XWECAN / Business overview
2023–2024Recorded work
Partner
An agency turnaround.
Capacity for a
Vatican opportunity.
A global PR agency serving celebrities, politicians and startups. An efficiency engagement grew into a 50/50 partnership and an operating turnaround that created capacity for new opportunities, including a Vatican visit with client Concordium.
Explore the five systems01 / Business context
An efficiency engagement.
A business responsibility.
XWECAN is a global PR agency working with celebrities, politicians, startups and other organizations.
The business needed operating stabilization, clearer priorities and better execution for existing clients. Journalist matching was one part of that wider assignment.
Alongside operating leadership, Noah worked on journalist research and outreach, team workspaces, documentation and moving existing work into a new system.
These studies cover separate projects and stages of the agency’s development. The detailed pages distinguish working systems, tests and build briefs.
02 / Inside the systems
Inside the agency.
Across the systems.
Choose a system to follow its inputs, decisions and handoffs.
Select a system, then select any step for the detail.
- Client story and publication context
Start with the subject seeking coverage and prepared publication-by-industry context. - Prospect audit inputs
Collect website material, SEO research and trend inputs for the separate audit-report pipeline. - Story-specific research queries
Search for published coverage of narrower subjects relevant to the story. - Bounded research extraction
Use smaller models for source-specific work such as dissecting website HTML. - Articles, authors and publications
Retain coverage context with the author and publication relationships. - Existing journalist contact context
Bring prior contact information and past delivery results into the research. - Audit-report synthesis
Use larger models to turn the separate research inputs into the final audit report. - Infer narrower coverage interests
Use article content to identify the themes the journalist has actually covered. - Extract and cross-reference contacts
Connect discovered author/contact data with existing journalist information. - Journalist research context
Keep coverage interests, usable contact context and story fit connected. - Assess relevance, value and capacity
Weigh story fit, potential client value and the outreach capacity available. - Adapt the prepared pitch
Adjust story angle, subject and body to the researched coverage interests. - Select a suitable outreach route
Use available contact information and channel capacity to route the opportunity.
Explore the individual workstreams developed at different stages of the business.
03 / System directory
Explore the five
system studies.
Go inside the workflow, key records, implementation decisions, human handoffs, historical tests and known boundaries.
Operations
Research & growth
Media research, audit reports and PR outreach preparation
Research pipelines turned external information into useful reports and more narrowly relevant journalist outreach. The shared pattern was to acquire source material, extract usable evidence and decide what to produce or whom to approach.
Retrospective first-person account of historical working pipelines, supported by separately confirmed operating/outreach history. No fresh runtime verification or final stack reconstruction.Explore the system System 05Research & growthA bounded LinkedIn lead-sourcing build brief
An internal setup brief adapted an existing search-based lead system for XWECAN. Its deliverable was deliberately limited to relevant profiles and email addresses; outreach integrations were outside that version.
Historical internal build brief and intended reuse; completed XWECAN adaptation, activation and outreach delivery are not established.Explore the systemWorkspaces
Asana-to-ClickUp migration with source references
A migration working session preserved source IDs so tasks could move into ClickUp before every detail was reconciled. The recording captures mapping choices, an initial reset and a revised test with subtasks.
Historical working test. Revised subtask creation is narrated as working; custom-field translation, assignee reconciliation and complete migration acceptance remain open.Explore the system System 04WorkspacesConsistent client workspaces and usable handoffs
A shared client-folder structure brought service lists together in a consistent default view. A related documentation review narrowed client instructions to the actions the recipient actually needed to take.
Configured example folders/views and delegated rollout; historical documentation review. Full template replication and final approved documentation are not shown.Explore the system04 / Contribution & scope
The role behind
the system work.
Noah initially joined to improve efficiency and subsequently became a 50/50 partner. He travelled to Prague, worked with the owner in person and took full operating control.
He refocused service delivery, made team and operating changes, personally set up new outreach systems and delegated bounded implementation and documentation work.
Noah reports improved delivery for existing and long-term clients.
The agency used improved work and press results in conversations with former clients. Specific reactivation wins and retention gains are not quantified.
The team secured CNN coverage for Fujitsu, XWECAN’s largest client, shortly after Noah set up new outreach systems. The July 2024 segment covers Fujitsu’s AI technology in gymnastics. It is a team result, with no claim that a particular system caused the placement.
These are historical accounts of operating leadership and system development. Commercial gains are not quantified, and the individual system studies identify which work was demonstrated, tested or specified for a later build.
Beyond stabilization
Capacity for
bigger opportunities.
Getting the company back on track created the operating bandwidth to pursue an opportunity to introduce blockchain technology to the Vatican alongside Concordium, an XWECAN client.
The visit included access to private areas of the Vatican, including the Vatican Library, according to Noah’s firsthand account.
