Retire the door metaphor: "before it's gone" / "leaves with them" / "moves on"

Covers loss as well as retirement (IAS lost its most knowledgeable person).
Hero, statement body, capture card, og/twitter descriptions.

Co-Authored-By: Claude Opus 4.8 <noreply@anthropic.com>

continuity-audit.html

@@ -4,10 +4,11 @@
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1">
 <title>The Continuity Audit | ShopWisdom</title>
-<meta name="description" content="Find out exactly where your shop is exposed. The Continuity Audit is a fixed-fee diagnostic: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of your business — with a plain-English report and roadmap you keep.">
+<meta name="description" content="Find out exactly where your business is exposed. The Continuity Audit is a fixed-fee diagnostic: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of your business — with a plain-English report and roadmap you keep.">
-<link rel="preconnect" href="https://fonts.googleapis.com">
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+<link rel="preload" href="assets/fonts/lora-400.woff2" as="font" type="font/woff2" crossorigin>
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@@ -24,7 +25,7 @@
 <meta property="og:image:alt" content="ShopWisdom — your best people are retiring. Their know-how doesn't have to.">
 <meta name="twitter:card" content="summary_large_image">
 <meta name="twitter:title" content="The Continuity Audit | ShopWisdom">
-<meta name="twitter:description" content="A fixed-fee diagnostic of where your shop is exposed when a key person leaves — with a plain-English risk report and roadmap you keep.">
+<meta name="twitter:description" content="A fixed-fee diagnostic of where your business is exposed when a key person leaves — with a plain-English risk report and roadmap you keep.">
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@@ -36,9 +37,9 @@
       "name": "The Continuity Audit",
       "serviceType": "Business continuity risk assessment for manufacturers",
       "url": "https://shopwisdom.ca/continuity-audit.html",
-      "description": "A fixed-fee diagnostic for Canadian manufacturers — a few focused hours with your team to find exactly where the business is exposed when a key person leaves: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of the business — delivered as a plain-English risk report and roadmap you keep.",
+      "description": "A fixed-fee diagnostic for manufacturers — a few focused hours with your team to find exactly where the business is exposed when a key person leaves: who holds the critical know-how, what it would cost you if they left, and what it's doing to the value of the business — delivered as a plain-English risk report and roadmap you keep.",
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@@ -64,7 +65,8 @@
 
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   <a class="nav-logo" href="index.html#top" aria-label="ShopWisdom — home">
-    <span class="nav-wordmark">Shop<span>Wisdom</span></span>
+    <img class="nav-logo-img nav-logo-light" src="assets/logo/logo-horizontal.svg" alt="ShopWisdom" width="214" height="36" />
+    <img class="nav-logo-img nav-logo-dark" src="assets/logo/logo-horizontal-rev.svg" alt="" aria-hidden="true" width="214" height="36" />
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@@ -97,7 +99,7 @@
   <section class="hero band light" data-bg="light">
     <div class="wrap hero-wrap"><div class="hero-col">
       <p class="eyebrow">Start here · a fixed&#8209;fee diagnostic</p>
-      <h1>Find out exactly where your shop is <em>exposed.</em></h1>
+      <h1>Find out exactly where your business is <em>exposed.</em></h1>
       <p class="lead">The Continuity Audit is the first step: a clear, honest read on whose knowledge your business depends on — and what it would cost you to lose them.</p>
       <div class="actions">
         <a class="btn" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a fit call — free, no pitch</a>
@@ -150,7 +152,7 @@
       <ol class="steps">
         <li>
           <h3>A free fit call</h3>
-          <p>A short conversation to make sure an audit is the right starting point for you. If it isn't, I'll say so.</p>
+          <p>A short conversation to make sure an audit is the right starting point for you. If it isn't, we'll say so.</p>
         </li>
         <li>
           <h3>Time with your team</h3>
@@ -172,10 +174,10 @@
     <div class="wrap narrow reveal">
       <p class="eyebrow">Start a conversation</p>
       <h2>See where you <em>stand.</em></h2>
-      <p>Start with a free fit call. Describe your shop — even roughly — and we'll figure out whether an audit makes sense for you.</p>
+      <p>Start with a free fit call. Describe your business — even roughly — and we'll figure out whether an audit makes sense for you.</p>
       <p class="actions center">
         <a class="btn" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a fit call</a>
-        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Continuity%20Audit%20—%20Shop%20Wisdom">Email Michael</a>
+        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Continuity%20Audit%20—%20ShopWisdom">Email Michael</a>
         <a class="btn link tel" data-p1="778" data-p2="985" data-p3="6736" href="tel:+17789856736">Call 778&#8209;985&#8209;OPEN (6736)</a>
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       <p class="promise">The first call is free and commits you to nothing.</p>
@@ -186,24 +188,19 @@
 
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-    </svg>
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-      <p class="footer-wordmark">Shop<span>Wisdom</span></p>
+      <img class="footer-logo-img" src="assets/logo/logo-horizontal-rev.svg" alt="ShopWisdom" width="95" height="16" />
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-      <p class="footer-note">Built with care and AI · Work owned by its clients · Hosted in Beauharnois, Québec — your data stays in Canada.</p>
+      <p class="footer-note">Built with care and AI · Work owned by its clients · Proudly Canadian.</p>
-      <p class="footer-copy">Shop Wisdom and Open Communications are practices of Open Communications, owned and operated by Michael Victory · British Columbia, Canada</p>
+      <p class="footer-copy">ShopWisdom and Open Communications are practices owned and operated by Michael Victory · British Columbia, Canada</p>
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index.html

