In this episode, Veronica defines a service category that the founder world has largely confused: the second opinion. She traces the term back to its clinical origin in medicine (where the second doctor isn't selling you their program, they're examining your specific situation) and contrasts that with the strategy call most founders have actually experienced, which is structurally a pitch in a different costume.

She walks through exactly what happens on a Direction Session: the four moves she's making in the room, what she's deliberately not doing (no framework, no upsell, no coaching, no following up with seventeen emails), and what people actually walk out with.

She also names who this is not for, because the wrong fit on a call serves no one. If you want validation for a decision you've already made, if you're at the very be ...