Oakline asked on the intro call whether we can build them a proposal agent. Have we built one before? What did it do, and what did we learn?
searchcalls: proposal, scope, fee, estimate11 calls
searchgmail: proposal agent, all clients18 threads
queryinshaa.db: agents where job = proposals2 agents
readknowledge: client builds, lessons6 notes
searchdrive: proposal templates by client9 files
Twice, and they were different jobs. Two clients run a proposal agent today, and they solve different problems.
Northbound Studio turns discovery call notes into a first draft scope. It saves the writing, and a person still sets the price.
Marlow Partners estimates fees from the real hours on similar past projects. It only works because Marlow tracks time by phase.
Oakline's intro call suggests they want the Northbound version. They do not track hours by phase, so the Marlow version would have nothing to price from.
For Thursday I would show the Northbound version, and say plainly that fee estimates need their hours first. That is a second step, and it can wait.
PDF
Proposal agents · reference note
View · 2 builds, 11 calls, 3 lessons
Add the reference note to Thursday's Oakline call prep?
Nothing leaves the workspace without a yes
Ask anything
Kestrel Labs said yes to seeing one. Build their Command Centre from their site, in their colours, so it is ready to send today.
readkestrellabs.example: services, team, case studies14 pages
extractlogo and brand colours2 colours
readcalls: Kestrel intro call notes1 call
readknowledge: Command Centre build recipeok
draftagents in two tracks12 agents
Draft is ready. One thing would have looked careless once it reached them.
Two of the agents duplicate a tool they already run. Their careers page lists a timesheet tool, so a separate hours tracker would look like we had not read their site.
Everything else fits: 12 agents across winning work and running it, their clients kept descriptive, their logo and blue throughout.
Swap those two for agents built on their timesheet tool and keep the rest.
Swapping now. The hours agents will read from the tool they already use. I have also added a house rule so every future build checks a prospect's stack first.
Rendering
prototypes/kestrel-labs/command-centre
Steer the running task…
Command Centre
Rebuilt at 06:00 by the morning brief. Every tile names the agent behind it.
Search calls, email, client files, proposals and the web at once…
Every call note, proposal and client thread since day one.
Done in the background
132
tasks this week, nobody assigned
Hours handed back
~34
of manual work this week
Agents
13
running · 2 being built
Waiting on you
4
approvals before anything goes out
The work
·6 client builds by stage
Discovery2
Building3
Handover1
Client agents, last 7 days
Ran as planned97%
Needed a person3%
Moved overnight
Halden & Co · Monthly report
September report drafted: what each of their agents did, and two to add next.
· 05:40
Brightwater Digital · New agent request
“Chase late timesheets on Fridays.” Scoped into a brief, sit-down booked for Wednesday.
· 01:12
Northbound Studio · Knowledge
4 new call notes and 2 signed-off decisions added overnight.
· 02:00
Marlow Partners · Connections
One connection needed signing in again. Fixed before anyone noticed.
New work
·This week's outreach
118 new agencies and B2B firms
Split across 4 industries so nobody is contacted twice. Openers written for all.
· 06:00
6 replies overnight
2 interested, 1 asking for later, 3 not now. Replies drafted for the two.
· 07:00
Kestrel Labs said yes to a demo
Their Command Centre is built from their site and ready to review.
Pipeline
3 discovery calls this week
Briefs ready an hour before each one: who they are, what they run, what they said.
2 proposals out
One is due a follow-up on Wednesday. The draft is ready for approval.
Waiting on you
4 approvalsAdd the proposal agent note to Oakline's call prep
From this morning's search.
From a chat
Send 2 reply drafts
To the two interested replies from overnight, in the tone of the original email.
Send Halden & Co their September report
Reviewed by the build lead. Two new agents suggested at the end.
Switch on a new agent: Onboarding pack builder
Requested on 8 September. Built, tested on the last two handovers, ready to run.
Being built
Agents at work
13 runningPrototype builder
Kestrel Labs · swapping two agents to fit their stack
Weekly client audit
Marlow Partners · checking every connection
Call prep brief
Next run today at 13:00 · before the Oakline call
Invoice chaser
Next run Thursday at 09:00 · 1 reminder due
Lead finder
Next run Monday at 06:00 · retail and property firms next
Nothing here was put together by hand. Click an agent's name on any tile to see how it works, or ask for a new view and it gets built.
Agents
Built with whoever does each job best. Open one to see how it works, what it produced, and change it.
Need an agent for something else?
Describe the job in a sentence. We sit down with whoever does it best today, build it around how they work, and it appears here to review before it runs.
“After every discovery call, pull out what they run, what they want fixed first, and who signs off.”
Winning new work
Lead finderRuns on its ownMondays 06:00
Builds each week's list of agencies and B2B services firms from live searches, split by industry so the same people never come round twice.
