The SFW Filter
The three questions every strategy, decision, and piece of content must survive. If it can't answer "so f*ing what?" it doesn't ship.
The 87% Rule
Why 87% quality with critical thinking beats 100% perfection with hand-holding. The case for healthy autonomy.
The Storm Prinicpal
The Storm Principle Difficulty is the medium, not the obstacle. Why the best strategies are built in bad weather — not around it.
THE BOOK
SFW:Unlocked — The Book
The No-BS Guide to Strategy, Story, and Showing Up with Purpose.
SFW:Unlocked is the framework I've used for 24 years to cut through noise, make faster decisions, and build work that actually drives change. This book puts it all on paper — for agency founders, team leaders, operators, and anyone who's tired of doing work that doesn't matter.
It started in agencies. But the questions "what should we do?" and "why does it matter?" and "what happens if we don't?" apply to a lot more than marketing. They apply to how you lead, how you decide, and how you build a career that isn't just busy.
NINE FRAMEWORKS. ZERO FILLER.
The Columbo Strategy
Strategic listening over appearing smart. How asking simple questions reveals the biggest truths.
The Agency Bleeding Calculator
The math nobody wants to do. What manual work actually costs — and why founders underestimate it by 50–80%.
The Ceiling Question
The Ceiling Question "What would have to be true?" — the question that turns constraints into starting points and kills small thinking before it spreads.
The Delegation OS
Why systems beat inspiration. How leaders accidentally create dependency. And what to do instead.
The Momentum Principle
The Momentum Principle p = mv. Ideas without action are weightless. How to turn thinking into velocity before the meeting ends.
The Smarter Fella Test
The Smarter Fella Test Intellectual humility as a competitive advantage. Why the person who admits what they don't know wins more rooms than the one who pretends they do..
THIS BOOK IS FOR PEOPLE WHO ARE TIRED OF DOING WORK THAT DOESN'T MATTER.
Agency founders who know something's broken but can't name it.
Team leads buried under deliverables that don't move the needle.
Operators who want a system for making better decisions, faster.
Anyone who's sat in a meeting thinking "...so what?" and wants to finally say it out loud.
If you've ever watched a 46-slide deck and thought "none of this matters" — this book was written for you.
About the author
Francis Skipper. 24 years in agency operations. Former chef, former chemist, builder of AI systems, author of the framework that powers all of it. The SFW lens started as a red pen on a bad deck. It became the system behind everything I build."