Modern companies can deploy capital quickly.
Budgets scale.
Teams expand.
Agencies are hired.
Momentum accelerates.
What moves slower is clarity.
In many cases, capital is committed to solve a constraint that has not been fully identified.
Brutal exists to review that moment before exposure increases.
Brutal currently evaluates decisions involving:
Material increases in advertising spend intended to unlock growth.
Often triggered by:
Plateaued performance
Pressure to accelerate revenue
Early signs of channel success
Common risk:
Capital is scaled before the underlying constraint is confirmed.
Adding recurring human capital to accelerate expansion.
Often triggered by:
Stagnation
Internal capacity limits
Founder bandwidth constraints
Common risk:
A role is hired to compensate for unclear structure or unvalidated demand.
Each decision is reviewed through a structured framework:
Stated constraint vs. actual constraint
Signal sufficiency
Timing alignment
Capital exposure
Reversibility
Organizational readiness
The objective is to clarify exposure before commitment.
Brutal does not:
Manage advertising
Provide growth tactics
Recruit or hire candidates
Replace leadership judgment
Offer performance guarantees
Validate decisions already emotionally committed
Execution remains with the company.
Ownership remains with leadership.
Brutal is suitable for:
Decision-makers
Material capital exposure
Structural uncertainty
Teams willing to examine assumptions
Brutal is not suitable for:
Minor experiments
Early validation stages
Low capital tests
Those seeking reassurance
Not all submissions qualify.
Submit decision context
Structured review
Decision exposure summary
Optional discussion
Some submissions are declined.
Some are reviewed at limited scope.
Some require deeper evaluation.
Brutal may conclude:
Constraint misidentified
Timing misaligned
Capital premature
Capital disproportionate
Signal adequate but risk defined
Review not required
The decision remains with leadership.
Review scope and pricing are determined after evaluating decision exposure and complexity.
Brutal is not priced by time.
It is proportional to capital exposure and structural depth required.
Payment follows qualification.
If execution clarity already exists, Brutal is unnecessary.
If uncertainty remains beneath urgency, request evaluation.