Poindexter Labs
What do we need to know?
Research, leadership interviews and a review of customer feedback, public information and supporting evidence.
The organisational intelligence company
Talk to Sarah ↗Organisational intelligence for how you’re understood.
Intelligence. Strategy. Narrative. Delivery.
SJK Labs brings together organisational intelligence, positioning, Narrative Architecture and communications.
We turn intelligence into a clear strategy—then hand your team the keys or get to work alongside you.
CLIENTS WE’VE WORKED WITH
MEET NOSEY · OUR PROFESSIONALLY CURIOUS INVESTIGATOR
Nosey gets into
your business.
Orbiting the web. Spotting connections. Asking better questions.
Nosey is our professionally curious investigator. He looks for connections between what you say, do and prove, what customers are saying, and what humans and AI understand.
His job? Ask questions, follow clues and spot connections, contradictions and opportunities worth a closer look. Humans lead the research, interpretation and advice.
Meet Nosey ↗
WHAT WE LOOK AT
01 What you say
02 What you can prove
03 What the market hears
04 What AI reconstructs
THE EVIDENCE
AI systems do not repeat your website or marketing.
They draw on multiple sources, including websites, reporting and reviews. We examine the gaps between what you say, what you can prove, what the market hears and what AI reconstructs.
In our study of 50 B2B companies across ChatGPT, Gemini, Claude and Perplexity:
- 32/50
- Wrong or incomplete competitive frame
- 30/50
- Narrative or differentiation problem
- 23/50
- Entity recognition or wrong-company issue
- 17/50
- Proof that AI failed to surface
This is not an SEO problem.
HOW CAN WE WORK TOGETHER? WE CAN START HERE.
Don’t guess.
Test the story.
The AI Legibility Audit is one starting point within our wider organisational intelligence work. It tests how four AI systems describe your company and compares their answers with your positioning and public evidence, identifying what to investigate and improve.
Ask about the audit ↗AI LEGIBILITY AUDIT6 BUYER QUESTIONS × 4 AI SYSTEMS
What buyers ask
We ask the same six questions across ChatGPT, Gemini, Claude and Perplexity.
- 01What does this company do?
- 02Who is it for?
- 03What problem does it solve?
- 04What makes it different?
- 05Is it credible?
- 06Who are the main alternatives?
The Scriptwriter Test
Each answer is assessed against six dimensions. This matters because visibility is useless if your company is reconstructed inaccurately, generically or without proof.
01ClarityCan someone quickly understand what you do?
02AccuracyDoes the answer reflect the business as it actually is?
03DifferenceIs the reason to choose you distinct and memorable?
04Customer painDoes the story connect to a real buyer problem?
05ProofCan important claims be verified across the public footprint?
06Category fitAre you placed in the category you want to compete in?
Output: what is clear / what is missing / why the gap exists / what to change first
HOW WE WORK
From research
to delivery.
We investigate the business, agree the positioning, develop the narrative and deliver the communications. That can include messaging, written content, thought leadership, PR and campaigns. We then review the response and refine the work.
Our technology supports the research. Humans lead the strategy, creative work and delivery.
PHASETHE QUESTIONTHE WORK
What should you be known for?
Define the audience, proposition, competitive position and the evidence behind the claims.
How should the story work?
Develop the core narrative, messaging and proof structure for websites, sales materials, leadership and communications.
How do we put it into practice?
Create content, shape thought leadership and spokesperson material, and develop PR opportunities and campaigns.
What changed?
Review market and AI responses, repeat relevant diagnostics and refine the strategy, story and communications.
WHO IS BEHIND SJK LABS?
Some have called her The Founder Whisperer.
I get up to speed quickly, spot the commercial opportunity and articulate what founders have struggled to make other people understand.
I founded SJK Labs and developed the intelligence system, drawing on 20 years across communications, marketing, journalism and organisational reputation, including communications leadership at PageGroup and Moove.
My work spans hospitality, SaaS, recruitment, fintech and mobility. I host PRception, am a member of AI Circle and lead The AI Social’s Brighton & Hove chapter.
THE SJK LABS PODCAST
How perception is shaped in the AI era.
On PRception, Sarah speaks with founders, researchers and operators exploring AI, communications and organisational understanding.
These conversations inform the research and thinking behind SJK Labs’ organisational intelligence work.
OUR GUESTS BRING EXPERIENCE FROM
THE STARTING POINT
Bring us the problem.
And if you know there’s a problem but can’t put your finger on what it is, let’s chat.
Book a conversation ↗