Last run today 06:00 · 118 new leads · 4 industries
How it works
- Runs this week's searches, one industry at a time.
- Drops anyone already contacted, or already a client.
- Checks each company is a fit: size, services, a real website.
- Hands the clean list to the campaigns and LinkedIn agents.
Built with whoever ran the searches by hand, from what worked in the first two batches.
Latest output
118 new leads across marketing, software, consulting and property services. 23 removed as repeats or too small.
Last change
Skip companies under five peopleChanged by Mo on 14 September · every run since follows it
Tell it what to change, in a sentence…
Cold email campaignsAsks before sendingDaily
Writes a personal first line for every lead from their website, picks the email that fits them, and keeps each campaign sending on schedule.
Last run today 06:40 · 118 openers · 3 flagged for a person
How it works
- Reads each lead's homepage, services and recent work.
- Writes one specific line about something they actually do.
- Picks the email version that fits their type of business.
- Queues the campaign and waits for a yes before it sends.
Built with whoever wrote the openers by hand, from the ones that got replies.
Latest output
118 openers written for this week's campaign. 3 flagged: two sites were holding pages, one was in a language we do not write in.
Last change
Never open with a complimentChanged by Mo on 10 September
Tell it what to change, in a sentence…
LinkedIn outreachAsks before sendingDaily
Drafts connection requests and follow-ups for each person on the sales team, in their own voice, ready for them to send.
Last run today 08:30 · 24 drafts · 2 people
How it works
- Picks today's people from the lead list, split between the sales team.
- Reads their profile and recent posts.
- Drafts a connection note, then a follow-up once they accept.
- Leaves every draft for the person whose name is on it to send.
Built with the sales team, from the LinkedIn messages that started real conversations.
Latest output
24 drafts across two people. 9 connections accepted this week, 3 follow-ups turned into calls booked.
Last change
Keep connection notes under 200 charactersChanged by the sales team on 16 September
Tell it what to change, in a sentence…
Reply sorterAsks before sendingHourly
Reads every reply to outreach, sorts it, and drafts an answer for anyone interested, in the tone of the email they replied to.
Last run 07:00 · 6 replies · 2 drafts waiting
How it works
- Reads each reply and the email it answers.
- Sorts it: interested, later, not now, or out of office.
- Drafts a short answer for the interested ones.
- Waits for a yes before anything is sent.
Built with Mo, from how replies were handled in the first campaign.
Latest output
6 replies overnight. 2 interested, drafts ready. 1 asked to talk in November, reminder set.
Last change
Offer the demo before offering a callChanged by Mo on 12 September
Tell it what to change, in a sentence…
Prototype builderAsks before sendingWhen a prospect says yes
When a prospect says yes to seeing one, builds a Command Centre in their name and colours from their site and what they told us.
Running now · Kestrel Labs · 12 agents drafted
How it works
- Reads their site: services, clients, team and how they win work.
- Pulls their logo and colours.
- Drafts agents in two tracks, winning work and running it.
- Checks the draft against the house rules before anyone sees it.
Built with the people who built the first prospect prototypes by hand.
Latest output
Kestrel Labs, 12 agents in their blue. Two swapped to fit the timesheet tool they already run.
Last change
Check what they already run before adding an agentLearned from a correction today
Tell it what to change, in a sentence…
Proposal drafterAsks before sendingWhen asked
Turns discovery call notes into a written proposal: which workflows come first, what connects, and which package fits.
Last run Friday · Oakline Software · first draft
How it works
- Reads the call notes and anything they sent after.
- Picks the three workflows that would save them the most time.
- Lists the tools to connect and what each agent does.
- Recommends a package, with the reasoning written out.
Built with Mo, from how proposals are written today.
Latest output
Oakline: start with proposals, client reporting and timesheets. Seven connections. Architecture OS, because three teams would use it.
Last change
Lead with the workflows, the package goes lastChanged by Mo on 5 September
Tell it what to change, in a sentence…
Call prep briefRuns on its own1 hour before each call
An hour before every discovery call: who they are, what they run, what they replied, and the questions worth asking.
Last run Friday · 2 briefs · next today 13:00
How it works
- Reads the email thread and any prototype we sent them.
- Checks their site and team page for what they run.
- Lists what they are likely to want fixed first.
- Posts one page to the calendar invite.
Built with Mo, from the notes written before the first discovery calls.
Latest output
Oakline: 30 people, three teams, heavy on proposals. They asked about a proposal agent, so the reference note is attached.
Last change
Keep it to one pageAdded by Mo on 1 September
Tell it what to change, in a sentence…
Running the work
Build trackerRuns on its ownDaily 08:00
Every client build by stage: what is done, what is blocked, and who it is waiting on.