@@ -3,8 +3,8 @@
 <head>
 <meta charset="utf-8">
 <meta name="viewport" content="width=device-width, initial-scale=1">
-<title>Shop Wisdom | Keep What Your Best People Know — for Canadian Manufacturers</title>
+<title>ShopWisdom | Keep What Your Best People Know — for Manufacturers</title>
-<meta name="description" content="Your best people are retiring. I help Canadian manufacturers capture the know-how that lives in a few heads, build it into systems the whole shop can run on, and stay on to keep it that way. You own everything — and it stays in Canada.">
+<meta name="description" content="Your best people are retiring. We help manufacturers with production shops capture the know-how the business runs on — quoting, pricing, orders — and build it into systems you own outright. No hype, no lock-in.">
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@@ -17,7 +17,7 @@
 <meta property="og:type" content="website">
 <meta property="og:site_name" content="ShopWisdom">
 <meta property="og:title" content="ShopWisdom — keep what your best people know">
-<meta property="og:description" content="Your best people are retiring. I help Canadian manufacturers capture the know-how that lives in a few heads and build it into systems the whole shop can run on — before it walks out the door.">
+<meta property="og:description" content="Your best people are retiring. We capture the know-how your business runs on — quoting, pricing, orders — and build it into systems you own outright, before it's gone.">
 <meta property="og:url" content="https://shopwisdom.ca/">
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 <meta property="og:image:alt" content="ShopWisdom — your best people are retiring. Their know-how doesn't have to.">
 <meta name="twitter:card" content="summary_large_image">
 <meta name="twitter:title" content="ShopWisdom — keep what your best people know">
-<meta name="twitter:description" content="Knowledge continuity for Canadian manufacturers — before it walks out the door.">
+<meta name="twitter:description" content="Knowledge continuity for manufacturers — before it's gone.">
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       "image": "https://shopwisdom.ca/og-card.png",
       "slogan": "Keep what your best people know.",
-      "description": "Knowledge continuity for Canadian manufacturers: Shop Wisdom captures the know-how that lives in a retiring veteran's head and builds it into systems the whole shop can run on — before it walks out the door.",
+      "description": "Knowledge continuity for manufacturers: ShopWisdom captures the know-how that lives in a retiring veteran's head — quoting, pricing, orders, customer history — and builds it into systems the whole business can run on. Clients own everything; Canadian hosting available end-to-end.",
       "email": "michael@opencommunications.consulting",
       "telephone": "+1-778-985-6736",
-      "areaServed": { "@type": "Country", "name": "Canada" },
+      "areaServed": [{ "@type": "Country", "name": "Canada" }, { "@type": "Country", "name": "United States" }],
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@@ -59,15 +59,15 @@
       "image": "https://shopwisdom.ca/og-card.png",
       "serviceType": "Knowledge continuity and succession planning for manufacturers",
       "provider": { "@id": "https://shopwisdom.ca/#organization" },
-      "areaServed": { "@type": "Country", "name": "Canada" },
+      "areaServed": [{ "@type": "Country", "name": "Canada" }, { "@type": "Country", "name": "United States" }],
-      "audience": { "@type": "BusinessAudience", "audienceType": "Canadian building-materials manufacturers with a retiring key person" },
+      "audience": { "@type": "BusinessAudience", "audienceType": "Building-materials manufacturers with a retiring key person" },
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           { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Knowledge Capture & Systems", "description": "Sit with your best people, draw out the judgment in their heads, and build it into documented, trained systems the whole crew can run — without first cleaning up decades of spreadsheets." } },
-          { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "System Care — Continuity Partner", "description": "A recurring retainer: tools hosted on a Canadian sovereign server with regular check-ups (quarterly, monthly, or weekly), new tech folded in, and the next key person captured before they leave. You own everything." } }
+          { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "System Care — Continuity Partner", "description": "A recurring retainer — your continuity partner: tools hosted and kept healthy with regular check-ups (quarterly, monthly, or weekly), new tech folded in, and the next key person captured before they leave. You own everything; Canadian hosting available." } }
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@@ -93,7 +93,7 @@
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       "@id": "https://shopwisdom.ca/#webpage",
       "url": "https://shopwisdom.ca/",
-      "name": "Shop Wisdom | Keep What Your Best People Know — for Canadian Manufacturers",
+      "name": "ShopWisdom | Keep What Your Best People Know — for Manufacturers",
       "isPartOf": { "@id": "https://shopwisdom.ca/#website" },
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@@ -142,9 +142,9 @@
   <section class="hero band light" data-bg="light">
     <video class="hero-video" autoplay muted loop playsinline preload="none" poster="assets/hero/hero-poster.jpg" aria-hidden="true" data-src-desktop="assets/hero/hero.mp4" data-src-mobile="assets/hero/hero-mobile.mp4"></video>
     <div class="wrap hero-wrap"><div class="hero-col">
-      <p class="eyebrow">Knowledge continuity · for Canadian manufacturers</p>
+      <p class="eyebrow">Knowledge continuity · for the office that runs the shop</p>
       <h1>Your best people are retiring. Their know&#8209;how doesn't <em>have to.</em></h1>
-      <p class="lead">I don't just install AI. Before your best people walk out the door, I turn the pricing instincts, the fixes, the hard&#8209;won judgment in their heads into systems your whole shop can run on — and I stay on to keep it that way.</p>
+      <p class="lead">We don't just install AI. Before it leaves with them, we turn the pricing instincts, the fixes, the hard&#8209;won judgment in their heads into systems your whole business can run on — and we stay on to keep them that way.</p>
       <div class="actions">
         <a class="btn" href="https://cal.shopwisdom.ca/michaelvictory/20-min-shop-wise-meeting" data-cal-link="michaelvictory/20-min-shop-wise-meeting" data-cal-origin="https://cal.shopwisdom.ca" data-cal-config='{"theme":"light"}'>Book a fit call — free, no pitch</a>
         <a class="btn link" href="#results">See client results</a>
@@ -156,30 +156,30 @@
   <section class="band dark statement" data-bg="dark" id="moment">
     <div class="motif" aria-hidden="true"></div>
     <div class="wrap narrow reveal">
-      <p class="eyebrow">The moment your shop is in</p>
+      <p class="eyebrow">The moment your business is in</p>
-      <h2 class="statement-line">The real work runs on what lives in two or three people's heads. And those heads are <em>heading for the door.</em></h2>
+      <h2 class="statement-line">The real work runs on what lives in two or three people's heads. And those heads are <em>moving on.</em></h2>
-      <p>The veteran who knows how a quote really comes together, which customer needs what, the pricing call nobody else can make — it's never been written down. Here's the part nobody likes to say out loud: a business that lives in a few people's heads is worth less the day you go to sell it. Buyers see the risk even when you don't. So do your best customers — the first time a job goes sideways after someone walks out the door.</p>
+      <p>The veteran who knows how a quote really comes together, which customer needs what, the pricing call nobody else can make — it's never been written down. Here's the part nobody likes to say out loud: a business that lives in a few people's heads is worth less the day you go to sell it. Buyers see the risk even when you don't. So do your best customers — the first time a job goes sideways after someone moves on.</p>
       <p class="emph">This isn't a technology problem. It's a continuity problem — and it's fixable.</p>
     </div>
   </section>
 
