Pillar 3 · where the brand shows up
Surfaces
Two branches by audience. Every leaf has a lit face you author and a dark face that forms without you. Assets are instruments the leaves borrow — they are not surfaces.
Surfaces
45
Active
18
Assets
6 / 13
Sweep queue · leverage ÷ effort · cap at 10% of brand time
1LinkedIn profileHeadline, about, banner, featured: the canonical claimR5 C5 G3 E160
2michaelxfan.comOnly surface fully controlled; dead since 28 JunR4 C5 G4 E321
3Exec presence in meetingsWhether judgment survives contact with a roomR5 C5 G4 E420
4LinkedIn postsWhether you have a point of view or just a jobR5 C5 G4 E420
5Calendar invitesEvery invite is a writing sampleR4 C3 G2 E119
6Response latency (work)Reliability signal everyone feels, nobody mentionsR5 C4 G3 E316
7Family chatThe everyday channel; latency is the signalR2 C3 G3 E114
8GitHub profileProof you build, not just directR2 C3 G3 E114
9Email registerVoice profile and corpus already existR4 C4 G1 E113
10Calls & cadenceWhether contact is a habit or a reaction to occasionsR2 C4 G4 E213
Professional
In-room2 active / 4
Exec presence in meetings
Whether judgment survives contact with a roomSpoken voice · Grooming & hair · Wardrobe · Posture & physical presence20Public speaking
Second City program, 30 Aug to 11 OctSpoken voice · Posture & physical presence13Panels & podcastsDORMANT
External credibility; currently zeroSpoken voice10Interview presenceDORMANT
Six weeks of live data just generatedSpoken voice · Grooming & hair · Wardrobe5Written4 active / 5
Calendar invites
Every invite is a writing sampleWritten voice19Response latency (work)
Reliability signal everyone feels, nobody mentions—16Email register
Voice profile and corpus already existWritten voice13Slack register
Default tone at volume; most-sampled writingWritten voice13Decks & deliverablesDORMANT
Artifacts outlive meetingsWritten voice11Public digital3 active / 12
LinkedIn profile
Headline, about, banner, featured: the canonical claimWritten voice60michaelxfan.com
Only surface fully controlled; dead since 28 JunWritten voice · Idea inventory21LinkedIn posts
Whether you have a point of view or just a jobWritten voice · Idea inventory20GitHub profileDORMANT
Proof you build, not just direct—14LinkedIn commentsDORMANT
Taste and generosity in other rooms—13Essays & blogDORMANT
Depth proof: position survives 2000 wordsWritten voice · Idea inventory12ResumeDORMANT
The compressed version; shared layout moduleWritten voice12LinkedIn inboundDORMANT
Recruiter and founder first touch—10Email signatureDORMANT
Tiny, universal, currently default—10Apps as portfolioDORMANT
61 built, 22 alive: reads as volume not judgment—9NewsletterDORMANT
Does not exist. Listed to reject on purpose—2X / TwitterDORMANT
Dormant. Listed so it can be formally killed—1Network1 active / 3
Cross-functional reputationDORMANT
What ops, finance, brand say when absent—10CEO / CRO facing
Two people who set scope and compSpoken voice · Wardrobe8Reference networkDORMANT
The third-party sentence; unmanaged asset—8Personal
In-room2 active / 6
Networking & eventspublicDORMANT
Where new surface area comes fromSpoken voice · Grooming & hair · Wardrobe131:1 depthcircle
Where relationship capital is actually madeSpoken voice10Group socializingcircle
Presence in a room of sixSpoken voice · Wardrobe10Host presencecircleDORMANT
Highest-trust move availableWardrobe · Taste10Dating presenceintimateDORMANT
Early-message register and in-personGrooming & hair · Wardrobe · Physique · Fragrance5Family presenceintimateDORMANT
Low reach, high meaning—2Digital3 active / 6
Close-tier messagingcircle
iMessage: who gets the closer channel—11Response latency (personal)circle
Ghosting, late declines, silence—10Hinge profileintimateDORMANT
The dating brand, authoredWritten voice · Wardrobe · Physique7Instagram storiespublic
Highest-frequency judgment call; the daily oneTaste6Instagram gridpublicDORMANT
The persistent version of the personal brandPhysique · Taste6Instagram DMscircleDORMANT
Wide-tier relationship channel—6Environment0 active / 3
Restaurants & venuescircleDORMANT
Taste made concreteTaste7Gifts givencircleDORMANT
Highest memory-per-dollar surface—5Home & apartmentcircleDORMANT
What the space says to anyone hosted—3Contexts0 active / 2
Toronto MichaelpublicDORMANT
Local identity; which rooms you are known inTaste5Vacation MichaelpublicDORMANT
The off-duty persona; photographic persistenceWardrobe2Family
Contact3 active / 4
Family chatintimate
The everyday channel; latency is the signal—14Calls & cadenceintimate
Whether contact is a habit or a reaction to occasions—13Visits & holidaysintimate
Presence at the events that are remembered—6What parents say to relativesintimateDORMANT
Dark face: the version of you that circulates without you—2Assets
Expression-pillar instruments — referenced by surfaces, not surfaces themselvesvoiceSpoken voice: pace & fillerWhere compression is heard rather than read. Second City is the current program.
voiceWritten voiceDistilled profile + corpus already live at /voice.
bodyGrooming & hairSeen by everyone, every day, in every context. A decision, not a habit.
wardrobeEyewear & accessoriesCheapest distinctiveness available: frames, watch, bag.
wardrobeWardrobe: officeDaily signal to the audience that sets scope.
wardrobeWardrobe: personal & eveningWeekend and going-out. Deliberate or off-duty default.
wardrobeWardrobe: vacationLow reach, high photographic persistence.
bodyPosture & physical presenceRead before you speak; the room's first verdict.
bodyPhysiqueDiscipline made visible. Slowest-moving asset here.
bodySkinHealth legibility; a maintenance floor.
wardrobeFragranceMemory hook. One decision, permanent effect.
tasteTaste: food, music, readingCurrency in social rooms; what you are visibly into.
ideasIdea inventoryThe articulation asset library. Already live at /studio.