The Mirror · Free
Your ideal clients are asking AI who to hire. Are you being found?
Somewhere right now, a general counsel is asking an AI search engine who handles construction disputes in your city. A patient is asking who the best specialist is. Someone is getting named. This is how sophisticated buyers search now: they ask, the engine answers, and a shortlist exists before your website ever loads. The Mirror shows you, verbatim, whether you're on it, next to the competitors who are.
The Mirror is a free report from UPWARD that answers one question: when your ideal clients ask AI search engines who to hire, are you being found? It's how sophisticated buyers search now. We prepare each one by hand, show you the answers word for word, name the competitors being found instead, and measure the gap.
How it works
Hand-prepared. A few each week. Worth reading.
You give us your firm's name and website. That's all we need.
The two of us run the questions your ideal clients would ask against the AI search engines, read every answer, and compare how you and your rivals show up.
Within a few days you get the Mirror: short, honest, specific to you. Then one conversation about it, with us, if you want one.
No lists. No drip campaigns. The No Asshole Policy applies to us first.
Before you ask
The honest fine print.
What exactly is How You Show Up? +
A short, honest report on how the world currently sees your firm: what AI assistants say when someone asks who to hire in your specialty, how your presence compares to the competitors who come up next to you, and where the gaps are. Real queries, real answers, no fluff.
Is it really free? What's the catch? +
Really free, and there's no catch. It's the best introduction to how we think, and some of the firms who request one become clients. The two of us prepare a limited number each week, by hand, so each one is worth reading.
What do you do with my information? +
We use it to prepare your report and to have one conversation with you about it if you want one. No lists, no drip campaigns, no selling your details. The No Asshole Policy applies to us most of all.
The ask
Prefer to skip the Mirror and just talk? That door is open too.
A conversation
One conversation, with the two of us. No account manager between you and the people who'd do the work. And if you're happy with what you've got, that's fine too.
Cody usually replies within a business day.