   <section class="band light" data-bg="light">
     <div class="wrap reveal">
-      <p class="eyebrow">How I work</p>
+      <p class="eyebrow">How we work</p>
-      <h2>I work differently — <em>on purpose.</em></h2>
+      <h2>We work differently — <em>on purpose.</em></h2>
       <p class="section-intro">The default — automation to cut headcount, AI as a sales pitch, delivered through tools you'll never own — leaves owners anxious and good people sidelined. That's not this.</p>
       <div class="cards four stagger">
         <div class="card">
           <h3>People stay essential</h3>
-          <p>Used well, modern tools make your people more capable, not less needed. I design systems that respect the judgment your team has earned.</p>
+          <p>Used well, modern tools make your people more capable, not less needed. We design systems that respect the judgment your team has earned.</p>
         </div>
         <div class="card">
           <h3>Wisdom over speed</h3>
-          <p>Wisdom is a slower technology than intelligence. I work at the pace good work needs, not the pace the hype cycle demands.</p>
+          <p>Wisdom is a slower technology than intelligence. We work at the pace good work needs, not the pace the hype cycle demands.</p>
         </div>
         <div class="card">
           <h3>You own everything</h3>
-          <p>Every system I build is yours — hosted on Canadian soil, fully documented. Your data never leaves the country, and nothing locks you in.</p>
+          <p>Every system we build is yours — fully documented, free of lock&#8209;in, hosted where you want it. If keeping your data in Canada matters to you, we do that end&#8209;to&#8209;end.</p>
         </div>
         <div class="card">
           <h3>One person, accountable</h3>
@@ -192,31 +192,31 @@
   <section class="band light" data-bg="light" id="work">
     <div class="wrap reveal">
       <p class="eyebrow">The work</p>
-      <h2>Keep what they know. <em>Then</em> build it into the shop.</h2>
+      <h2>Keep what they know. <em>Then</em> build it into the business.</h2>
-      <p class="section-intro">Three steps: find out where you're exposed, fix it, and keep it handled. Every engagement starts by understanding your actual problem before I suggest a thing.</p>
+      <p class="section-intro">Three steps: find out where you're exposed, fix it, and keep it handled. We work where the know&#8209;how lives — quoting, pricing, orders, customer history — the office side that runs the place. Every engagement starts by understanding your actual problem before we suggest a thing.</p>
       <div class="cards stagger">
         <div class="card">
           <span class="step-k">Start here · Diagnose</span>
           <h3>The Continuity Audit</h3>
-          <p>I spend a few focused hours with your team — the people who run the quotes, pricing, and orders — and find exactly where you're exposed: who holds what, what it would cost you if they left tomorrow, and what it's doing to the value of your business. You get a plain&#8209;English risk report and a roadmap. Fixed fee. Nothing to install.</p>
+          <p>We spend a few focused hours with your team — the people who run the quotes, pricing, and orders — and find exactly where you're exposed: who holds what, what it would cost you if they left tomorrow, and what it's doing to the value of your business. You get a plain&#8209;English risk report and a roadmap. Fixed fee. Nothing to install.</p>
-          <p class="outcome">You walk away knowing where your shop is exposed — and what to do about it.</p>
+          <p class="outcome">You walk away knowing where your business is exposed — and what to do about it.</p>
           <a class="card-link" href="continuity-audit.html">How the audit works →</a>
         </div>
         <div class="card">
           <span class="step-k">Fix · Capture &amp; build</span>
           <h3>Capture it — and make it usable</h3>
-          <p>I sit down with your best people, draw out what's in their heads, and build it into systems the whole crew can actually use — documented, trained, and built to last. You don't need to clean up thirty years of spreadsheets first: that mess <strong>is</strong> the knowledge, and waiting for perfect data is how it gets lost. The modern tools do the heavy lifting so it's fast and affordable — but a screen-recorder only captures the clicks. The part that matters is human, and it's the part that walks out the door: getting your veteran to open up, and capturing the judgment behind the work, not just the steps.</p>
+          <p>We sit down with your best people, draw out what's in their heads, and build it into systems the whole crew can actually use — documented, trained, and built to last. You don't need to clean up thirty years of spreadsheets first: that mess <strong>is</strong> the knowledge, and waiting for perfect data is how it gets lost. The modern tools do the heavy lifting so it's fast and affordable — but a screen-recorder only captures the clicks. The part that matters is human, and it's the part that leaves with them: getting your veteran to open up, and capturing the judgment behind the work, not just the steps.</p>
           <p class="outcome">The day your best person retires, the work doesn't stop.</p>
         </div>
         <div class="card feature">
           <span class="step-k">Keep it handled · Recurring</span>
-          <span class="card-tag">System Care</span>
+          <span class="card-tag">System Care · Continuity Partner</span>
-          <h3>Your tools, kept running — on Canadian soil</h3>
+          <h3>Your tools, kept running — and never falling behind</h3>
-          <p>Everything I build lives in your own space on my Canadian sovereign server — hosting, infrastructure, and running costs handled. From there I keep it healthy with regular check&#8209;ups — quarterly, monthly, or weekly, depending on how hard you lean on it — and flag the new tech worth folding in, so it never quietly falls behind. When a key person heads for the door, I help capture the next one too. You own everything; walk away anytime and it all comes with you.</p>
+          <p>Think of it as a continuity partner on retainer. Everything we build lives in its own managed space — hosting, infrastructure, and running costs handled, on Canadian servers if that matters to your business. We keep it healthy with regular check&#8209;ups — quarterly, monthly, or weekly, depending on how hard you lean on it — and flag the new tech worth folding in. When the next key person moves on, we capture what they know too. You own everything; walk away anytime and it all comes with you.</p>
-          <p class="outcome">The system stays alive, current, and improving — never frozen the day I leave.</p>
+          <p class="outcome">The system stays alive, current, and improving — with a partner who already knows how your business thinks.</p>
         </div>
       </div>
-      <p class="reassure">Everything I build comes with full documentation and a handover session. You'll never be dependent on me to keep it running.</p>
+      <p class="reassure">Everything we build comes with full documentation and a handover session. Independence is built in — System Care is there when you'd rather have a partner on call.</p>
     </div>
   </section>
 