Last run today 08:00 · 6 builds · 1 waiting on a client
How it works
- Reads the build plan for every client.
- Checks what shipped yesterday and what is next.
- Flags anything waiting on a client for more than two days.
- Posts one summary before the day starts.
Built with the build leads, replacing the morning status round.
Latest output
6 builds. Brightwater is waiting on a login for their finance tool, day three. A polite nudge is drafted.
Last change
Say who it is waiting on, by roleChanged by a build lead on 9 September
Tell it what to change, in a sentence…
Weekly client auditRuns on its ownFridays 07:00
Checks every client's agents and connections ran as planned, and fixes what it can before the client notices.
Running now · Marlow Partners · 14 of 19 checks done
How it works
- Checks every agent ran when it should have.
- Checks every connection still signs in.
- Fixes what it can and logs what it changed.
- Lists anything that needs a person, with the client's name on it.
Built with the build leads, from the checks they ran by hand in the first 60 days.
Latest output
Last week: 97% ran as planned. One connection needed signing in again at Marlow, fixed the same morning.
Last change
Check new clients twice a week for the first monthChanged by a build lead on 2 September
Tell it what to change, in a sentence…
Monthly client reportAsks before sending1st of the month
What each client's agents did this month, what it saved them, and what to build next.
Last run 05:40 · Halden & Co · waiting for approval
How it works
- Counts what every agent did this month.
- Picks the three results the client will care about most.
- Suggests the next agents, from what their team asked for.
- Waits for a build lead to review before it goes out.
Built with the build leads, from the reports they wrote by hand.
Latest output
Halden & Co, September: 4 agents, 212 tasks done. Two new agents suggested from requests their team made.
Last change
Put the suggestions last, and keep them to twoChanged by a build lead on 1 September
Tell it what to change, in a sentence…
Knowledge syncRuns on its ownNightly 02:00
Keeps each client's knowledge current: new call notes, documents and decisions, filed where their agents can find them.
Last run 02:00 · 5 clients · 17 items added
How it works
- Picks up new call notes, documents and decisions.
- Files each one under the right client and topic.
- Retires anything that has been replaced.
- Logs what changed so anyone can check it.
Built with the build leads, from how client knowledge was kept up by hand.
Latest output
17 items added across five clients. Northbound's old pricing sheet retired, the new one filed.
Last change
Never delete, only retireAdded by Mo on 20 August
Tell it what to change, in a sentence…
Agent request intakeRuns on its ownWhen a request arrives
When a client asks for a new agent, turns their sentence into a clear brief and books the sit-down with whoever does the job.
Last run 01:12 · Brightwater Digital · sit-down booked
How it works
- Reads the request and the client's knowledge.
- Works out who on their team does the job today.
- Writes a one-page brief: the job, the tools, what good looks like.
- Books the sit-down and adds it to the build tracker.
Built with the build leads, from the requests clients sent in the first month.
Latest output
Brightwater: “Chase late timesheets on Fridays.” Brief written, 30 minutes booked with their operations lead on Wednesday.
Last change
Always name who does the job todayChanged by a build lead on 11 September
Tell it what to change, in a sentence…
Invoice chaserAsks before sending3rd of the month
Raises the monthly invoices, and follows up politely on anything late.
Last run 3 September · 6 raised · 1 reminder due
How it works
- Raises each client's monthly invoice.
- Checks what has been paid.
- Drafts a short reminder for anything a week late.
- Waits for a yes before sending.
Built with Mo, from how invoices were chased by hand.
Latest output
6 invoices raised, 5 paid. One reminder drafted for Thursday.
Last change
Never chase on a FridayAdded by Mo on 3 August
Tell it what to change, in a sentence…
Being built
Onboarding pack builderReady to switch on
Puts together a new client's first week: what to connect, who to book, and the questions for each sit-down.
Requested by Mo on 8 September · tested on the last two handovers
Opener resultsIn build · ready Friday
Shows which openers and email versions get replies, so the campaigns keep improving.
Requested by Mo on 15 September
Thirteen running and two being built. Every agent stays editable: tell it what to change in a sentence and the next run follows it. Anything that leaves the building still asks first.
Scheduled tasks
What keeps everything connected, and the work that now happens while nobody is watching.
