Six Pages to Open First
Start your assessment by opening these six pages in new tabs. This creates a quick snapshot. You can compare information directly.
Look for how the company presents itself across these different channels. Inconsistencies can be a red flag. Speed is key here, so don't deep dive yet.
- The 'About Us' or 'Company' page.
- The 'Careers' or 'Jobs' page.
- The 'Pricing' page (if applicable).
- Their main blog or news section.
- Their LinkedIn company page.
- Their most active social media profile (e.g., X, Facebook, Instagram).
The Question That Reveals Contradictions
Ask this core question across all the tabs you opened: 'What problem does this company solve?' Then, ask: 'Who is this company for?' Pay attention to the answers.
You might see one message on the 'About Us' page and a different one on the careers page. A product described one way might be priced for a different audience. Note any conflicts. These suggest an unclear strategy or internal misalignment. Act on this by making a simple list of problems and audiences from each page. Compare your lists.
Separate Claims from Evidence
Companies make many claims. They say they are 'innovative' or 'customer-focused'. Your job is to find the evidence.
On the blog, look for case studies, detailed product updates, or thought leadership. Do their social media posts show real customer interaction, or just promotional content? The careers page might describe a 'great culture'. Look for specifics like benefits, employee testimonials, or company events. If the evidence is missing, the claim is weaker. Create two columns: 'Claim' and 'Evidence' and fill them as you browse.
What Public Pages Will Never Tell You
Public pages offer an external view. They will not show you the internal dynamics. You won't learn about office politics, management styles, or financial specifics unless publicly disclosed. These are crucial aspects of any company.
Recognize these limitations. Use the public data to form initial hypotheses. Then, seek more direct information. Talk to current or former employees. Consult industry reports. Don't rely solely on what a company wants you to see. To act on this, write down the key unanswered questions after your review. This helps you plan your next steps.