Cask helps people and organizations turn what they know into what they can do. We capture the expertise held in your documents, meetings and people, organize it so it can be trusted, and help put it to use.
Illustrative exampleWhy do clients leave in their second year?
01 · Source
Interviews with the people who hold the judgment.
Partner, 18 years
Interview 3 of 12
Transcript
QWhen do you usually lose a client?
ARarely in year one. The ones who leave in year two never had a second project lined up.
Brief
Client retention: first findings
Year-two clients leave when there is no second project.
From interview 3, 24:16
Reports, archives, presentations, notes.
Client survey 2024
Partner offsite deck
Exit interview notes
Fee history
Industry studies, public data, published research.
Relationship depth and client tenure in professional services
Journal article
Industry churn, illustrative
Industry study
Business services survey
Public dataset · CSV
02 · Cask
One library people can search in plain language.
The ones who leave in year two never had a second project lined up.
Clients with two or more engagements rated the firm higher on renewal.
Tenure rises with the number of distinct services a client buys.
Every claim tied back to where it came from.
Most churn happens when there's no second project
Interview 3 · Partner, 18 years
"The ones who leave in year two never had a second project lined up."
Price is the main reason clients leave
No supporting passage found
Say in advance what would prove a view wrong, then look.
Day 1
Stated in advance
Month 6
Checked
Result
Held
Ledger
Not every test holds. The ones that fail get recorded too.
Turn checked material into something people use.
A briefing, a member guide, a pitch, a searchable tool.
For the outside world
Most clients who leave in year two never had a second project.
Why clients leave in year two #consulting
Why clients leave in their second year
Cask Advisory · 6 min read
Year one goes well. Then the project ends and nothing replaces it.
The second project is the retention plan.
Cask Advisory
Post · 2d
We lose clients in year two, not year one. The ones who stay had a second project.
Year-two churn: with and without a second project
For your team
Ask
When should we propose a second project?
Before month nine. Clients without one by then are the most likely to leave.
Interview 3Briefing · 1 page
Keeping clients past year two
Client guide
The second project
Contents
03 · Output
Reports and articles built from what your people know, with the sources showing.
The reasoning behind a call, written down, and what happened next.
Answers they can get on demand, drawn from your own material.
Posts, talks and short videos that let people see your judgment before they meet you.
Illustrative example: how it ended
31% 14%
Year-two churn after second projects were planned from day one
1 decision
A second project planned for every new client, with the reasoning on file
4 outputs
A briefing, a client guide, an article and a 45-second video from one set of findings
And it compounds
Illustrative. Each cycle starts from everything the last one added.
Questions show the gaps
What people ask reveals what's missing.
Corrections fix the source
When an answer is challenged, the fix goes back into the material.
Contributions widen it
People who use it start adding to it.
Use on its own doesn't do this. The loop has to be designed, and keeping it running is part of the work.
What you get
Try Cask Studio
Answer three questions about something you're building, and get a short sourced brief in about 30 seconds.
Try Cask StudioFree to try. Briefs are drafted by an AI model from public sources.
Who we are
CFA charterholder and Financial Risk Manager.
Contact
Tell us what your organization knows and where it should be working harder. We will show you what that looks like on your own material.
hello@caskadvisory.xyz