Illustrative example
Callum Ferreday
Chief Risk Officer, Marlowden
A risk executive at a regional mutual lender, trusted by peers, with nothing of his own in print.
The person and the company are invented for this example. The numbers follow the same arithmetic as a real audit: closing a gap adds exactly the points the report assigned to it.
Where they started
Marlowden is a regional mutual lender. He has run its risk function for eleven years, and peers at larger banks call him when they want a second view on lending to small businesses.
He wanted that view to exist in public: to be invited onto panels on its merit rather than his title, and to have something to hand the people who asked. The record showed a well-described executive with no argument of his own.
The audit put him at 61. Only one gap was urgent, and it was the whole point: no body of work under his name.
What we did
Feature Interviews
Months 1 to 2
A feature interview on how mutual lenders price risk differently from banks, which gave editors and conference organisers something of his to read first.
Gaps closed
- +9Mentioned in filings, not in the press
Score 61 to 70
Book Publishing
Months 2 to 9
A short book on credit risk in community lending, developed with him from recorded working sessions and published under his name. It gave the argument a durable, citable form and became the basis of his conference talks.
Gaps closed
- +16No body of work under his name
Score 70 to 86
Where they ended up
His name now returns the book and the feature ahead of the governance page, and conference programmes describe him by the argument he makes rather than by his title.
A personal site and a record of his talks were left for a later phase, so both gaps remain open.
Duration Nine months
Still open
Not part of the work. These points are still available.
- The only biography belongs to the employer8 pts
- Conference talks leave no trace6 pts
Illustrative example · The audit before the work
Emerging signal
Overall visibility: 61 / 100
4 gaps1 urgent+39 to gain
Respected inside the sector, with no argument of his own on record.
There is a real signal here, but it is scattered: a reader has to work to put you together.
What this means
Callum Ferreday is easy to find and consistently described: regulatory filings, the lender's annual reports and a tidy LinkedIn profile all agree. What the record lacks is his own thinking. Peers know his view on lending risk from conversations; a stranger has nothing to read.
Your three priorities
The three gaps worth closing first, in the order that recovers the most points.
Priority 1
UrgentClosing this gap takes the score from 61 to 77.No body of work under his name
There is no article, book or recorded talk setting out his view on credit risk, although that view is the reason peers seek him out.
Priority 2
NotableClosing this gap takes the score from 77 to 86.Mentioned in filings, not in the press
Independent coverage is limited to annual reports and regulatory disclosures, where he appears by title.
Priority 3
NotableClosing this gap takes the score from 86 to 94.The only biography belongs to the employer
His biography lives on the lender's governance page.
Where the points are
Where the missing points sit
Each bar is that dimension's share of the points you are missing.
- DiscoverabilityNo gap flagged
- LinkedInNo gap flagged
- Owned presence8 pts
- Third-party validation9 pts
- Consistency6 pts
- Thought leadership16 pts
What closing each gap is worth
Each segment is one gap, highest priority first, stacked on today's score.
Overall visibility: 61. Closing every gap in this order reaches 100.
- +16No body of work under his name
- +9Mentioned in filings, not in the press
- +8The only biography belongs to the employer
- +6Conference talks leave no trace
The other findings
Everything else the audit flagged, in priority order. Open any line for the detail.
Conference talks leave no traceMinor+6
He speaks at sector conferences, but the sessions were neither recorded nor written up, so the appearances do not add up to a public record.
Closing this gap takes the score from 94 to 100.