Keeping everything connected
Google Drive → inshaa.dbHourly
2,940 files across every client folder
18 minutes ago
Gmail → inshaa.dbEvery 15 minutes
412 threads linked to clients and leads this week
6 minutes ago
Call recordings → inshaa.dbAfter every call
9 calls this week turned into notes
yesterday
Calendar → inshaa.dbEvery 15 minutes
Every call matched to its client or lead
6 minutes ago
Outreach replies → inshaa.dbHourly
6 new replies picked up for the Reply sorter
07:00
Working in the background
Morning brief → Command CentreDaily 06:00
Command Centre rebuilt, 4 items waiting on you
today 06:00
Lead finderMondays 06:00
118 new leads across 4 industries
today 06:00
Cold email campaignsDaily
118 openers written, 3 flagged
today 06:40
LinkedIn outreachDaily
24 drafts ready for 2 people on the sales team
today 08:30
Reply sorterHourly
6 replies sorted, 2 drafts waiting
07:00
Build trackerDaily 08:00
6 builds, 1 waiting on a client
today 08:00
Knowledge syncNightly 02:00
17 items added across 5 clients
02:00
Weekly client auditFridays 07:00
97% ran as planned, 1 connection fixed
Fri 07:00
Monthly client report1st of the month
Halden & Co report waiting for approval
05:40
Invoice chaser3rd of the month
6 raised, 1 reminder due Thursday
3 Sep
Call prep brief1 hour before each call
Next brief today at 13:00
Fri
The top group keeps everything we know current. The bottom group is work that used to wait until someone had a free hour.
Projects
One per client, plus new business, our own site and your own.
NS
Northbound StudioClientRunning
Branded back office live. Two new agents in build.
4 people · 52 sessions · active 20 minutes ago
HC
Halden & CoClientRunning
Monthly report ready to send.
3 people · 37 sessions · active 1 hour ago
BD
Brightwater DigitalClientBuilding
Building. Waiting on one login.
3 people · 29 sessions · active this morning
MP
Marlow PartnersClientHandover
Handover next week.
2 people · 24 sessions · active now
NB
New businessSharedPitching
Leads, replies, prototypes and proposals. Where the new work agents run.
2 people · 96 sessions · active 12 minutes ago
IA
Insha'a site and brandInternal
Landing page, design system and outreach copy.
2 people · 31 sessions · active today
DP
Delivery playbookInternal
How we build, written down as we go.
2 people · 18 sessions · active yesterday
M
PersonalJust you
Pipeline, pricing and anything not ready for the team.
Only you · 44 sessions · active today
Each project keeps its own files, history and access. Working on one client does not open up the rest.
Knowledge
Everything we know, connected in one place. Nothing is moved, all of it is searchable at once.
What it searches
DB
inshaa.db
Clients, leads, calls, builds, agents and every reply. Insha'a in one file.
84 MB
6 minutes ago
DIR
clients/
Every client's plan, knowledge, agents and monthly reports.
3.4 GB
indexed hourly
DIR
calls/
Notes from every discovery and build call, with decisions pulled out.
210 MB
yesterday
DIR
proposals/
Every proposal, next to what was actually built.
96 MB
Friday
DIR
prototypes/
Every Command Centre built for a prospect, and whether they replied.
1.1 GB
today
DIR
playbooks/
How we run discovery, builds, audits and handovers.
12 MB
last week
How Insha'a works
01
Every agent is built with whoever does the job best today. Never from a guess.
Added by Mo · August
02
Nothing goes to a client or a prospect without a person approving it.
Added by Mo · August
03
Short copy. No em dashes in anything a client reads.
Added by Mo · July
04
Each client owns their system and their accounts.
Added by Mo · August
05
Say what it is directly. Leave the slogans out.
Learned from a correction · September
06
Check what a prospect already runs before proposing an agent for it.
Learned from a correction · today
Files, threads and past work stay where they already live. This is the layer that connects them, so a question gets answered from all of it at once. Correct it once and it holds.
Connections
What the agents can reach, and on whose authority.
Knowledge and files
Google WorkspaceRead & draft
Drive, Gmail and Calendar. Every client folder, thread and call.
NotionRead & write
Client plans and the delivery playbook.
ObsidianRead & write
The second brain every agent reads before it acts.
Clients and the team
SlackRead & write
Client channels, so agents post where the team already talks.
WhatsApp BusinessRead & draft
Where plenty of client conversations actually happen.
Zoom and Google MeetRead only
Call recordings, turned into notes after every call.
CalendlyRead only
Discovery calls, matched to the lead who booked them.
New business
LinkedInRead only
Live searches for the Lead finder, and company pages for call prep.
InstantlyRead & draft
Outreach campaigns and every reply.
HubSpotRead & write
Leads and deals, updated as replies come in.
Building and delivery
LinearRead & write
Build tasks for every client, both ways.
LoomRead & draft
Walkthrough videos for handovers and training.
FigmaRead only
Brand files for prototypes and client builds.
Money
StripeRead & draft
Monthly invoices and what has been paid.
XeroRead only
The books, so invoices and payments match.
What our own agents reach. Every client's list is built around what they already run. Anything that sends, submits or pays sits behind an approval.