Strategy for businesses that should be better understood.
SJK Labs is the authority and narrative strategy practice founded by Sarah Kemp to help expert-led and founder-led businesses become easier to understand, trust and choose.
Why this work exists
I founded SJK Labs to solve a problem I kept seeing across twenty years in marketing, communications and journalism: businesses with real expertise were not being understood, valued or chosen at the level they should have been.
Most positioning advice tells companies to publish more, niche down, and create more content. SJK Labs takes a different approach. The work starts with the structure underneath the output: what the market should understand, what authority signals support that understanding, and where perception is breaking down.
Using interviews, document analysis and pattern recognition, I uncover the story, proof and positioning a business already has but is not yet communicating clearly. That process led me to develop The Scriptwriter Test, a diagnostic for identifying why authority is not landing and what needs to change for a business to become more legible to both buyers and AI systems.
I trained as a journalist and have worked with founders, executives and public figures across business, culture and media. My PR and journalism work has generated coverage in Bloomberg, Nikkei, Dazed and across UK national titles. My podcast also reached the Apple Music top 10.
SJK Labs is also a live case study in authority, discoverability and product-market legibility. It sits inside a wider ecosystem alongside Not Built For This and Doom Pile, so the ideas on the site are being tested in public rather than just described in theory.
Narrative
Clarifying what your market should understand, remember and repeat about you.
Authority
Building the proof, consistency and public signal that make that story believable.
Legibility
Making the business easier for buyers, search and AI systems to interpret correctly.
Expertise deserves to be seen clearly.
If your business is stronger than the signal around it, the next step is usually not more noise. It is diagnosis. Start with The Scriptwriter Test or book a call if you want to talk through where perception is currently breaking down.
Start with The Scriptwriter Test