WILLIE'S
SURFBOARD WAX

Heads up Willie's is a worked example, not a real brand.

One disclosure, then we move on. Willie's Surfboard Wax doesn't exist. Kai Holokai isn't a real person. Puka Cove is not on any map. Three reasons we did it this way:

1. Client confidentiality. I can't post a real client's strategy, customer data, or full year of content publicly. Real client work stays private. So I built one I could share.
2. Setting expectations. Better to be upfront here than have you halfway through the workbook wondering whether Kai is on Twitter.
3. Research vs real-world. Everything you'll see was built from industry research alone — no real customer to draw from. With your actual business — your customers, your story, your experience — we'd build something sharper. The demo sets the floor.

Beyond this note, the rest of the site reads as if Willie's were real, because the process is. Same depth of strategy, same length of content, same audit trail of decisions. Click around and judge it on its work.