Ground Up is the private, one-to-one engagement people come to when reading the book, doing the membership, sitting in Overhaul — none of it is enough anymore. Ninety days with Keith. Everything on the table. A version of you that is actually yours by the end.
Ground Up is not for people starting out on identity work. It is for people who have been at this for a while — who have read the books, done the therapy, been in the mastermind, taken the certification — and are quietly aware that the version of them driving their life is the same version that has been driving it for a decade. And they are done with that.
Ground Up is designed as one arc in three phases. Each phase has its own weight and its own work. The exact texture of your ninety days is built with you — but the shape is deliberate, and it holds.
A private, unhurried look at the identity that has actually been running your life — not the one you would describe on stage. We map the strengths honestly, name the patterns that have been quietly costing you, and get to the version of you that is underneath the one you are usually being. Weekly private sessions with Keith. Written work between calls. No fixing yet. Just the truth.
Design the version of you that actually gets the outcomes you want — in your work, your relationships, your body, your money, the quiet parts nobody sees. Not aspirational. Specific. Testable. Written down. This phase is where the architecture of the new identity gets built, piece by piece, in the room with Keith.
The new identity meets your actual life — the board meeting, the marriage, the health decision, the money conversation, the difficult client, the moment you would normally disappear. We run it, we debrief it, we tune it. By day 90 it is not a project you are working on. It is who you are running as. And it is yours to keep.
Twelve deep, private sessions with Keith across the ninety days. Not group calls, not office hours. Full attention, on your actual work, in a room built for it.
A direct line to Keith between sessions for the moments the work happens in real time — the conversation you are about to have, the decision you are about to make, the interrupt you need to test in the room.
At the end of the ninety days you have a written architecture of who you are choosing to be — specific enough that you can run it, tune it, and hand a piece of it to a partner or a team without them having to guess.
Work, relationships, body, money, the quiet parts. Ground Up does not partition your life into "the professional part we can talk about." Everything gets to be in the room.
For clients who want it, part of Ground Up can be done in person — a two-day intensive in the middle of the arc that often compresses months of work into one long weekend. Talked through on the fit call.
Everything said in the room stays in the room. No case studies without your written invitation, no name-dropping, no soft references. This work needs the room to be safe. It is.
Five questions. Sent straight to Keith. Not shared with anyone.
Usually within a few business days. If it is a fit, you get a note back with a link to book a private fit call.
Forty-five minutes. Both directions. Ground Up only works when both of you are convinced it is the right room. Nobody is sold to on this call.
Terms, timeline, and the first session are set on the fit call. If it is not a fit, Keith will tell you where the better door is.
A few honest sentences beat a polished essay. If Ground Up is the right room for what you are navigating, the fastest way to find out is to send this.
Ninety days pass either way. Ground Up is the option to spend them deliberately, with someone whose only job for the next three months is to see you clearly and help you build who you actually want to be running as.