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 are on it, next to the competitors who are.
The Mirror is a free, hand-prepared report from UPWARD that answers one question: when your ideal clients ask AI search engines who to hire, are you being found? It is how sophisticated buyers search now. The Mirror shows the answers verbatim, names the competitors being found instead, and measures the gap. UPWARD makes a handful each week.
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.
We run the real questions your ideal clients ask, against the real AI search engines, and study how you and your rivals show up.
Within a few days you get the Mirror: short, honest, and specific to you. Then, if you want it, one conversation about what it means.
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. We 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 real conversation with the people who would actually do the work. No funnel, no pitch deck, no account manager.
We promise you will leave a touch smarter than you arrived.