@@ -224,7 +224,7 @@
     <div class="wrap reveal">
       <p class="eyebrow">Client results</p>
       <h2>What "build it into a system" <em>actually</em> looks like.</h2>
-      <p class="section-intro">Real projects for real Canadian shops — the before and after of taking knowledge that lived in a spreadsheet (and one person's head) and turning it into a tool the whole team can use.</p>
+      <p class="section-intro">Real projects for real manufacturers — the before and after of taking knowledge that lived in a spreadsheet (and one person's head) and turning it into a tool the whole team can use.</p>
       <div class="cases">
 
         <div class="case">
@@ -282,9 +282,9 @@
     <div class="wrap narrow reveal">
       <p class="eyebrow">The honest part</p>
       <h2>The hard part isn't the paperwork. <em>It's people.</em></h2>
-      <p>Most attempts at this quietly stall — and rarely because of the tools. <a href="https://www.bcg.com/featured-insights/the-leaders-guide-to-transforming-with-ai" target="_blank" rel="noopener">BCG's research</a> across hundreds of AI programs puts the recipe at 10% algorithms, 20% technology, and 70% people and process. The 70% is the part almost everyone skips. Most shops have already learned it the hard way: there's a binder somewhere — half&#8209;finished, on a shelf, out of date the week it was printed. It didn't fail because the writing was bad. It failed because getting a veteran to hand over what he knows, and getting a shop to actually change how it works, is a people problem, not a paperwork one. Your best people aren't holding back to be difficult — they're protecting the thing that's made them irreplaceable for thirty years.</p>
+      <p>Most attempts at this quietly stall — and rarely because of the tools. <a href="https://www.bcg.com/featured-insights/the-leaders-guide-to-transforming-with-ai" target="_blank" rel="noopener">BCG's research</a> across hundreds of AI programs puts the recipe at 10% algorithms, 20% technology, and 70% people and process. The 70% is the part almost everyone skips. Most teams have already learned it the hard way: there's a binder somewhere — half&#8209;finished, on a shelf, out of date the week it was printed. It didn't fail because the writing was bad. It failed because getting a veteran to hand over what they know, and getting a team to actually change how it works, is a people problem, not a paperwork one. Your best people aren't holding back to be difficult — they're protecting the thing that's made them irreplaceable for thirty years.</p>
       <div class="handoff">
-        <p>That human side is exactly what my other practice, <a href="https://www.opencommunications.consulting/">Open Communications →</a>, is built for. Same business, same straight talk — one side works on the shop, the other works with the crew.</p>
+        <p>That human side is exactly what our sister practice, <a href="https://www.opencommunications.consulting/">Open Communications →</a>, is built for. Same business, same straight talk — one side builds the systems, the other works with the people.</p>
       </div>
     </div>
   </section>
@@ -297,11 +297,11 @@
       <ol class="steps">
         <li>
           <h3>A free fit call</h3>
-          <p>A short conversation to see if there's a match. You describe what's slowing you down; I give you an honest read on whether I can help. No pitch, no obligation. If it's not a fit, I'll tell you and point you somewhere that is.</p>
+          <p>A short conversation to see if there's a match. You describe what's slowing you down; we give you an honest read on whether we can help. No pitch, no obligation. If it's not a fit, we'll tell you and point you somewhere that is.</p>
         </li>
         <li>
           <h3>A paid discovery session</h3>
-          <p>If there's a fit, a focused 90&#8209;minute working meeting where we map the real problem, decide what's worth solving first, and outline what a solution looks like. You leave with a written recommendation — whether or not we work together further.</p>
+          <p>If there's a fit, a focused 90&#8209;minute working meeting where we map the real problem, decide what's worth solving first, and outline what a solution looks like. You leave with a written recommendation — whether or not we work together further. Fixed fee, agreed up front — and if a project follows, it comes off the bill.</p>
         </li>
         <li>
           <h3>A fixed&#8209;scope proposal</h3>
@@ -309,7 +309,7 @@
         </li>
         <li>
           <h3>A deliverable you own</h3>
-          <p>The work moves in short cycles with regular review. At the end it's hosted, documented, and yours — update it, share it, use it without ever calling me again. Unless you want to: ongoing support is available, never required.</p>
+          <p>The work moves in short cycles with regular review. At the end it's hosted, documented, and yours. Run it on your own, or keep us on call through System Care — a choice, never a requirement.</p>
         </li>
