Infrared: CONTROL PERCEPTION
See the threats, leverage, and blind spots others can’t.
Infrared is a focused, full-day strategic intervention designed to surface what’s actually driving choice in your market. We strip away assumptions, expose misalignment, and reframe your positioning so competitors stop making sense and decisions become obvious. This is where noise is removed, clarity is forced, and advantage is engineered.
METHOD CONFIRMED
“The method is the best I have ever seen, and the thought-process nearly flawless. I believe Steve Brazell has the most powerful and effective approach to piercing through the multimedia noise to accomplish the best branding, messaging, and marketing for today’s most relevant companies.”
— Harry Miller, CEO Franchise Science | California
What INFRARED is
Infrared is built for leaders where perception determines outcomes, not comfort.
Infrared is a focused, in-room session with your leadership team designed to surface the real problem, strip away false narratives, and force alignment.
We walk your decision-makers through a proven, step-by-step process that:
Defines the real problem your business solves
Identifies why customers actually choose you
Reframes strategy, messaging, and positioning so competitors stop making sense
This is the session that cuts through noise and rewires how your company thinks, speaks, and decides.
No theater. No abstraction. Just clarity under pressure.
What INFRARED IS not
This isn’t fluff.
There are no spirit animals, inspiration boards, or 200-page decks that die in a folder.
You already have information.
Infrared filters, focuses, and weaponizes it into decisions you can act on immediately.
If you want motivation, look elsewhere.
If you want clarity that sells and scales, this is it.
WhO INFRARED IS FOR
Infrared is for leaders who:
Operate where perception directly affects valuation, growth, or survival
Are visibly misunderstood in their category
Are facing a shift in competitive norms
What you get
The output: A Brand Clarity & Strategy Deck.
Short. Sharp. Built to guide real decisions.
This is not a report.
It’s a roadmap for execution.
What the deck covers:
Vision, Mission, Cause
Core Attributes & Brand Architecture
Voice, Messaging & Narrative Frame
Competitive Threats (real and perceived)
Problem / Solution & Customer Pain
Why customers hire you
Differentiation & contrast from competitors
Category, Positioning & Positioning Statement
Customer beliefs & trust triggers
Rational and emotional value drivers
Target markets & expansion opportunities
Innovation pressure points
One day in the room.
Two weeks later, a clarity deck that becomes your weapon.
THE OUTSIDER ADVANTAGE
“Stop working with consultants in your industry—they see the world just like you do. If you want to be different (and you do), you need to see your industry in a new light with new perspectives so you can innovate successfully.”
— Steve Brazell, Founder, Hitman Inc
OPERATIONAL FORMAT
Environment matters.
Infrared is deployed where distraction is eliminated and focus is absolute — offsite by default. Sessions may be run on your campus when required, or your team can be brought to New York City.
A Brand Summary Document is delivered within two weeks for executive review.
Decisions are locked through iteration, followed by a recorded briefing for leadership and, when appropriate, the broader organization.
High-Level Flow
Strategic framing and objective alignment
Category and competitive teardown
Constraint mapping and decision forcing
Positioning and narrative lock
Resolution and next-move alignment
Booking and fees
Clarity at this level demands rigor and exclusivity — not commodity.
Engagements range from $30,000–$100,000, determined by travel, timing, and scope.
Pricing reflects urgency and the level of decision pressure involved. Fees exclude first-class air, hotel, and ground transfers.
Steve Brazell books 3–6 months in advance. In time-sensitive situations, expedited engagements may be available. Qualified engagements only.
Spaces in the calendar do not open — they become available.