Value Shop Whitepaper
The Work
Whitepaper Ghostwriting
Executive Thought Leadership
The Landscape
B2B Services
Growth Strategy
Automation
My Role
Content Strategist
Campaign Strategist
Ghostwriter
About the Business
This whitepaper was a collaboration between two founders: Shawn Busse (CEO of Kinesis, a growth consultancy for service businesses) and David Nichols (CEO of Loupe, an automation engineering firm).
My role was to help Shawn and David articulate a shared frustration they’d been feeling for years — that mainstream business advice often fails to serve firms like theirs. Their goal was to challenge outdated business thinking and offer a new framework for those that don’t fit the traditional mold of manufacturing, retail, or tech.
Drawing from a decades-old academic framework, we built a new lens for thinking about value: one that distinguishes between value chains, value networks, and value shops. I worked closely with both founders to develop and ghostwrite the whitepaper in their shared voice, balancing clarity with depth and accessibility with authority.
The final piece, Rethinking Your Value Model (and Why It Matters), introduces readers to a new way of understanding business models — and challenges the assumption that “best practices” are always best for everyone.
WHITEPAPER GHOSTWRITING
The paper debuted at Automate, a major industry conference where both authors were speaking. I supported the launch with a full promotional rollout, including:
A printed postcard with a teaser quote and QR code
A download landing page built for lead capture
Supporting email campaigns and social media content
Brand messaging support for their speaking appearances
The campaign drove conference engagement and post-event downloads from key prospects. The whitepaper helped position both Kinesis and Loupe as strategic thinkers with a unique lens on growth — not just service providers. It continues to be referenced in client conversations and has sparked new interest in deeper consulting engagements from business owners who recognize themselves in the “value shop” model.
EXECUTIVE THOUGHT LEADERSHIP & PROMOTION
