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How it works · Two readings

Fimiliarity and readiness are two different questions.

Fimiliarity tells you how well each person knows you. Readiness tells you whether the account is likely to act.

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Two readings, one account A dashed box marked the account holds four people, each on a vertical thread of a different height: Fimiliarity, one reading per person, from never heard of you at the bottom to knows you at the top. The person who knows you best is the lit node. Under the box runs one thread with one node on it, marked readiness, one per account. Fimiliarity · per person The account Knows you Never heard of you Readiness · one per account
Two readings · Fimiliarity is scored for each person; readiness is judged once, for the whole account. We judge them separately, because merged into one score they lose the very thing you need to decide what to do next.

01The loop

Ten steps, run continuously, for every account.

Tools collect. AI thinks. Humans decide.

  1. Understand the market.

  2. Know who matters.

  3. Understand what they care about.

  4. Create the next reason to know you.

  5. Observe the relationship.

  6. Read Fimiliarity and readiness.

    Fimiliarity for each person and the account. Readiness for the account. Never merged into one score.

  7. Decide the next step.

    For each person, with the reasons. A human makes the call.

  8. Observe the outcome.

    Did it move them, or not. Both answers count.

  9. Learn.

  10. Repeat.

    For every firm on the map, for as long as you want to win it.

How the loop fits the whole Fimiliar System

02The buying group

More people decide than the one who replies to you.

We name as many of them as we can find, and judge each one on their own.

What a buying group actually looks like

  1. 13+ 9

    people inside a company, and nine outside it, shape a business buying decision.

    The buying group, drawn A dashed box marked inside the company holds thirteen nodes in two rows. Beside it, marked outside it, nine more nodes in two rows. Twenty-two people in all. Inside the company · 13 Outside it · 9
    Twenty-two people · thirteen inside the company, nine outside it. Fimiliarity is scored for each of them.

    Source Forrester, "The State of Business Buying, 2026".Base: nearly 18,000 global business buyers. Average across purchase types, not services-specific.

03Fimiliarity starts with a person · readiness belongs to the account

Where a person sits decides the next move.

Fimiliarity runs up, one reading per person. Readiness runs across, one reading for the account, so when the account moves, everyone in it moves together. The two are never merged into a single score.

  • Known well · Low readinessStay visible. Do not force it.
  • Known well · High readinessThe moment to act.
  • Barely known · Low readinessKeep an eye on them.
  • Barely known · High readinessGet known, fast.
The grid · Fimiliarity up, one reading per person; readiness across, one for the account. The circled quadrant is the moment to act.

04Where the map runs out

Our reading of a person can be wrong.

We build the map from what we can actually observe: what someone reads, replies to, shows up for. It can be wrong. When we are not confident, we do not guess, and whatever a person tells us directly about their own view outranks anything we read from their behaviour.

What a person tells usTheir own view

outranks

What we readReads, replies, shows up

05Questions

What partners ask about how it works.

Short answers about Fimiliarity, readiness and the loop.

or pick the ones to ask your AI

What is Fimiliarity?

Fimiliarity is how fimiliar your firm is to a person, based on what they have read, replied to or told us. It is scored for each person and for the account, and never merged with readiness. Fimiliar reads it alongside the account's readiness to decide the next step for each person in a buying group.

How do you measure relationship strength with a prospect?

From what the person actually does with you and says to you, one person at a time. Reading your content, replying, commenting and turning up to your events all count, and what they tell you directly counts most. Fimiliar calls the result Fimiliarity, scores it for each person and for the account, and judges the account's readiness separately.

What is the difference between Fimiliarity and readiness?

Fimiliarity is scored for each person and for the account: how fimiliar they are with you, based on what they have read, replied to or told us. Readiness is judged for the account as a whole: whether it is showing the signs of moving toward a decision. They are answered separately because an account can be ready while one person in it still barely knows you, or the reverse.

Can your reading of someone’s Fimiliarity be wrong?

Yes. It can be wrong. We build it from behaviour we can observe, and behaviour is not certainty. When we are not confident, we do not guess, and anything a person tells us directly about their own view outranks anything we read from what they do.

What happens after Fimiliarity and readiness are read?

We decide the next step for each person and act on it, in the same loop: a piece written for them, a timed and specific conversation, or making sure an AI describes your firm correctly when they ask. Content, outbound and engagement, and GEO (generative engine optimisation) are where the loop acts, not separate services.

Next step

Start with a conversation.

Thirty minutes on your firm and the clients you want to win, to see if you qualify.

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