Production Process
The lead magnet and email funnel are two connected deliverables. The lead magnet is a free resource valuable enough that someone will exchange their email address for it. The email funnel is the sequence that follows: delivering the asset, building trust, and guiding the subscriber toward a next step.
Format Selection
The lead magnet format is chosen based on the book's strongest standalone material. Three options were considered for The Identity Protocol. The Framework PDF was selected because the three-layer system is immediately useful, representative of the book's quality, and naturally incomplete: it delivers one framework from a ten-framework system.
Framework PDF
The three-layer system as a visual tool with a quick-start exercise. 4 pages.
SelectedSelf-Assessment
A scored questionnaire: "How identity-driven is your leadership?" 15 questions.
Adapted Chapter
Chapter 4 (The Dark Room) as a standalone piece. ~3,000 words.
The Lead Magnet
A four-page designed PDF presenting the Identity Protocol's core framework as a standalone tool. In practice, this would be professionally designed with the author's visual identity. The content is shown below.
The Identity Protocol
Identity First. Evidence Second. Results Last.
Identity First
The internal decision about who you are, claimed before external proof exists. It narrows the frame from everything you could be to one clear, actionable picture.
Evidence Second
The repeatable disciplines that build the case for the identity you have claimed. What you do when motivation fades and no one is watching.
Results Last
The visible performances, projects, and outcomes that follow once identity and evidence have been working long enough. Results are a by-product, not a starting point.
Protocols from the book
Quick-start exercise
You do not need to read the book to use this framework today. Start with three questions:
- Identity: Write one sentence that describes who you are choosing to be, not what you want to achieve. ("I am the person who..." not "I want to...")
- Evidence: Name one daily action that would prove that sentence true, whether or not anyone sees it.
- Results: Identify one visible outcome that would follow if you held the identity and the action for ninety days.
Landing Page Copy
The headline, subheadline, and body copy for the page where subscribers sign up. This can be integrated into an existing author website or used as standalone copy on any landing page tool.
The Identity Protocol: A Free Framework for Leading Under Pressure
The three-layer system behind four Guinness World Records, delivered as a four-page PDF with a quick-start exercise you can use today.
Most performance advice starts with goals and works backwards. This framework starts with a decision about who you are and lets the results follow. It is the same system that carried a fourteen-year-old crash survivor to the NBA All-Star Weekend, and it is still running underneath the author's life today.
Enter your email below and the framework arrives in your inbox in under a minute.
Email Welcome Sequence
Five emails over fourteen days. Each email has a single job. Together, they move the subscriber from "I downloaded a free resource" to "I trust this person and I am ready to take the next step." Every email is 150 to 300 words, written in the author's voice, and formatted as plain text.
Email 1 · Immediate
Job: Delivery
Subject: Your Identity Protocol framework is here
Here is the framework you asked for: [download link]
It is four pages. The core idea is simple: identity first, evidence second, results last. Most performance advice reverses that sequence. This framework puts it back in the right order.
Start with the quick-start exercise on the last page. Three questions, five minutes. You do not need to read the book to use it today.
Over the next couple of weeks, I will send you four short emails with stories and ideas from the book. If they are useful, great. If not, you can unsubscribe any time and keep the framework.
One question before I go: what is the one identity sentence you would write today? "I am the person who..." Reply if you feel like it. I read every response.
Tommy
Email 2 · Day 3
Job: Value
Subject: The school gym, January 1987
I was thirteen years old, in a PE lesson I was dreading, when a basketball landed in my hands for the first time.
I was not an athlete. I was the kid who hated team sports. But something about that ball felt different. Not talent. Something closer to recognition. Like finding a language you did not know you could speak.
That moment did not make me a performer. It made me someone who had found his medium. The identity came before the evidence. The evidence came before anyone noticed. The results came years later.
That is the framework you downloaded, playing out in real time. I decided who I was before I had any proof. Then I spent a decade building the proof in an empty room. The results followed.
If you are in your own version of that PE lesson right now, where something has clicked but the evidence is nowhere near catching up, that is exactly where the framework says you should be.
Tommy
Email 3 · Day 7
Job: Authority
Subject: Ten years in an empty room
Between that PE lesson and the first stage I performed on, there were ten years of practice that nobody saw.
No audience. No bookings. No evidence it was working. Four to six hours a day in empty sports halls, grinding through missed tricks until the sequences became clean. I call that period The Dark Room. Not because it was depressing. Because it was invisible.
The Dark Room is the evidence layer of the framework. It is where most people quit, because the scoreboard shows nothing and motivation has gone home for the day. What keeps you there is not willpower. It is identity. If you have settled who you are, the question of whether to continue is already answered.
The book traces the full journey: from the hospital bed to the NBA All-Star Weekend. If the framework resonated, the book is where the depth lives.
Tommy
Email 4 · Day 10
Job: Bridge
Subject: The framework you downloaded is one of ten
The three-layer framework (identity, evidence, results) is the foundation. But the book contains nine more named tools built on top of it.
The Dark Room: how to build discipline when nobody is watching. The Titanic Protocol: how to stay at your post when the discomfort says to quit. The Second Window: what to do when everything falls apart in public. The Collision of Spheres: why your next breakthrough will come from outside your industry.
Each tool answers a specific question. Together they form a system. The framework you downloaded is the starting point. The book is the complete operating manual.
If any of this has been useful so far, the book goes much deeper: theidentityprotocol.co.uk
Tommy
Email 5 · Day 14
Job: The Ask
Subject: One question before I stop filling your inbox
This is the last email in the sequence. I have enjoyed writing them.
One question to close: what would change if you stopped trying to achieve a life dream and started living as the person who already claimed it?
That is the question the whole book is built around. If it lands for you, here are three things you could do next:
Read the book: theidentityprotocol.co.uk
Book me as a speaker for your team: theidentityprotocol.co.uk/speaking
Or just reply and tell me what the framework helped you see. I read every response and I reply to all of them.
Whatever you choose, thank you for reading this far. Not everyone does.
Tommy
Quality Standards
The Subscriber Test
A professional finds the lead magnet on LinkedIn. They give their email. They receive the asset. Would they forward it to a colleague? Would they open Email 2 three days later? By Email 4, do they feel like they know the author? When Email 5 asks, does it feel earned?
The Value Test
Remove the emails entirely. Is the lead magnet valuable enough to stand on its own? If a subscriber downloaded it and never received another email, would they still be glad they signed up? If yes, the lead magnet is right. If no, it is too thin.
What You Receive