Your plan is meant to live.
A 24-month practice for owner-leaders who’ve done the offsite, signed off the deck, and watched the plan die quietly in week three. We won’t do the thinking for you. We’ll make sure you keep doing it.
Most plans die in week three.
You go away for two days. You come back inspired. The plan looks beautiful on the wall. The Post-its hold their position for a fortnight, and then the firefighting starts. By month three, the plan is decoration. By month six, it’s a relic.
It’s not a planning problem. It’s a staying-with-it problem. That’s the gap and. has been closing for owner-leaders for two decades — and what this app puts in your pocket every Monday morning.
A practice. Not a planning tool.
We don’t add complexity. We cut through it. The framework you’ll build inside this app is the same one Dave and the and. team have run with owner-led businesses for two decades. The difference is that the app stays with you for the whole 24 months — not as a notification machine, but as a quiet, candid practice. Less doing for you. More thinking by you.
thinking, not doing.
The app asks. You answer. We never auto-generate your purpose, your culture, or your why. Generated plans don’t survive their first hard meeting.
people, not platforms.
This is your team’s plan, not the leader’s solo doc. Voice of team is built in — input, challenge, vote, flag. Flat hierarchy by design.
action, not analysis.
The plan is your meeting agenda. Your decision filter. Your week. If a decision doesn’t serve a cornerstone, the app asks you why before letting you move on.
14 days to build it. 24 months to live it.
Five modules. One single-page output. A practice that fits inside a 15-minute morning slot.
meeting mode.
Project the plan in your team meetings. Anyone can react, vote, flag, or capture a decision live. Replaces the wall poster nobody reads.
daily diary.
Three minutes a day. Auto-tagged against your cornerstones and values. Surfaces patterns before they become problems.
voice of team.
Weekly pulse. Anonymous flags. Leader response SLA. Hierarchy stops being where the conversation hides.
Owner-leaders. Past survival, ambitious for the next decade.
If you’ve ever run a strategy weekend and watched the plan die before Christmas, this is for you. Especially if you’re thinking about scale, succession, or sale, and you want a plan that survives all three.
You lead a 5–50 person business and you’re past the survival phase
You’ve tried Notion templates, OKR tools, or off-the-shelf strategy software — and they didn’t stick
You want corporate-grade thinking without corporate-grade overhead
You believe culture and values aren’t the soft bit — they’re the bit that decides whether anyone follows the plan
Your team is small enough that flat hierarchy isn’t a slogan — it’s the only way you can move
this isn’t for everyone.
- Corporates with an enterprise OKR stack already in place
- Pre-revenue solopreneurs without an offer (build the offer first)
- Anyone hoping AI will write their plan in 30 seconds
- Anyone allergic to honest feedback — Dot is gentle, but Dot is honest
If that last one made you smile, you’re probably in the right place.
Small. Cheeky. Asking the question you’d rather skip.
Dot is the period in “and.”, made human. The in-app coach you’ll hear from most. Built on Dave’s two decades of asking the awkward question without making it personal. Dot doesn’t do the work for you. Dot makes sure you do.
From the leaders we’ve walked with.
For the first time in five years, the plan made it past Q2. Our Monday meeting opens with the page. The page opens the conversation. It changed the rhythm of the business.
I’d done strategy weekends with two of the big firms. Pretty deck, dead by November. With and. it stayed alive — because the framework asked us to keep showing up.
The values were the bit I’d always skipped. Dave made us write what they aren’t. That’s where the team finally stopped agreeing in private and disagreeing in public.
It’s the only piece of software I open every Monday. The week is harder when I don’t.
Note for build: real quotes will be sourced via the testimonial-gathering pack. Until then, these slots stay as placeholders — never fabricated.
Four ways in. One method.
Software is the always-on layer. Coaching is the human layer. Pick the mix that suits where you are.
- Full Success Framework — all 5 modules
- Single-page plan, auto-generated
- Daily diary + Dot the in-app coach
- Weekly Monday email
- PDF export · meeting mode · decision filter
- Everything in Self-Serve
- Monthly group coaching call
- Private community of and. leaders
- Quarterly review pack with coach feedback
- Brand Book add-on at member rate
- 6 × 1:1 sessions over 90 days with an and. coach
- Plan built shoulder-to-shoulder
- Ongoing software for 12 months included
- Quarterly reviews held with your coach
- Brand Book included
- The full and. signature programme
- 12 months of the app, whole leadership team
- Optional white-label brand book
- Priority access to Dave + the and. team
- Annual gathering invitation
Once your plan is built, turn it into a sharable brand book — the kind clients, hires and partners ask if they can borrow. Modelled on the and. Who We Are playbook.
Honest answers.
Is this just another planning template?
No. Templates are static and they die. This is a 24-month practice: weekly emails, a daily diary, meeting mode that replaces your A0 wall, and an in-app coach who holds you to the plan you wrote. The framework underneath has been used with owner-led businesses for 20 years. The software is what keeps the practice in your week.
How is this different from Notion or an OKR tool?
Notion is a beautiful blank canvas — and that’s the problem. OKR tools track outputs. Neither asks you the awkward question, neither makes culture a first-class part of the plan, and neither is held by your whole team. The and. framework starts with purpose and culture, not goals. The software stays with you, not the other way round.
Will AI write my plan for me?
No. We refuse to. AI-generated plans don’t survive their first hard meeting because no one in the team has skin in them. Dot — your in-app coach — will ask you sharper questions when you’re stuck. Dot will not write your purpose, your cornerstones, or your values. That’s your work, and it has to be.
Can I bring my team in?
Yes — it’s built for that. Flat hierarchy by design. Team members can read, react, raise flags, propose projects, and respond to weekly pulse questions. The leader still leads. The team has the structural permission to challenge.
What if I want a coach, not just software?
Tier 3 (Hybrid) is for you. Six 1:1 sessions over 90 days to build the plan together, then 12 months of the software. The coach uses the app as the spine of the engagement — every session leaves the plan more alive, not more cluttered.
Can I try it before paying?
Yes — Self-Serve includes the first 14 days of guided onboarding before the first payment. If the framework hasn’t earned its place by day 14, you don’t pay. We’re honest about who this is for and who it isn’t.
What do I actually walk away with after 24 months?
A plan that survived. A team that knows where the business is going and why. A library of decisions, diary entries, and quarterly reviews — the record of how the year unfolded. And, if you bought the Brand Book add-on, a story you can hand to investors, hires, and partners.
Who’s behind this?
and. — founded by Debbie Halls-Evans and Dave Evans, with Coach to Coach Collective. Two decades of work with owner-led businesses across 14 countries. The methodology lives in workshops, in 1:1 coaching, and now in this app.
Hope is enough to start.
The framework rewards thinking, not speed. Set aside ten quiet minutes — that’s all you need for module 1. We’ll be with you every Monday for the next 24 months.