This dossier is the output of your Growth Forensics diagnostic. It contains the complete structural assessment of your organic growth engine across all ten components — every finding, every signal, and every recommendation, grounded in evidence collected during the engagement.
It is not a report to be read once and filed. It is a working reference. You will return to specific components as you execute the intervention sequence, use the evidence sections to brief your team and agency, and track progress against the component states over time.
The dossier is structured around ten components of the Organic Growth Engine framework. Each component is an independent section covering a distinct part of how your organic engine works — or fails to. The components are interdependent: findings in earlier components often explain findings in later ones.
Each component contains three layers of depth:
The finding at the component level: what state the engine is in for this area, what the binding issue is, and why it matters commercially.
Each component is assessed across a set of individual signals. This is where the evidence lives: the data, the benchmarks, the specific gaps. If you want to understand why a finding was reached, the signal detail is where to look.
Specific actions connected to each signal, in the order they should be executed. The recommendations are not a to-do list; they are a sequenced brief.
Each component is assigned one of four states. These states describe the structural condition of that part of your engine — not a performance score.
🔴 Blocking — this component is the active constraint on the engine’s commercial performance. Fixing other components while this one remains in this state produces marginal results. Address this first.
🟡 Fragile — this component is functioning but has specific gaps that will limit performance or cause deterioration over time. It can be addressed in parallel with Blocking components, not before.
🟢 Healthy — this component is not constraining commercial performance at the time of assessment. Monitor it; do not deprioritise it indefinitely.
⚫ Missing — this component has no meaningful infrastructure. It is not broken; it does not exist. Building it requires a different approach than fixing a broken one.
For the Expansion component only, a different vocabulary is used: Ready, Partially Ready, Not Ready, and Not Applicable — because expansion is a forward-readiness assessment, not a current-constraint diagnosis.
Start with the component rated Blocking. Read the summary, then read the evidence and recommendations for that component. That is the binding constraint on the engine — the single thing that, if resolved, produces the largest compounding improvement across everything downstream.
Then read the Action Plan, which translates all ten components into a single sequenced implementation brief with specific tasks, owners, effort estimates, and timelines.
You do not need to read all ten components before taking action. The intervention sequence is already defined.
Every finding in this dossier is traceable to a specific data signal. Where data comes from internal sources (GA4, GSC, your analytics platform), the spreadsheet reference tells you exactly how to reproduce the finding yourself. Where data comes from external tools (Ahrefs, manual SERP analysis, AI platform testing), the method is documented.
The AI Visibility component carries an additional note: AI systems vary between sessions and update regularly. Those findings are directional, not definitive — the recommendations are calibrated for that uncertainty.
The dossier is designed to be shared. Each component section is self-contained — you can share the Category Presence component with your agency as a content brief without sharing the entire dossier. The evidence and recommendations documents are formatted specifically for this purpose: they contain everything a specialist needs to understand the finding and execute the intervention, without requiring them to have read the full diagnostic.
