1 — DeliverDay 0
Subject: Your Ghost Code Diagnostic

Here's your Ghost Code Diagnostic. It's three questions — about ten minutes to work through honestly — and they'll show you where your institutional knowledge is most likely to break first.

A suggestion: don't answer them alone. Ask the people who actually lead the work where new hires keep stalling. The answers you get out loud are usually more honest than the ones you'd write down by yourself.

Over the next week or so I'll send a few short notes — the thinking behind each question, and a case where this played out with real numbers. For now, just run the diagnostic. Count your reds and yellows. — Oliver

+Email 2 — ReframeDay 2
Subject: It's not complex. It's hidden.

Most of what gets treated as "complexity" isn't complex. It's hidden. When a team experiences every case as an edge case, it's usually because nobody can tell a routine situation from a real exception — the rule that separates them was never written down. It lives in one person's head.

"Complex" is a wall — all you can do is wait for new people to slowly absorb it. "Hidden" is a door — you can find it and give it a home. So with each red on your diagnostic, ask: is this really too complex to transfer? Or is it explicit knowledge that just never had a home? Most of the time, it's the second one. — Oliver

+Email 3 — ProveDay 4
Subject: Seven analysts in eighteen months

A public-sector division had cycled through seven analysts in eighteen months. Every new case sent them back to the one experienced analyst with the same question — "Now what?" — and the answer was always "it depends." Nobody had asked what it depended on. When I traced it, the answer wasn't her judgment. It was the law.

So we built the map — a curriculum on the source logic, not the steps. Six months later: three new analysts reached independent operation, questions to the principal dropped about 90%, and they're now two and a half years in. She's still the most experienced person in the room. She's just no longer the only one who understands why. — Oliver

+Email 4 — Raise the stakesDay 7
Subject: Your experts are maintainers

In open source there's a role called the maintainer — the person who holds the load-bearing logic of a system. When a maintainer leaves, the code stays exactly where it was, but the reasoning goes with them, and the people left behind can't tell whether a change is safe anymore.

Your veteran employees are maintainers too. When they leave, the documented process remains and the architecture behind it disappears. That's why Ghost Code isn't an HR inconvenience — it's an infrastructure problem, and in the public sector, infrastructure failures have a public on the other end. If one of your answers came back red, that's a maintainer you haven't backed up yet. — Oliver

+Email 5 — InviteDay 10
Subject: Want a second read on your diagnostic?

If even one answer came back red or yellow, you already know more than most organizations do. If it'd help, I'll give you a second read — a 20-minute Ghost Code Risk Call. We walk through your three answers and I help you identify the single dependency most worth closing first. No pitch, no deck.

And if now isn't the time — keep the diagnostic. Run it again in six months. The point was never to sell you something. It was to make sure the question never catches you by surprise. — Oliver

One setup step: replace the booking link with a free Cal.com event ("20-min Ghost Code Risk Call"), and point the download link at wherever the diagnostic PDF lives.

05 — Services & pricing

The menu — free at the top, flagship at the bottom.

The prices are research-based anchors, not decisions. They're starting points from 2026 market data for emerging speakers and consultants, so you're not staring at a blank box. You set your own rates. The laddering matters more than the number: book rooms and testimonials first, raise as the proof stacks up.

TierWhat it isAnchor
Risk Call20-min call walking a prospect through their diagnostic. The on-ramp, not a service.Free
Keynote
"The Ghost Code Problem"
The signature talk — benchmark-tested, with audience variants (PSHRA / L&D / executive). 45–60 min + Q&A.$3,500–$5,000
Workshop
"The Why Audit"
The working session — the team does Ghost Code on their own processes. Half or full day.$3,500–$9,000
Diagnostic Engagement
Sprint → Full
The methodology applied to a real dependency: surface it, map it, transfer it. The flagship.$6,000 → custom

On the site, don't publish a raw price list. Show the Risk Call as free with a big button; put "starting at" on the keynote/workshop; keep the consulting tiers conversation-first ("book a Risk Call to scope it"). "Let's talk" converts better and protects your pricing flexibility while you find your market.

Full rationale + 2026 source data in the kit: 04_Service_Menu_and_Pricing.

06 — The content engine

A library, and a way to refill it.

14 LinkedIn posts, 27 X posts, and 2 long-form essays — all mined from your own case study, theory, and notes. Plus an 8-week calendar and a repeatable system, so the well never runs dry.

Every post is intentionally lumpy — short lines, no tidy bows — because that's how a real person writes. The fastest way to sound like everyone else on LinkedIn is to smooth it out. Read each one before it ships and make it yours; it's your name on them.

+LinkedIn — 12 core posts + 2 bonusprimary channel
01 · The reframe (lead post — pin it)

They asked me to write a training curriculum. What the division actually needed was a succession plan — and nobody had framed it that way yet.

