================================================================ LIFE WITHOUT DEBT · PROFESSIONAL-HISTORY BRIEF · LISA HUGO ================================================================ Reply inline. Type your answer on the ANSWER: line under each question. If a question doesn't apply, write N/A. If you'd rather discuss on a call, write CALL. Nothing here asks you to write marketing copy, facts and positioning only. When done, reply-all to this email with the completed form. Estimated time: 45 minutes in one sitting. ================================================================ PART 1 · YOUR PROFESSIONAL HISTORY ================================================================ Q1.1 How many years, total, have you worked in business development, sales and marketing in the medical / health industry? ANSWER: _______________________________________________________ Q1.2 Which SEGMENTS have you operated across? Mark X in the [ ] for each that applies. [ ] Pharmaceuticals [ ] Medical devices [ ] Hospital services / clinical services procurement [ ] Diagnostics / pathology [ ] Clinical software / health IT [ ] Aged care / community care [ ] Palliative care / hospice services [ ] Allied health [ ] Insurance / private health funds [ ] Other: ______________________________________________ Q1.3 For each segment ticked above, how many years in that segment, and what was your most senior role? (One line per segment.) ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ Q1.4 What TERRITORIES have you covered? (Australia only? Trans-Tasman? Asia-Pacific? Global?) ANSWER: _______________________________________________________ Q1.5 Give me ONE SCALE MARKER we can quote, a number a sophisticated donor or board colleague would recognise as evidence of professional depth. Examples of the FORM only: · "managed a portfolio of $X annual sales" · "led BD across N hospitals / clinics / accounts" · "grew territory revenue from $X to $Y over Z years" · "opened / launched N products into the AU market" ANSWER: _______________________________________________________ _______________________________________________________ Q1.6 NOTABLE EMPLOYERS, PRINCIPALS OR CLIENTS you'd be comfortable being publicly listed as prior connections on the LWD site? (Any you'd rather leave off, leave off.) ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ ================================================================ PART 2 · YOUR REFERRER NETWORK, RELEVANCE TO LWD ================================================================ LWD's biggest operational problem is that dying patients don't easily find debt-mediation help. Standard charity playbook says "build referral partnerships with palliative care, hospice, GP networks", which normally takes new charities 3 to 5 years cold. Your network is a potential shortcut. I need to describe it accurately, not overstate it. Q2.1 Which referrer groups are you PERSONALLY KNOWN AND TRUSTED by in Australia right now? Tick honestly, "known" means they'd take your call, not just "I've heard of them". [ ] Palliative-care consultants / specialists [ ] Hospice services (inpatient / community) [ ] Oncology consultants / nurses [ ] Hospital social workers [ ] Hospital procurement / executive [ ] GP networks / primary care [ ] Community aged-care providers [ ] Health-consumer advocacy organisations [ ] Health-industry associations (name any): _________________________________________________ [ ] Other: ______________________________________________ Q2.2 Of those ticked, which would you be comfortable ACTIVELY APPROACHING IN Y1 for referral-pathway conversations on behalf of LWD? ANSWER: _______________________________________________________ _______________________________________________________ Q2.3 Any relationships you'd want to SPECIFICALLY NOT DRAW ON for LWD? No explanation needed, just list so I don't accidentally reference them. ANSWER: _______________________________________________________ _______________________________________________________ Q2.4 Any specific HEALTH-SECTOR ORGANISATIONS, PUBLICATIONS OR FORUMS you'd like LWD to be visible in, and where you have the professional standing to open the door? ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ ================================================================ PART 3 · YOUR LWD ROLE, WHICH LABEL IS RIGHT? ================================================================ The site currently uses three different titles for you. I need to know which is right going forward. Q3.1 Which label do you want as your PRIMARY PUBLIC TITLE on the LWD site? Tick ONE. [ ] Co-founder & Head of Philanthropy (donor-relationship framing) [ ] Co-founder & Business Development Director (governance / constitutional framing) [ ] Co-founder & Community & Medical Liaison (referrer-pathway framing) [ ] Co-founder & Director (simplest, keeps flexibility) [ ] Something else: ____________________________________ Q3.2 Do you want to carry MORE THAN ONE LABEL for different audiences? If yes, which label for which audience? ANSWER: Donor-facing pages : ____________________________ Constitutional/board docs: ____________________________ Referrer-facing pages : ____________________________ Media / press : ____________________________ Q3.3 For DONOR MATERIALS specifically, how do you want your relationship to donors framed? Tick ONE. [ ] Direct, I lead all funder relationships and