       </ol>
     </div>
@@ -320,22 +320,22 @@
       <p class="eyebrow">About</p>
       <h2>The person you'll <em>actually</em> be working with.</h2>
       <p class="about-name">Michael Victory — ShopWisdom</p>
-      <p>I've spent 25 years inside small and mid&#8209;sized businesses — including 13 building long&#8209;term partnerships across a dealer network, and the last several years helping non&#8209;technical people use modern tools well. I know what it looks like when good people are slowed down by tools that were never built for how they work — and what it costs a shop when the person who knew how everything ran finally retires.</p>
+      <p>I've spent 25 years inside small and mid&#8209;sized businesses — including 13 building long&#8209;term partnerships across a dealer network, and the last several years helping non&#8209;technical people use modern tools well. I know what it looks like when good people are slowed down by tools that were never built for how they work — and what it costs a business when the person who knew how everything ran finally retires.</p>
       <p>I started this practice because I kept seeing the same gap: the distance between what a business actually needs and what technology vendors were willing to build honestly and affordably. Most consultants either over&#8209;engineer the solution or under&#8209;explain the cost. I've been on the receiving end of both.</p>
-      <p>I use modern tools — including AI — to build faster and cheaper than traditional development, and I'll always tell you how something was built and what it can't do. No mystification, no inflated promises. And I'll tell you if you don't need me. That conversation costs nothing and saves everyone time.</p>
+      <p>I use modern tools — including AI — to build faster and cheaper than traditional development, and I'll always tell you how something was built and what it can't do. No mystification, no inflated promises. And I'd rather tell you that you don't need me than sell you something you won't use — that judgment is what the discovery session is for, and the written recommendation is yours to keep either way.</p>
     </div>
   </section>
 
   <section class="band light" data-bg="light" id="fit">
     <div class="wrap narrow reveal">
       <p class="eyebrow">Honest about fit</p>
-      <h2>I'm <em>not</em> for everyone.</h2>
+      <h2>We're <em>not</em> for everyone.</h2>
       <p class="section-intro">ShopWisdom is probably not the right fit if you're:</p>
       <ul class="notfor">
-        <li><strong>Looking to cut headcount through automation.</strong> AI used to make people redundant isn't what I do.</li>
+        <li><strong>Looking to cut headcount through automation.</strong> AI used to make people redundant isn't what we do.</li>
-        <li><strong>Shopping for a black box to rent forever.</strong> You own everything I build — hosted in your own space on Canadian soil, yours to take anytime. I'll keep it running and current if you want that (it's called System Care), but it's a choice, never a leash. I don't do lock&#8209;in.</li>
+        <li><strong>Shopping for a black box to rent forever.</strong> You own everything we build — yours to take anytime. We'll keep it running and current if you want that (that's System Care), but it's a choice, never a leash. We don't do lock&#8209;in.</li>
-        <li><strong>Shopping for a Super Bowl AI strategy.</strong> No hype, no transformation slides, no buzzwords. Just specific work with measurable outcomes.</li>
+        <li><strong>Shopping for a Super Bowl AI strategy or an AI pilot project.</strong> No hype, no transformation slides, no buzzwords — and no pilots that quietly die in IT. Just specific work with measurable outcomes.</li>
-        <li><strong>Facing people problems that run deeper than systems.</strong> Tools amplify what's already there. If trust is missing, software won't fix it — though that's exactly what my other practice, <a href="https://www.opencommunications.consulting/">Open Communications</a>, takes on.</li>
+        <li><strong>Facing people problems that run deeper than systems.</strong> Tools amplify what's already there. If trust is missing, software won't fix it — though that's exactly what our sister practice, <a href="https://www.opencommunications.consulting/">Open Communications</a>, takes on.</li>
       </ul>
       <p>If any of that is you, we're probably not a fit — and being honest now saves us both time.</p>
     </div>
@@ -344,13 +344,13 @@
   <section class="band light contact" data-bg="light" id="contact">
     <div class="wrap narrow reveal">
       <p class="eyebrow">Start a conversation</p>
-      <h2>Your know&#8209;how built this shop. Let's make sure it <em>stays</em> in it.</h2>
+      <h2>Your know&#8209;how built this business. Let's make sure it <em>stays</em> in it.</h2>
       <p>No pitch, no proposal until we've had a real conversation. Describe the friction — even roughly. The more context you share, the more useful our first call will be.</p>
 
