No one cares about the boiled potatoes.
When we think back on a great meal, it’s rarely the main course we describe in detail—it’s the dessert. The treat. If you were anything like me as a child, it was the moment you looked forward to all through dinner—the reason you cleared your plate.
Messaging works the same way. That final moment—the impression that lingers after your audience has walked away—is usually what matters most.

In the world of communication, we call this the “after.” And no one explains it more clearly than Andy Bounds.

What Andy Bounds Taught Us About ‘Afters’

Andy Bounds is best known for his work on communication that actually lands. If you’re new to his work, we highly recommend checking out:

• His book The Jelly Effect – a practical guide to clearer, more effective communication.
• His website: andybounds.com – full of resources, short videos, and practical tips.
• His LinkedIn posts – where he regularly shares refreshingly clear, real-world advice.

These materials are a masterclass in simplicity and impact—and they’ve helped shape how we think about messaging that actually sticks.

One of his core insights is simple but powerful:

People don’t care what you do. They care what happens after you’ve done it.

In other words, the impact. The transformation. The difference your work makes once it's finished. Not the process, not the deliverables—the real-world results people walk away with. It’s the thing they remember, talk about, and value most. And the reason they should care.

Most messaging models hint at this—talking about benefits, outcomes, or value propositions—but few make it as central (or as memorable) as Andy does. That’s why we’ve chosen to build it into our own framework at First Principles.

How to Find Your ‘Afters’

Start by asking yourself:

• What changes for someone after they’ve worked with us?
• What do they gain, feel, or finally understand?
• What do they no longer have to worry about?

If your website, pitch deck, or LinkedIn profile doesn’t clearly answer those questions, you’re probably leading with potatoes. And nobody remembers those.

The First Principles ‘Afters’

Here are some of the 'afters' we have identified for our own business:

• Everyone in the business will be clear on what you’re working towards and how you're getting there—no more ‘vision’ statements that no one really believes in.
• Your core values will make it clear to anyone who might want to work with you what you believe and how you operate. They will attract the right people and help you stay aligned as a team.
• You’ll have HR policies that reflect who you are and how you do things—not a generic, off-the-shelf handbook.
• You'll have a business plan that genuinely guides everyday decisions and keeps you on track to achieve your goals- you'll stop writing the same plan every year- the one you leave in the drawer until the following year. (No it isn't just you that does that...)
• You and your team will be excited and optimistic about tech and AI, rather than fearful and resistant.

You might note that we write our 'afters' as if we’re sharing them with a potential or new client. This makes sure our communication is always directed towards them- we don't want to slip into talking about us in this of all sections.  

Turning ‘Afters’ Into Something You Can Use

Once you’ve identified your afters, the real magic happens when you start using them. They shouldn’t sit in a strategy doc—they should run through everything you share, from your website to your team meetings.

We don’t have a lot by way of external materials yet, but here’s a flavour of how our afters might feature:

On our homepage:

We help ethical, ambitious businesses find clarity, embrace technology, and grow with confidence—without losing who they are.

In a proposal:

By the end of this project, your team will be clearer, more aligned, and better equipped to make good decisions every day—not just during planning season.

In a conversation:

Most of the businesses we work with already care deeply. They just need a way to bring that into focus—and a plan they’ll actually use.

That’s what afters do. They’re not buzzwords or outcomes on a list. They’re what makes your message real, memorable, and useful.

Testimonials We Hope to Earn

Here’s the kind of feedback we hope to earn as First Principles takes shape:

“I feel clear again. Like I’ve finally cut through the noise.”

“We’re not just talking about purpose anymore—we’re living it.”

“Our messaging actually sounds like us.”

“I’ve got a framework to grow, not just another to-do list.”

“This helped us focus on the kind of work we want to be known for.”

These aren’t pulled from real client testimonials—yet. But they’re the kinds of comments we aim for, and they’re grounded in the afters we’ve set out for ourselves.

Your Turn: Are Your ‘Afters’ Clear?

You’ve probably got more afters than you realise. But are they coming through clearly in how you show up, speak, and share your work—or are you still leading with boiled potatoes?

Whether your brand is new or well-established, we’re building tools that can help you test whether your message is landing—and if not, how to fix it.