Catwalk Advisory

Take the Free IBI

The Free IBI

The Free InBrand Index (IBI)

Marketing often reflects what is happening inside a business. It rarely tells the whole story.

Every path with Catwalk starts here.

The Free IBI is a short self-assessment for founders and business owners. In about ten minutes, you answer fourteen questions about seven conditions that shape how a business runs. Your results show where those conditions look strong, where they may be holding you back, and what a sensible next step would be.

Take the Free IBISee what it examines
01
One respondentYour perspective as the founder or business owner.
02
Fourteen questionsTwo questions across each of the seven InBrand conditions.
03
Ten minutesComplete the assessment and receive your results immediately.
What You Will Learn

What you will learn.

  • How you currently see each of the seven conditions.
  • The two areas most worth a closer look.
  • A recommended next step, which may be nothing further for now.
What It Examines

Seven conditions that shape how a business operates.

The Free IBI gives an initial, self-reported view of organizational conditions: how clearly the business is directed, how people work together, and how reliably work gets done.

For businesses with a team, its fourteen questions cover seven conditions, two questions each:

Condition
What it means
Leadership and direction
Clear priorities, and clarity about who decides what.
Psychological safety and voice
People can raise problems and question decisions without fear.
Trust and fairness
Commitments are kept and people are treated fairly.
Enablement
People have the tools, information and support to do the work.
Execution
Work gets done reliably, and handoffs hold.
Brand integrity
What you promise matches what customers experience.
Marketing integration
Marketing is connected to the rest of the business.

Solo founders answer a parallel set of fourteen questions written for a business without a team.

One Perspective

One perspective, examined honestly.

The IBI reflects how you currently understand the organization. It is not intended to represent the views of your employees, nor is it a measure of organization-wide conditions. That limitation is intentional. How a founder sees the business is valuable evidence. Making that perspective visible creates a better starting point for understanding what deserves further investigation.

This baseline is based only on the answers you gave. It is a self-reported reading, not a verified maturity rating. A useful starting point. Not a verdict on the organization.

Who Should Take It

You will probably recognize some of these patterns.

  • Decisions keep coming back to you.
  • Good people perform inconsistently.
  • Roles have become less clear as the business has grown.
  • The same problems continue to resurface.
  • Growth feels heavier instead of easier.
  • Too much depends on one person.

If your primary concern is marketing performance, customer acquisition, or positioning, start here too. The Free IBI comes first for every path, including the Business Diagnosis.

How Long It Takes

Fourteen questions. Ten minutes. No cost.

The Free IBI is administered through The InBrand Theory, where the assessment was developed. You will briefly leave the Catwalk Advisory website to complete it. Your results will be available as soon as you finish.

Take the Free IBIHow Catwalk Works
What Happens Next

What happens next is up to you.

The results belong to you. Review them on your own first. From there, a sensible next step may be the Business Diagnosis, if you want to understand what is really holding the business back. It may be Fractional Leadership, if you need senior help now; the full Business Diagnosis is included. Or it may be nothing further for now.

Your responses are used only to prepare your results and, if you choose to continue, to inform that conversation. They are never sold.

Take the Free IBIAlready completed the IBI? Continue

Wondering what can follow the Free IBI? See the Business Diagnosis.

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