A capstone is the stone that locks an arch and takes the weight. That's the strategy above your content. For DTC brands too small for a strategist on payroll and too ambitious to keep posting on instinct.
Without the capstone, it all comes down. Plenty of brands post constantly and hold nothing up. The capstone is what the brand is actually for: the one idea everything rests on. Set this and every decision below it gets easier. Miss it and no amount of posting holds the thing up.
What the content is actually meant to move. Sales, retention, launch, awareness. Named and prioritised, so content serves the business instead of running parallel to it.
The three or four themes you own and return to. Broad enough to never run dry, tight enough that the brand stays recognisable post to post.
The actual things you make each week, mapped to hooks and cadence. Built for a founder and a phone, not a studio and a crew. This is the part you run yourself.
Two weeks. Fixed scope, fixed fee, no retainer. From posting on instinct to a clear plan you can run yourself. Priced for a challenger brand, not an agency roster.
Tell me about the brand and where the content's stuck. If it's a fit, I'll come back with a shape and a price. If it isn't, I'll say so.
hello@capstonestrategy.co.uk