       <form class="lf" data-endpoint="https://n8n.shopwisdom.ca/webhook/lead" data-source="shopwisdom" novalidate>
         <div class="lf-progress" aria-hidden="true"><span class="lf-dot is-active"></span><span class="lf-dot"></span><span class="lf-dot"></span></div>
         <fieldset class="lf-step is-active" data-step="1">
-          <legend class="lf-q">What's the situation in your shop?</legend>
+          <legend class="lf-q">What's the situation in your business?</legend>
           <div class="lf-choices">
             <label class="lf-choice"><input type="radio" name="topic" value="A key person is retiring soon" required> A key person is retiring soon</label>
             <label class="lf-choice"><input type="radio" name="topic" value="Know-how lives in a few heads"> Know-how lives in just a few heads</label>
@@ -360,25 +360,25 @@
           <div class="lf-nav"><button type="button" class="btn lf-next" data-next>Continue →</button></div>
         </fieldset>
         <fieldset class="lf-step" data-step="2">
-          <legend class="lf-q">Anything you want me to know? <span class="lf-opt">(optional)</span></legend>
+          <legend class="lf-q">Anything you want us to know? <span class="lf-opt">(optional)</span></legend>
           <textarea class="lf-input" name="detail" rows="3" placeholder="Even a rough sentence helps."></textarea>
           <div class="lf-nav"><button type="button" class="btn link lf-back" data-back>← Back</button><button type="button" class="btn lf-next" data-next>Continue →</button></div>
         </fieldset>
         <fieldset class="lf-step" data-step="3">
-          <legend class="lf-q">Where do I reach you?</legend>
+          <legend class="lf-q">Where do we reach you?</legend>
           <input class="lf-input" type="text" name="name" placeholder="Your name" required autocomplete="name">
           <input class="lf-input" type="email" name="email" placeholder="Email" required autocomplete="email">
           <input class="lf-input" type="tel" name="phone" placeholder="Phone (optional)" autocomplete="tel">
           <input type="text" name="company_website" class="lf-hp" tabindex="-1" autocomplete="off" aria-hidden="true">
           <div class="lf-nav"><button type="button" class="btn link lf-back" data-back>← Back</button><button type="submit" class="btn lf-submit">Send it →</button></div>
-          <p class="lf-err" hidden>Hmm — that didn't go through. Please <a href="mailto:michael@opencommunications.consulting">email me directly</a> and I'll get right back to you.</p>
+          <p class="lf-err" hidden>Hmm — that didn't go through. Please <a href="mailto:michael@opencommunications.consulting">email us directly</a> and we'll get right back to you.</p>
         </fieldset>
-        <div class="lf-done" hidden><p class="lf-done-msg">Got it — thanks. I read every message personally and usually reply within a business day.</p></div>
+        <div class="lf-done" hidden><p class="lf-done-msg">Got it — thanks. Michael reads every message personally and usually replies within a business day.</p></div>
       </form>
 
       <p class="lf-alt">Prefer to reach out directly?</p>
       <p class="actions center">
-        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Fit%20call%20—%20Shop%20Wisdom">Email Michael</a>
+        <a class="btn link" href="mailto:michael@opencommunications.consulting?subject=Fit%20call%20—%20ShopWisdom">Email Michael</a>
         <a class="btn link tel" data-p1="778" data-p2="985" data-p3="6736" href="tel:+17789856736">Call 778&#8209;985&#8209;OPEN (6736)</a>
       </p>
       <p class="promise">The first call is free and commits you to nothing.</p>
@@ -400,8 +400,8 @@
         <a href="#process">How it works</a>
         <a class="footer-oc-logo" href="https://www.opencommunications.consulting/" aria-label="Open Communications"><img src="assets/oc/oc-logo-wh.svg" alt="Open Communications"></a>
       </nav>
-      <p class="footer-note">Built with care and AI · Work owned by its clients · Hosted in Beauharnois, Québec — your data stays in Canada.</p>
+      <p class="footer-note">Built with care and AI · Work owned by its clients · Proudly Canadian.</p>
-      <p class="footer-copy">Shop Wisdom and Open Communications are practices of Open Communications, owned and operated by Michael Victory · British Columbia, Canada</p>
+      <p class="footer-copy">ShopWisdom and Open Communications are practices owned and operated by Michael Victory · British Columbia, Canada</p>
     </div>
   </div>
 </footer>

