Case study / BitX Capital
The founder had a point of view. The content needed to carry it.
I worked with BitX Capital’s founder and a student agency team to connect the founder’s experience to the writing—through coaching, content direction, and hands-on draft review.
See the editorial testThe challenge
The content relied on familiar financial services templates. The founder’s experience and judgment were harder to recognize in the posts than in a conversation with him.
The students needed better source material and clearer direction. The founder needed language for explaining what he saw, what he believed, and why a topic deserved attention.
The work began with that clarity, then carried it into the team’s interviews, drafts, and reviews.
The working relationship
Three connected responsibilities kept the founder’s perspective close to the content and gave the student team a way to improve the work.
Founder coaching
I worked with the founder to surface his observations about the industry, the language he used with clients, and the topics where experience gave him something specific to say. That clarity gave the team better material to work with.
Content direction
I reviewed drafts with the student agency team, marking where the writing defaulted to broad financial advice and where it began to express the founder’s thinking. The feedback focused on concrete observations, useful detail, and a clear reason for the audience to read.
Ownership
My role: coach, question, review, and give editorial direction.
Explore support through deliveryTeam guidance
I guided the students on interviewing the founder: questions that led to experience and specific examples, followed by draft review against a shared editorial test. The student team produced the content; my role was to help them recognize and develop the useful material.
The editorial test
We tested whether someone who knew the industry would recognize a specific observation in the piece. These example review questions show how to apply that test.
What has the founder seen or learned that gives this piece a reason to exist?
Which choice, assumption, or tradeoff does the piece help a reader examine?
Does the language sound like the founder explaining the issue to a client?
Interview the founder Draft Review for specificity Revise
Changes reported from the work
My account of the engagement describes content becoming more specific to the founder’s observations, clearer language for briefing the team, and editorial guidance the students could use when developing drafts.
The practical contribution was a working connection between founder coaching and content production: the founder could articulate the thinking, and the team had questions for drawing it out and testing the draft.
These are qualitative observations. This page does not yet include before-and-after drafts or a follow-up measure of independent team adoption.
The wider project record
The supplied record describes two related projects: brand and leadership work in January 2021–February 2023, and marketing and classroom collaboration in July 2022–September 2024.
The broader work included brand identity, the tagline “BitX funds, it’s that simple,” website design, technical SEO, and public-facing communication coaching. The founder-voice work belongs within that relationship.
“I highly recommend Jay Mandel as your brand strategist.”
Reported learning to build a consistent brand strategy around company values.
Read the original recommendation (opens in a new tab)Practical questions
The student agency team produced the content. I coached the founder, reviewed drafts, and guided the team’s interviews and editorial choices. Keeping that ownership clear was part of building the team’s capability.
Financial services content for the founder and business, including posts and drafts that had relied on generic industry language. The focus was on expressing the founder’s experience and perspective with greater specificity.
I stayed involved in draft review and team guidance as the content was developed. The founder, students, and I could test the approach in actual work rather than leave the team with a recommendation to interpret on its own.
The supplied project record lists brand and leadership work from January 2021 to February 2023, and a related marketing and classroom collaboration from July 2022 to September 2024. Those are two overlapping project periods. The content coaching described here has no separately stated start and end dates.
This account combines my description of the content work, the broader project record, and Todd Rowe’s public recommendation. His recommendation supports the brand strategy and coaching relationship. Before-and-after content examples and a follow-up assessment would be needed to substantiate lasting changes in quality or team adoption.
For founders and the teams supporting them
Bring the drafts, the audience, and the perspective you want people to understand. We can clarify the message and help your team put it into practice.