Most fractionals grind harder when clients go cold. I opened a Google Doc instead — and saved a failing $15K monthly retainer.
October 12, 2025 · Gev Marotz · 3 min read
💣 The Crisis Point
After 30 days with a new client, I’d delivered zero of my promised outcomes.
One team member was blocking every decision. The founder’s Slack messages were getting shorter and colder.
I could feel my $15K retainer slipping away.
Most fractionals double down at this point — more calls, more decks, more busywork. I opened a Google Doc and wrote one page.
🛠 The One-Page Reset
I call it the Good / Bad / Ugly Reset.
The Good → 2–3 bullets on what’s working and what you’ve shipped The Bad → 1–2 bullets on where progress is stalled (be concrete) The Ugly → the real issue no one wants to name (gatekeeping, micromanagement, no roadmap) The Path Forward → 3 clear action steps with owners + deadlines
That’s it. One page. Factual, not emotional. I sent it to the CEO that afternoon.
And it worked.
📈 Proof: It Works for Other Fractionals
A week later, my friend Rachel — a Fractional CMO — tried the same move with her SaaS client.
Budgets were being slashed. Every suggestion got shot down. She felt like the expensive consultant who wasn’t earning her keep.
“Thanks for your reco! It worked — client is happy and I’m a little less stressed.”
Within 24 hours, the CEO scheduled a strategy session and approved her next initiatives.
Copy This Template
The Good / Bad / Ugly Reset
The Good: [2–3 specific wins or deliverables you’ve shipped]
The Bad: [1–2 concrete blockers with specific examples]
The Ugly: [The real issue — be direct but professional]
The Path Forward:
[Action item + owner + deadline]
[Action item + owner + deadline]
[Action item + owner + deadline]
💡 Why Founders Love This Framework
Founders don’t want another vague update — they want clarity and control.
This one-pager gives them:
Proof you understand their business (The Good)
Transparency about real problems (The Bad + Ugly)
A clear plan they can say “yes” to (The Path Forward)
It reframes you as the consultant who names problems and offers solutions, not just a vendor updating on tasks.
⚙️ How to Make It Work (Without Blowing Up Trust)
1️⃣ Spot the root, not just the symptom Symptom: “We keep missing deadlines because Slack replies are slow.” Root: “No one knows who’s allowed to approve the work.”
2️⃣ Test your read privately first Float it in a 1:1 or DM:
“Hey, am I reading this right — feels like no one has final say?”
3️⃣ Keep the language neutral Say: “This handoff process is slowing us down.” Not: “John is blocking everything.”
4️⃣ Pick your moment Do it after you’ve shipped something, not on day one.
“We got the first version live — to move faster, here’s what’s slowing us down…”
If a client isn’t ready for bluntness, frame The Ugly as a “risk we need to resolve.”
🚧 When This Can Backfire
Sometimes:
A founder gets defensive
A gatekeeper doubles down
The culture can’t handle bluntness
If that happens:
“I may be wrong, but here’s what I’m seeing.” Emphasize shared goals: “We all want X result.” And know when to pause — not every environment can handle radical transparency.
👇 Try This Framework This Week
Think of your toughest client right now. Open a Google Doc. Write your Good / Bad / Ugly Reset.
Then — reply with just your “Bad” section in the comments. I guarantee others are dealing with the same blockers, and we can troubleshoot together.
📢 If This Helped You
This newsletter is free because I believe every fractional should have access to frameworks that actually work.
If this saved you from a difficult client conversation (or helped you reset one), share it with another fractional who needs it.
Forward this email or share the link — someone in your network is probably facing the same crisis right now.