llms.txt

@@ -1,18 +1,18 @@
 # ShopWisdom
 
-> Shop Wisdom helps Canadian manufacturers keep the know-how that lives in a retiring veteran's head. We find where the business is exposed when a key person leaves, capture what your best people know, and build it into systems the whole shop can run on — hosted on Canadian soil and owned by you. Shop Wisdom is the systems side of Open Communications.
+> ShopWisdom helps manufacturers with production shops keep the know-how the business runs on — quoting, pricing, orders, customer history. We work on the office side that runs the place, not the fab stations. We find where the business is exposed when a key person leaves, capture what your best people know, and build it into systems the whole company can run on — owned by you, with no lock-in. ShopWisdom is the systems side of Open Communications.
 
 ## What we do
 - [The Continuity Audit](https://shopwisdom.ca/continuity-audit.html): a fixed-fee diagnostic of where the business is exposed when a key person leaves — who holds what, what it costs you if they go, and the effect on the value of the business — delivered as a plain-English risk report and roadmap.
 - Knowledge Capture & Systems: sit with your best people, draw out the judgment in their heads, and build it into documented, trained systems the whole crew can run. No need to clean up decades of spreadsheets first.
-- System Care (Continuity Partner): a recurring retainer that keeps your tools running on a Canadian sovereign server, captures the next key person before they leave, and folds in new tech worth using.
+- System Care (Continuity Partner): a recurring retainer — a continuity partner who keeps your tools running and current, captures the next key person before they leave, and folds in new tech worth using. Hosting and infrastructure handled; Canadian hosting available end-to-end if data residency matters to your business.
 
 ## Who it's for
-Canadian building-materials and manufacturing businesses — often selling through dealer or distributor networks — where revenue rides on one or two senior people who are near retirement, with no successor lined up.
+Building-materials and manufacturing businesses — often selling through dealer or distributor networks — where revenue rides on one or two senior people who are near retirement, with no successor lined up.
 
 ## Key facts
 - Founder and lead practitioner: Michael Victory. The person you talk to is the person doing the work.
-- Based in British Columbia, Canada; serves clients Canada-wide.
+- Based in British Columbia, Canada; serves clients across North America.
-- Everything built for you, you own — hosted in Canada (data sovereignty), no lock-in, cancel anytime.
+- Everything built for you, you own — no lock-in, cancel anytime. Canadian data residency available if it matters to your business.
 - The human / change-management side is the sister practice, [Open Communications](https://www.opencommunications.consulting/).
 - Contact: michael@opencommunications.consulting · 778-985-OPEN (6736)

og-card.svg

@@ -1,23 +1,23 @@
 <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1200 630" width="1200" height="630">
   <!-- ShopWisdom — social share card (1200x630). Rasterize to og-card.png to enable. -->
   <rect width="1200" height="630" fill="#faf7f2"/>
-  <rect x="0" y="0" width="1200" height="6" fill="#e89b1c"/>
+  <rect x="0" y="0" width="1200" height="6" fill="#1660c4"/>
 
   <!-- wordmark -->
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-    <tspan fill="#0f1729">Shop</tspan><tspan fill="#e89b1c">Wisdom</tspan>
+    <tspan fill="#0f1729">Shop</tspan><tspan fill="#1660c4">Wisdom</tspan>
   </text>
 
   <!-- eyebrow -->
-  <text x="82" y="280" font-family="'DM Sans', system-ui, sans-serif" font-size="21" letter-spacing="4" fill="#7a6f5d">FOR CANADIAN MANUFACTURERS &amp; PRODUCTION SHOPS</text>
+  <text x="82" y="280" font-family="'DM Sans', system-ui, sans-serif" font-size="21" letter-spacing="4" fill="#7a6f5d">FOR MANUFACTURERS WITH PRODUCTION SHOPS</text>
 
   <!-- headline -->
   <text x="78" y="362" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" fill="#0f1729">Your best people are retiring.</text>
-  <text x="78" y="442" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" font-style="italic" fill="#0f1729">Their know-how <tspan fill="#e89b1c">doesn&#8217;t have to.</tspan></text>
+  <text x="78" y="442" font-family="'DM Serif Display', Georgia, 'Times New Roman', serif" font-size="66" font-style="italic" fill="#0f1729">Their know-how <tspan fill="#1660c4">doesn&#8217;t have to.</tspan></text>
 