A county division had cycled through seven analysts in eighteen months. Every new hire hit the same wall, bringing a case to the one person who'd been there long enough to know, and asking the same question: "Now what?" The answer was always "It depends." Nobody had asked what it depended on. So I did… It didn't depend on her judgment. It depended on the law. Her judgment was just the most reliable map to it.

#KnowledgeTransfer #LearningAndDevelopment #PublicSector
03 · Naming the concept

Every process has logic running behind it. The compliance call. The judgment. The "we don't do it that way, and here's why." It's load-bearing, and most of the time completely undocumented. I call it Ghost Code.

When the expert leaves, the steps remain. The logic disappears. You don't need a retirement announcement to have this problem. You just need one person who is the only map.

#GhostCode #KnowledgeTransfer #InstitutionalKnowledge
12 · The inversion (pinned-post candidate)

Most knowledge transfer work asks one question: how do we capture what this person knows before they leave? It's the reactive one — the scramble that starts when the resignation lands.

The better question is the inversion: how do we build an organization where that question never becomes urgent? That's the difference between a succession plan and a standard. You don't build that the week someone gives notice. You build it now, while nobody's leaving.

#GhostCode #KnowledgeTransfer #Leadership

Three shown here as a taste. All 12 core posts (origin, the "it depends" symptom, the 3-question diagnostic series, complexity-vs-hidden, tacit-vs-explicit, the maintainer frame…) plus 2 bonus (Discomfort is Data, The Sextant) are in content/linkedin/.

+X — 25 standalone posts + 2 threadssharp one-liners
  • 01When the expert leaves, the steps remain. The logic disappears. That missing logic has a name: Ghost Code.
  • 02You don't need a retirement announcement to have a knowledge problem. You just need one person who is the only map.
  • 04Most of what gets called "complexity" isn't complex. It's hidden. Complex is a wall. Hidden is a door.
  • 11Ghost Code isn't an HR problem. It's an infrastructure maintenance failure with compliance consequences.
  • 18She's still the most experienced person in the room. She's just no longer the only one who understands why. That's the whole goal in one sentence.

Five of 25, plus two short threads (the three diagnostic questions; why documentation fails) in content/x/.

+Long-form — 2 essays (Substack / Medium ready)~1,400–1,500 wds each

"The Only Map"

What seven analysts in eighteen months taught me about knowledge that's documented but invisible. The case study, restructured for a general audience — from "it depends" to the law underneath it to the curriculum that changed the division.

"Why You Can't Document Your Way Out"

The reason "just write it all down before you go" almost never works — built on three borrowed ideas (Sinek on the limbic "why," Nonaka & Takeuchi on externalization, Asparouhova on maintainers), credited and kept light. The theory piece for the sophisticated reader.

Full text of both in content/long-form/. Each essay seeds a week of short posts — the engine below.

+The calendar + the engineso it never goes quiet

Cadence: LinkedIn 2×/week (primary), X 3–4×/week, a long-form piece every 3–4 weeks. There's an 8-week launch sequence that walks a cold audience through the idea the way a good talk does: name the problem → make it concrete → the diagnostic → raise the stakes → offer the standard.

The engine (this is the part that lasts): you already write long — case studies, talk notes, debriefs. You don't "create content," you decompose what you already wrote. One source doc → ~6–10 X posts, 3–5 LinkedIn posts, a story post, maybe one essay. That's two weeks of posting from one document.

Two rules: Don't create, decompose. And keep it lumpy. Full system in content/repurpose-recipe + content/content-calendar.

07 — The strategy

Why it's all shaped this way.

You were already most of the way to a real consultancy — the methodology, the keynote, the published case study, the LLC. What was missing wasn't more thinking. It was the connective tissue: a live presence, a way to capture interest, a way to follow up, a content rhythm, and a price list. That's the whole job this kit does.

One idea runs through every piece: the proof does the selling. Your numbers — three analysts independent, ~90% fewer dependency questions, two and a half years and counting, zero analysts replaced — are a stronger argument than any amount of marketing language. So the writing stays restrained on purpose. The understatement is the brand.

3
new analysts reached independence
~90%
drop in dependency questions
2.5yrs
retained, independent — and counting
0
analysts replaced since

"She's still the most experienced person in the room. She's just no longer the only one who understands why."

Deeper reference docs (the build plan, the platform decision, the academic foundation) are in the kit folder if you want the full why — but you don't need any of them to use what's here.

08 — Make it run

Three free tools turn it on.

The site is static, so two small pieces live in dead-simple free tools — no infrastructure to babysit.

capture + emails

MailerLite (free)

An embedded signup form + automation that runs the 5-email sequence on autopilot. Free into the hundreds of subscribers — plenty to launch.

booking

Cal.com (free)

Make one "20-min Ghost Code Risk Call" event, paste the link into the site and Email 5. Unlimited and free.

hosting

Cloudflare Pages (free)

Already done — the site is live on it. Free forever; your domain attaches free later. Nothing for you to do here.

If you want one first move: read the live site, fix anything that isn't you, then post LinkedIn Post 1. That's the engine turning over once. Everything else can follow at your pace.