UnderConstruction

Est. 2023Los AngelesResearch · Strategy · Brand · Content · AI · Ghostwriting

Confusion is expensive.

Most businesses measure everything except the thing that’s quietly costing them. I find what’s actually broken in your audience, your strategy and your story, so you can get back to building.

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For creators, early-stage founders, executives and the companies they run.

The diagnosis

It’s almost never the thing you called about.

Smart people aren’t failing. They just can’t see what’s happening inside the systems they’re running. Here’s what usually comes in the door, and what’s usually behind it.

  1. As reported“Our brand isn’t working.”

    As foundAn audience that moved and didn’t leave a forwarding address.

  2. As reported“We need an AI strategy.”

    As foundSeventeen subscriptions and a feeling of dread.

  3. As reported“We have so much data.”

    As foundA pile of it no one has actually read.

  4. As reported“I just need to post more.”

    As foundThe stories you’ve been stepping over.

The thesis

Confusion is the most expensive problem in modern business, and almost no one is measuring it.

Clarity doesn’t remove work. It removes panic.

Five things most businesses measure wrong

  • Output is not progress.
  • Motivation is not readiness.
  • Noise is not signal.
  • Tools are not strategy.
  • Burnout is not weakness.

The practice

One practice. Six ways in.

Every engagement starts the same way: finding what’s actually broken. Then it goes wherever the real problem lives.

  1. Market Research

    Who’s really out there, and why they behave the way they do. Thirty-plus years of reading audiences for a living.

  2. Strategy

    What to do next, and what to stop doing. Insight isn’t the deliverable. What you do with it is.

  3. Brand

    How the business reads from the outside, and whether it still makes sense.

  4. Content

    Social content strategy: what to say, to whom, and why it matters. I set the plan. Your team makes the posts.

  5. AI

    A two-week audit that replaces “we should probably be doing something” with “we know exactly what to build next.”

  6. Ghostwriting

    For leaders who freeze at a blank post. I don’t invent your stories. I find the ones you’ve been stepping over.

Why UnderConstruction

We are all evolving, all the time. We should be. It’s what keeps us alive.

UnderConstruction isn’t a disclaimer. It’s what I believe. Nothing worth running is ever finished: not a company, not a brand, not a person.

I built this practice for myself, to do the work I love most: helping other people build what they’re dreaming of. That’s why so many of my clients are creators and early-stage founders, people in the thick of building something. Executives and established companies get the same thing from me: a clear view of what’s really happening, so they can keep building with their eyes open.

Who this is for

People building something, at any size.

  • Creators

    You’ve built an audience. Now you need to know who they are and what they want from you next.

  • Early-stage founders

    You have a product and a hunch. Let’s find out which customers are real before you spend the round.

  • Executives

    Something feels off, but you can’t name it. You need a straight answer from someone outside the building.

  • Companies

    Teams, data and dashboards everywhere, and still no clear picture. I’ll help you see the one that matters.

Not for formula-seekers or anyone who wants a cheerleader. I will tell you when something doesn’t make sense.

Debi Pomerantz at a café table, smiling slightly at the camera, laptop in front of her.
Debi Pomerantz, Los Angeles

About

Debi Pomerantz

I’ve spent 30+ years figuring out why people do what they do, and telling companies what that means before it costs them.

My career runs through Nielsen and Scarborough, IRI, TV Guide Network, OWN and TLC, up to SVP of Global Research & Consumer Insights for Discovery+ at Discovery Inc. I started UnderConstruction in 2023 so I could do the part I’m best at: walk into something complicated and tell you what’s actually going on.

30+
years reading audiences
2×
ESOMAR Insight250, 2022 and 2024
100+
clients
5
launches

Start here

Start with a free call.

Tell me what you think the barrier is. I’ll tell you whether that’s really the problem. No pitch deck, no obligation.

Book a free call (opens Zoom Scheduler in a new tab)

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Prefer email? debi@underconstructionco.com · LinkedIn (opens in a new tab)