SFW:UNLOCKED
The Hardest Part of Marketing Isn't Data or Tools. It's Clarity.
A book. A framework. And the AI systems to back it up — built for agency founders who are done guessing.
The Framework
SFW MEANS "SO F***ING WHAT?"
It started as a red pen scrawled across a 42-slide deck full of numbers with no actual point. Too many words. Zero meaning.
SFW became the question that strips out the theater. The question that forces you to confront whether what you're doing actually matters — in your strategy, your content, your leadership, your decisions.
It's not attitude. It's accountability.
What should we do?
Why does it matter?
What happens if we don't?
If it can't survive that filter, it doesn't ship. That's how teams stop wasting time and start making decisions that stick.
SFW isn't a brand. It's a decision framework built from 24 years of running agencies, leading teams, and dragging strategy back to reality. It works in business. It works in leadership. It works in life.
The Book
I Wrote the Book on It. Literally.
SFW:UNLOCKED - The No-BS Guide to Strategy, Story, and Showing Up with Purpose.
Nine frameworks. Built from 24 years of agency work, bad decisions, client fires, and the question that fixed most of them. This is the playbook I wish someone had handed me on day one.
The SFW Filter — the three questions every strategy must survive
The 87% Rule— why perfectionism kills more teams than bad ideas
The Columbo Strategy — how asking simple questions reveals the biggest truths
The Agency Bleeding Calculator — the math nobody wants to do
The Delegation OS — why systems beat inspiration
+ 4 more frameworks covering decision velocity, communication, and discipline
For Agency Founders
The Framework in Action: AI Systems That Actually Work
SFW isn't just a book. It's the operating system behind every AI tool I build for agencies. The framework decides what gets built. The systems do the work. And it starts with one question: where are you bleeding time?
Start Here
The AI Evaluator
The front door.
A 2–3 week diagnostic. I apply the SFW framework to your agency's AI usage — what's working, what's wasted, and where the real leverage lives. You get a prioritized roadmap with cost-of-inaction math. You own the deliverable.
$4,000 – $5,000 | 2–3 Weeks
Learn More →Then We Build
AI Systems Install
I build it.
Custom AI tools for your workflows — content automation, prospect intelligence, reporting. Every system passes the SFW filter: if it doesn't answer "so what do we do about it?" it doesn't ship.
$10,000 – $25,000
See What I Build →Ongoing
Retained AI Advisor
I stay in your corner.
Ongoing strategic access. I advise, troubleshoot, and optimize as your needs evolve. For agencies that want a strategist on speed dial — not another vendor.
$5,000 – $10,000/month
Let's Talk →Built and Running. Not Hypothetical.
Content Automation
Voice memo → AI draft in your voice → LinkedIn post and newsletter.
45 min/week replaces 10+ hours.
Prospect Intelligence
Company name in. Full pitch dossier out. Decision-makers, pressure points, angles.
Replaced 4+ hours of manual research.
Reporting Automation
GSC, GA4, Google Ads → weekly insights with specific actions. To your inbox.
Insights, not data dumps.
These aren't demos. They run in the wild. Every one was built to answer "So f***ing what?" before a single line was written.
SFW?
Not a Vendor. Not a Consultant.
A Strategist Who Builds.
I'm Francis Skipper. 24 years inside agencies. Former chef, former chemist, full-time operator. I built Points South Consulting. I built 15+ AI systems running in real agencies. I wrote a book about the framework behind all of it. And I help founders stop doing work that doesn't matter.
