The Simple Company
The Expertise Map
Turn 20 years of expertise into a methodology you can teach, sell, and scale.
Hey, I'm Justin Wise.
I help experts, founders, consultants, and service providers document the methodology that's been hiding in their heads for years so they can finally teach it, sell it, and scale it without being in the room.
Before this, I spent years coaching hundreds of business owners on marketing, offers, and systems. But somewhere along the way, I noticed something off.
The smartest people in the room almost never had a documented methodology.
They had 10, 15, sometimes 20 years of deep expertise. They could solve problems their clients couldn't solve. They walked into a room and knew what was wrong before anyone opened their mouth.
But when someone asked "What's your methodology?" they said some version of this:
That's the problem. Not because the expertise isn't real. It is. But the methodology IS there. It's in the stories they keep telling. The questions they always get asked. The process they run without thinking about it.
It's locked in their head. And as long as it stays there, they can't teach it. They can't scale it. They can't sell it without being in the room.
I know because I had the same problem. So I ran my own process on myself. What came out: 28 named frameworks. A 4-tier methodology. 18 case studies. 19 teaching moves I'd been using for years without realizing it. A complete curriculum.
All of it was already there. I just couldn't see it.
If you've got deep expertise that nobody can see, including you, and you're ready to finally document, package, and scale what you actually know, you're in the right place.
— Justin
Kind Words From Great Folks
What Leaders Say About Justin
"Justin Wise is a marketing genius."Mike Michalowicz — Bestselling author, built two multi-million-dollar companies by age 35
"Justin understands the power of social media and the benefits that come when used correctly."Michael Hyatt — WSJ bestselling author, former CEO of Thomas Nelson, founder of Full Focus
"Justin has a great way of bringing thoughts and ideas into action with a distinct plan for moving forward."Dr. John Townsend — NYT bestselling author, psychologist, 30+ books sold worldwide
"Working with Justin has been remarkable. He was able to see the missing glue to bring it all together. Thanks to him we are now driving consistent leads."Clayton Morris — Host of Investing in Real Estate podcast, founder of Morris Invest
The Process
How It Works
I Watch You Work
You don't describe your process to me. You DO your process while I watch. That's the difference between an interview and an extraction. Most of what you know, you can't explain. But you CAN demonstrate it.
I Extract What You Can't See
The frameworks you teach without naming. The decisions you make without thinking. The stories you've told a hundred times because they work. I pull all of it out and organize it into a methodology that's been hiding in plain sight.
You See It For the First Time
You get your complete Expertise Map. Named. Structured. Ready to use. The reaction is always the same: "I didn't realize I was already doing all of this." That's the extraction.
You Learn How to Sell It
We turn your extracted methodology into an offer stack, a teaching system, and a positioning strategy that finally matches your actual level of expertise.
Deliverables
What You Walk Away With
Named Framework Library
Every framework you teach, named and tiered by importance. In YOUR language, not mine.
Decision Process Map
How you evaluate, diagnose, and decide. Documented so others can follow it.
Story Catalog
Your best stories, structured for teaching and selling. The ones you keep telling because they work.
Teaching Moves Playbook
HOW you actually coach and consult, documented as repeatable moves.
Question Map
The questions clients always ask, paired with your best answers.
Positioning Statement
Who you help, how, and why you're different. In YOUR voice.
Offer Stack Blueprint
Your expertise mapped to a product ladder. What to charge, at what levels. The whole thing.
So What Can You Do With This?
Here's What Changes
Raise Your Prices
Your Positioning Statement and Offer Stack give you the language to charge what you're actually worth.
Write Content Effortlessly
Your Story Catalog and Framework Library give you a year's worth of posts, keynotes, and emails already structured.
Stop Being the Bottleneck
Your Teaching Moves Playbook means someone else can deliver your methodology. You don't have to be in the room.
Launch a Course or Program
Your Framework Library IS the curriculum. Named, tiered, sequenced. Not a concept. A thing you can sell.
Sell Without Selling
Your Question Map and Positioning Statement power your sales page, your webinars, your team's pitch.
Book Stages
Named frameworks and structured stories make you a keynote speaker, not just "a consultant who also speaks."
Proof
Same Expertise. New Language.
Mitch Matthews — Dream Think Do
Success coach, keynote speaker, host of the Dream Think Do podcast (Top 0.5% globally). Decades of experience. Full client roster. Premium expertise. But something was still missing.
After his Expertise Map, Mitch shifted how he talked to match his actual level. The only thing that changed was his language. That's it.
The pattern is always the same. The expertise is already there. You just can't see it from the inside.
From Builder to Speaker
A senior developer with 15+ years of experience wanted to shift from building software to teaching and consulting. Deep expertise but no positioning and no strategy for making the transition.
After his Expertise Map, one idea emerged: host a small, invite-only dinner at an industry conference. One of those guests later invited him to speak at a major international tech conference.
One dinner. One relationship. One stage. The entire Expertise Map paid for itself before he left the conference.
"MIND BLOWING! Yes, I mean it."Michelle Scribner — CEO of Sum of All Numbers
Investment
Ready to See What's Been
Hiding in Your Head?
Who This Is NOT For
People without deep expertise. If you don't have 10+ years of real experience and real results, there's nothing to extract yet. Go get the reps.
People who want a methodology built from scratch. I extract what's already there. If it's not in your head yet, I can't pull it out.
People who aren't ready to be seen. The process requires you to let me see how you actually think and work. If that makes you uncomfortable, this isn't the right fit.
People looking for marketing tactics. This isn't a course. This is expertise architecture for people who already have the methodology but can't see it.
No Risk
Best Case vs. Worst Case
Best Case
You spend 30 days documenting the methodology you've been using for years without realizing it.
Your frameworks get names. Your decision process gets mapped. Your best stories get structured.
Your offers get repriced to match your actual level. One sale pays for the whole thing.
You start teaching, selling, and scaling what you already know. On your terms.
Worst Case
Maybe it's not for you. A few sessions in, you decide the timing's off or you're not ready.
Cool. No hard feelings.
You keep everything we've already extracted. You walk away with more clarity about your expertise than you've ever had.
Worst case? You tried. Zero regrets.
About
Who Is Justin Wise?
Founder of The Simple Company. Husband, Dad, Human.
Justin helps established experts turn years of invisible expertise into documented methodologies they can teach, sell, and scale. Through his Expertise Map process, he pulls out the frameworks, decision processes, and teaching moves that experts use every day but have never documented.
Before building his extraction methodology, Justin ran Think Digital, a fast-growth digital agency that managed millions in ad spend. He then built Simple Business, working with hundreds of business owners on offers, messaging, and systems.
Over time, he saw a pattern: the smartest people in the room almost never had a documented methodology. So he ran his own process on himself. He simplified everything, and watched his entire business transform.
When he's not extracting expertise from experts, Justin's at home in Iowa (by choice), where he lives with his wife and three kids.
The best methodology is already
in your head.
You just need someone who can see it.
THE SIMPLE COMPANY
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