If It Doesn’t Drive Impact, It Doesn’t Matter. Welcome to SFW:UNlocked
I help agencies, founders, and operators cut through noise, simplify what matters, and build systems & AI solutions that actually move the business forward — not just the slide deck.
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The sfw:unlocked FramEwork
SFW means “So F***ing What?”
It’s the red pen I’ve taken to thousands of decks, meetings, campaigns, and strategies.
Because the hardest part of great marketing isn’t creativity or data or tools. It’s clarity. It’s knowing what matters — and ruthlessly dropping what doesn’t. SFW is a system for that. A system that helps you:
✔ Cut the noise and surface the real problem
✔ See the levers that actually move your business
✔ Build strategy that’s simple, logical, and provable
✔ Make decisions fast without sacrificing judgment
✔ Turn ideas into execution that sticks
✔ Communicate value with sharpness that clients actually understand
If you’re tired of vibe-based marketing and PowerPoint theater, SFW will feel like oxygen.
SFW?
I’m Francis Skipper — AI Entrepreneur, seasoned digital operator, fractional exec, and recovering agency veteran who’s spent 20+ years scaling teams, fixing broken marketing, and dragging PowerPoint-obsessed organizations back to reality.
I’ve led digital transformation for agencies, challenger brands, and founders who want one thing:
Marketing that actually works. Not marketing that just looks like work.
That’s why I built the SFW Framework.
Why SFW Works
Because SFW forces the uncomfortable questions:
“What problem are we really solving?”
“So f***ing what if we do this?”
“What changes if we don’t?”
Most teams don’t ask these.
The smart ones do.
The smartest ones build systems that ask these questions every day — and scale faster because of it.
How Agencies Start with SFW
A clear path — not a leap of faith
Not every agency is ready to install AI systems on day one. That’s expected.
SFW is designed as a progression, so you can build clarity and confidence before committing to bigger changes.
Step 1: SFW AI Field Kits (Tier 1)
Low-risk, practical entry points
AI Field Kits are small, focused systems that let agencies use AI in real workflows — without reorganizing teams or buying software.
They’re built to:
Introduce AI safely
Test what actually sticks
Eliminate friction in everyday work
If you’re curious but cautious, this is where most agencies start.
Step 2: SFW Workshops (Tier 2)
Clarity before commitment
Workshops are designed for agency leaders who want to understand why AI efforts stall — and where leverage actually lives — before installing systems.
They help teams:
Diagnose real constraints
Avoid expensive mistakes
Decide whether Tier 3 even makes sense (yet)
If you don’t want to guess, this is the fastest way to get clear.
Tier 3: The SFW Agency Transformation System
Installed AI Systems for Agencies Ready to Stop Experimenting
If you run an agency, you don’t need another framework collecting dust.
You need operational clarity — and systems that hold up once AI becomes business-critical.
The SFW Agency Transformation System is a structured, system-first engagement designed to help agencies:
✔ Cut through internal noise
✔ Align sales, strategy, and delivery
✔ Accelerate execution with practical AI systems
✔ Improve retention, upsell, and deal velocity
✔ Replace “we should” with “this is how it works now”
This isn’t AI theater.
It’s infrastructure.
How It Works
For most agencies, this starts with installed systems — not bespoke consulting.
That includes:
Content automation & acceleration systems
New Biz Prospect intelligence and deal prep
Reporting insights and decision support
These systems are designed to:
Fit real agency workflows
Reduce reliance on heroics
Scale judgment, not just output
See how the SFW Agency Transformation System works
If you run an agency, you don’t need another framework collecting dust.
You need a system that:
✔ Cuts through internal noise
✔ Creates clarity across teams
✔ Aligns sales, strategy, and delivery
✔ Improves client retention and upsell
✔ Accelerates execution with smart AI workflows
✔ Builds a culture of decisive operators — not deck-polishers
This is the SFW Agency Transformation System:
A practical, sleeves-rolled-up engagement designed to unlock real traction fast.
I work directly with founders, principals, and leadership teams to install SFW thinking, build custom AI systems, reboot positioning, and scale operational momentum.
Interested in transforming your agency?
Not ready for installed systems? Start with SFW Field Kits — a low-risk way to introduce AI into your agency.
LATEST SUBSTACK POSTS
Fresh Thinking. Sharp Edges. Zero Bullsh*t.
Each week I publish SFW-style breakdowns, frameworks, prompts, and field notes for people who give a damn about doing work that matters.
SFW:Unlocked — The Book
The Framework That Changes How You Think, Work, and Lead.
Part playbook.
Part operator’s manual.
Part wake-up call.
The SFW:Unlocked book gives you the mental models, exercises, swipe files, and
decision frameworks to cut through noise, build momentum, and deliver work that actually drives change.
Inside you’ll find:
✔ Practical tools and worksheets
✔ Real client stories and agency lessons
✔ Swipe files and templates you can use today
✔ Sharp, honest truths about what works (and what absolutely doesn’t)
✔ A system for making faster, better decisions
Coming soon — get updates via Substack.
Contact Us
IHave a project? Want to work together? Curious about transforming your agency or team?
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