Lesson 12: The "One-Sheet" Prioritisation Engine The I.C.E. framework is a powerful mental model, but mental models vanish the moment a client sends a frantic WhatsApp message. To make I.C.E. stick, you cannot just talk about it. You must visualise it. You need a neutral "Judge" that sits between you and the client. That judge is a simple Google Sheet. This sheet transforms I.C.E. from an abstract theory into a hard-edged prioritisation engine. It turns the question "What should we do next?" into a maths problem rather than an opinion contest. Here is how to build and run the I.C.E. Sheet using the "Effort" formula. 1. The Anatomy of the Sheet You do not need complex project management software. A simple spreadsheet works best because it offers zero friction. Create a single tab called "The Strategy Log" with these exact columns: - Column A: The Initiative: (e.g., "Launch Podcast" or "Fix Checkout Bug"). - Column B: Confidence (1-10): (How sure are we this will work?) - Column C: Impact (1-10): (If it works, how big is the payoff?) - Column D: Effort (1-10): (How hard/expensive is this? 1 = Trivial, 10 = massive project). - Column E: THE SCORE: The formula: =(B2*C2)/D2. - Column F: Status: (Backlog, On Deck, Active, Done). The Maths: Notice how "Effort" is the denominator (the bottom of the fraction). - High Effort divides the score, dragging the priority down. - Low Effort keeps the score high, pushing quick wins to the top. 2. The "Sort" Function (The Reality Check) The power of this sheet is not in the data entry; it is in the sorting. When a client adds five new "urgent" ideas to the sheet, the list looks chaotic. It feels like everything needs to happen at once. You simply click the arrow on Column E (The Score) and select "Sort Z → A" (Highest to Lowest). Suddenly, the reality is revealed: - Top Row: "Fix Checkout Bug" - Middle Row: "Write Blog Post" - Bottom Row: "Launch Podcast" The spreadsheet has made the decision for you. You don't have to tell the client their podcast idea is a distraction; the spreadsheet puts it at the bottom of the pile automatically because the effort is too high for the predicted return.

STOP. Do not read past this line unless you match these three criteria. ✅ UK Based (We deal in GBP and British business culture). ✅ Solo Freelancer (You are the one doing the work). ✅ Active (You are being paid at least something to do your work). ======================= If you are still here, let’s have an honest conversation. The internet is full of "coaches" promising you a Ferrari lifestyle in 30 days. That is rubbish. I cannot promise you a magical money tree. But I can promise you a Senior Partner for an hour. I have been in this game for a long time. When you are a solo operator, you don’t suffer from a lack of effort. You suffer from the echo chamber. You sit alone in your home office, guessing if your pricing is right, guessing if your strategy is sound, guessing why the client said no. I am opening 5 slots for a "Sparring Session." This is not a lecture. This is not a "course." This is a sanity check for your career. Think of this as renting a Board of Directors for the price of a train ticket. How it works: 1. The Brain Dump: You bring the chaos. The 3 AM worries. The feeling that you’re undercharging but are terrified to raise your rates. The new service idea you’ve been sitting on for six months because you aren't sure if it’s stupid. 2. The Interrogation: I don't just listen and nod. I test the structural integrity of your business. I ask the difficult questions your friends are too polite to ask and your clients are too busy to ask. We find out if your business model actually holds water. 3. The Clarity: You leave the call with the noise turned off. No more guessing. You will know exactly what your next move is, not because you read it in a book, but because we battle-tested the idea together. But first, the audit. The Application Process: To claim a slot, drop me a DM with these three things. Be specific—I can't help if I don't know the context. 1. Who you are: A quick intro. 2. What you sell: Not just "I'm a designer." Tell me "I design high-end pitch decks" or "I build Shopify stores." 3. Your Clients: Who is currently paying your invoices? Or, if you are pivoting, exactly who do you want to work with next?

The biggest mistake freelancers and agencies make is pitching "The Big Fix" too early. You meet a client, see 50 things wrong with their business, and pitch a massive £10,000 overhaul or a 12-month retainer. The client hesitates. The price is scary. The risk is high. If they do say yes, you are now burdened with the expectation of transforming their entire business overnight. There is a smarter way: The Micro-Engagement. Instead of betting the farm, you identify one specific opportunity, charge a nominal fee to verify it, and prove the concept before committing to the marriage. Here is the blueprint for selling verification, not promises. 1. The "Hidden Margin" Hunt Most clients think they need "more customers." This is lazy thinking. Usually, they need to sell more of a specific, high-margin product to existing leads. Your first job is not to execute, but to diagnose. You are looking for the "Low Effort / High Profit" overlap. The Dental Practice Example: A dentist asks you for a new website or SEO to "get more patients." - The Trap: You pitch a £5,000 website redesign. They balk at the price. - The Reality: Standard check-ups have low margins and high time costs. - The Opportunity: You ask, "What makes you the most money with the least chair time?" - The answer is usually cosmetic: Teeth Whitening or Clear Aligners (Invisalign). The margins are huge, and the labour is low. The Strategy: Do not sell the whole website yet. Sell a campaign exclusively for Teeth Whitening. 2. Sell the Roadmap, Not the Destination Never guarantee riches. A consultant who promises "This will definitely work" is a liar. A consultant who says "Let’s run a low-cost test to see if this works" is a partner. You must stop doing free discovery calls where you give away your strategy. If your strategy is valuable, put a price tag on it. The "Foot-in-the-Door" Offer: Propose a paid "Strategy & Research" phase for a nominal fee (e.g., £500 - £1,000). - "Mr Client, before we rebuild your entire digital presence, I propose a 'Market Test' phase." - "For £750, I will research the local competition, identify the best offer for [High Margin Service], and map out the customer funnel."