stewardship personally [ ] Delegated, donor stewardship is Corrina's remit; I attend for major-gift and medical-sector donors [ ] Hybrid, I lead health-sector and personal-network donor relationships; Corrina leads institutional and public-fundraising channels [ ] Other: ______________________________________________ Q3.4 For MEDICAL-REFERRER MATERIALS specifically, same question. Tick ONE. [ ] I am the primary point-of-contact for all medical referrers [ ] I open the door; then handoff to Corrina / Operations for pathway maintenance [ ] Other: ______________________________________________ ================================================================ PART 4 · YOUR PROFESSIONAL WITNESS ================================================================ Not asking for founder-voice copy here. Asking for the professional OBSERVATIONS that only 30 years in medical- industry BD/S&M gives you. Short, direct answers. Bullets fine. Q4.1 In your 30 years selling and marketing into the health sector, what have you OBSERVED about how patients in serious illness (terminal, life-limiting, chronic, complex) get financially destroyed by consumer debt? What have you seen from the medical / clinical side of that experience? ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ Q4.2 In your professional judgement, WHY DOES THE CURRENT SYSTEM FAIL these patients on the debt side? (No referral pathway? Clinicians don't know where to refer? Debt-help sector doesn't understand medical time-horizons? Other?) ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ Q4.3 Why did you decide to CO-FOUND LWD AS A CHARITY rather than have Laurence continue this work only through Credit Mediation Services? The professional reason, not the personal one. ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ Q4.4 WHICH CREDENTIAL OF YOURS is going to matter most when LWD is being scrutinised, by a donor, board colleague, journalist, or palliative-care consultant deciding whether to refer? What would you want in the FIRST LINE of your bio? ANSWER: _______________________________________________________ _______________________________________________________ Q4.5 If a health-sector journalist called and asked "why should medical professionals trust LWD?" what would you want the site to say ON YOUR BEHALF before you even get on the phone? One or two sentences. ANSWER: _______________________________________________________ _______________________________________________________ _______________________________________________________ ================================================================ PART 5 · WHAT YOU WANT NOT-SAID ================================================================ Q5.1 Anything about your professional history you'd want NOT DISCLOSED on the LWD website? (Past employers, past roles, specific accounts, specific outcomes.) ANSWER: _______________________________________________________ _______________________________________________________ Q5.2 Any FRAMING you've seen used about you that you actively dislike? (For example: "spouse of the CEO", "supporting co-founder", "philanthropy lead", etc.) ANSWER: _______________________________________________________ _______________________________________________________ Q5.3 Any framing about the LWD FOUNDING STORY, how you and Laurence came to co-found it, that you'd want to steer clear of? ANSWER: _______________________________________________________ _______________________________________________________ Q5.4 For PERSONAL-HISTORY MATERIAL, your family, your health, your reasons at the level of personal experience, how much are you comfortable being in donor / media materials? Tick ONE. [ ] Not at all, keep professional and personal fully separate [ ] Only in materials I've personally reviewed and signed off, case-by-case [ ] Comfortable with modest personal-story framing if it's true and I've reviewed it [ ] Full personal story is fine, at my initiative ================================================================ PART 6 · LOGISTICS ================================================================ Q6.1 Do you want to REVIEW the final /founders-professional- witness page before it's published, even in draft-not- linked state? [ ] Yes [ ] No, trust the process [ ] Yes and I want Corrina/Laurence to see my review Q6.2 Would you like a 15-MINUTE CALL to walk through any of the above rather than answering by email? [ ] No, email is fine [ ] Yes, best times this week: _________________________________________________ Q6.3 BY WHEN could you have this back? A realistic date, not an aspirational one. ANSWER: _______________________________________________________ ================================================================ END OF BRIEF · Thank you Lisa. ================================================================ Your answers become the authoritative source-of-truth that every downstream page has to quote from, so once done, we don't ask you to rewrite this in 12 different places. A parallel brief is going to Laurence for his 30-year debt-mediation practice. The two documents together become LWD's professional-witness foundation. If in doubt on any question, put the honest first-draft version and mark it "to refine". I'd rather have honest first-pass answers than polished answers that took a fortnight. - [Your name] ================================================================