   <!-- footer band -->
   <rect x="0" y="558" width="1200" height="72" fill="#0f1729"/>
-  <circle cx="94" cy="595" r="7" fill="#e89b1c"/>
+  <circle cx="94" cy="595" r="7" fill="#1660c4"/>
   <text x="116" y="603" font-family="'DM Sans', system-ui, sans-serif" font-size="22" letter-spacing="2" fill="#faf7f2">shopwisdom.ca</text>
-  <text x="1120" y="602" text-anchor="end" font-family="'DM Sans', system-ui, sans-serif" font-size="17" letter-spacing="3" fill="#9aa3b2">HOSTED IN CANADA</text>
+  <text x="1120" y="602" text-anchor="end" font-family="'DM Sans', system-ui, sans-serif" font-size="17" letter-spacing="3" fill="#9aa3b2">YOU OWN EVERYTHING</text>
 </svg>

seo-dashboard.html

@@ -1,108 +0,0 @@
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-<html lang="en-CA">
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-<div class="wrap">
-  <h1>SEO &amp; performance</h1>
-  <p class="sub">shopwisdom.ca · opencommunications.consulting — live snapshot, 25 Jun 2026</p>
-
-  <div class="card">
-    <div class="head"><span class="dot"></span><span class="nm"><a href="https://shopwisdom.ca/">Shop Wisdom</a></span><span class="tag">shopwisdom.ca · live</span></div>
-    <div class="metrics">
-      <div class="mc"><div class="l">Response</div><div class="v">514 <span class="u">ms</span></div></div>
-      <div class="mc"><div class="l">Page weight</div><div class="v">37 <span class="u">KB</span></div></div>
-    </div>
-    <div class="meta"><span>1 H1</span><span>11 images</span><span>6 JS · 2 CSS</span><span class="pass">11 pass · 4 to improve</span></div>
-  </div>
-
-  <div class="card">
-    <div class="head"><span class="dot"></span><span class="nm"><a href="https://www.opencommunications.consulting/">Open Communications</a></span><span class="tag">opencommunications.consulting · live</span></div>
-    <div class="metrics">
-      <div class="mc"><div class="l">Response</div><div class="v">675 <span class="u">ms</span></div></div>
-      <div class="mc"><div class="l">Page weight</div><div class="v">31 <span class="u">KB</span></div></div>
-    </div>
-    <div class="meta"><span>1 H1</span><span>4 images</span><span>7 JS · 2 CSS</span><span class="pass">11 pass · 4 to improve</span></div>
-  </div>
-
-  <div class="card">
-    <div class="ch">SEO &amp; GEO signals</div>
-    <div class="csub">Read live from each site's HTML — same template, so these hold for both.</div>
-    <div class="pills">
-      <span class="pill">✓ HTTPS</span><span class="pill">✓ canonical</span><span class="pill">✓ index,follow</span>
-      <span class="pill">✓ lang en-CA</span><span class="pill">✓ single H1</span><span class="pill">✓ Open Graph</span>
-      <span class="pill">✓ Twitter card</span><span class="pill">✓ JSON-LD @graph</span><span class="pill">✓ sitemap.xml</span>
-      <span class="pill">✓ robots.txt</span><span class="pill">✓ llms.txt</span>
-    </div>
-    <div class="wrow"><span class="ic">!</span><div><b>Title runs long</b> — SW 76 / OC 77 chars. Google trims ~60, so the tail is cut in results.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>Meta description runs long</b> — SW 237 chars (OC similar). Trims ~155 in search snippets.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>No FAQ / FAQPage schema</b> — the top remaining win for rich results + AI answer citations.</div></div>
-    <div class="wrow"><span class="ic">!</span><div><b>Fonts render-blocking</b> — loaded from Google's CDN; self-hosting helps speed and sovereignty.</div></div>
-  </div>
-
-  <div class="card">
-    <div class="ch">Performance</div>
-    <div class="csub" style="margin-bottom:10px">Both are static HTML on the OVH box — fast first byte (SW 514 ms · OC 675 ms) and light pages (≤37 KB). The one real lever is the render-blocking Google-Fonts request. Full Core Web Vitals weren't captured here (PageSpeed rate-limited) — run them live:</div>
-    <div class="btns">
-      <a class="btn" href="https://pagespeed.web.dev/report?url=https%3A%2F%2Fshopwisdom.ca%2F">PageSpeed: Shop Wisdom →</a>
-      <a class="btn" href="https://pagespeed.web.dev/report?url=https%3A%2F%2Fwww.opencommunications.consulting%2F">PageSpeed: OC →</a>
-    </div>
-  </div>
-
-  <div class="card">
-    <div class="ch">Top fixes (both sites)</div>
-    <ul class="fixes">
-      <li><b>Add FAQ + FAQPage schema</b> — biggest remaining lever for rich results and AI citations.</li>
-      <li><b>Self-host the fonts</b> — removes the render-blocking Google request (speed + sovereignty).</li>
-      <li><b>Trim titles &amp; meta descriptions</b> — title under 60 chars, description under 155.</li>
-    </ul>
-  </div>
-
-  <p class="foot">Live data read from each site's served HTML + server response time.<br>Ask Claude to "refresh the SEO dashboard" to regenerate. Private page — not indexed.</p>
-</div>
-</body>
-</html>

sitemap.xml

@@ -2,13 +2,13 @@
 <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
   <url>
     <loc>https://shopwisdom.ca/</loc>
-    <lastmod>2026-06-25</lastmod>
+    <lastmod>2026-07-07</lastmod>
     <changefreq>monthly</changefreq>
     <priority>1.0</priority>
   </url>
   <url>
     <loc>https://shopwisdom.ca/continuity-audit.html</loc>
-    <lastmod>2026-06-25</lastmod>
+    <lastmod>2026-07-07</lastmod>
     <changefreq>monthly</changefreq>
     <priority>0.8</priority>
   </url>