Coaching call: Jay develops the premise of an entrepreneur and coach

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Oct 2, 2025

Michelle Florendo, a decision engineer and Stanford grad, explores the art of decision-making with Jay. They dive into the concept of a powerful premise and how it differentiates experts. Michelle shares her unique Relief Regret framework, emphasizing the importance of balancing emotion and structure in decisions. They discuss making decision frameworks accessible for everyone, and how to leverage emotions as valuable data. The conversation culminates in synthesizing a message ladder focused on regret-free decision-making and emotional clarity.

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ADVICE

Claim Your Own Framework

Build proprietary language or frameworks while honoring your field's giants.
Develop unique terms so you don't merely curate others' work.

ANECDOTE

Relief Regret Framework

Michelle invented a proprietary framework called Relief Regret to simplify decisions.
It helps people organize decisions without math and honors emotions as data.

INSIGHT

Ladder Your Message

Laddering your message uses three rungs: we want, we need, we hope.
Start broad, create urgency, then show the aspirational outcome.

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Very excited for this one, my friend: I'm releasing a recording of a coaching call I had with entrepreneur Michelle Florendo, who runs a business called Powered by Decisions. You'll hear us walk through frameworks you can use to turn messy or scattered thinking into a clear and differentiated premise Michelle can use to strengthen her messaging and thought leadership.

First, I share a primer on premise development. What's a premise, and what makes a premise effective?

Then, you'll hear the full call with me and Michelle.

Michelle is a decision engineer, which is an entire academic field of research and knowledge which frankly most of us need to understand more about!

This is a fascinating look inside my process with clients and the process of turning your expertise into repeatable, powerful IP.

Learn more about Michelle's work at poweredbydecisions.com.

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ABOUT ME

Hello! I'm Jay Acunzo. I help experts and service providers clarify their ideas and create sustainable momentum. Together, we turn your expertise into a distinct premise, clear message, owned IP, and signature speeches. Stop chasing attention. Become the one others seek.

You’ve done lots of things. Now it’s time to [be] a thing. It's time to stop chasing attention and become the one others seek.

Work with me 1:1, book me to speak, or explore free resources at jayacunzo.com

Now here's a technique called "laddering down your message" which I use with clients and my own message to the world. You can understand me in three simple phrases, in order. Try crafting your own!

Don't market more. Matter more. (<-- what we want; a moment to align with you)
Think resonance over reach. (<-- what we need, i.e. the premise I'm asserting)
Don't be the best. Be their favorite. (<-- what we hope, aka our aspirational outcome)

That's called "laddering your message," and it's something I help clients do as part of my 1:1 advisory process.

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