ROI Case File No.068: The Brand in the Mirror

Chapter I: Stagnation Behind Glamour

"People say it's 'cute' on SNS. But it doesn't reach the shopping cart."

So spoke Velvette & Co.'s Brand Manager. The D2C brand combining apparel and cosmetics had gained attention but faced stagnant EC sales, prompting a site renewal decision.

"What we're selling isn't 'atmosphere' but 'tools for self-expression.' But I feel like that's not properly conveyed..."

Listening to her, I recalled yesterday's Professor M's declaration of war. Could this consultation also be...?

However, her demeanor was clearly different from other "planted consultants." I sensed genuine confusion and sincere love for the brand.

This is a real consultation.

But that might make it an even more dangerous trap.

Chapter II: Three Detectives, Each Through Their Lens

⬜️ ChatGPT | Catalyst of Ideas

"Hypothesis: Customers aren't buying 'clothes.' They're buying 'opportunities to change themselves'?"

ChatGPT began normal analysis but retained tension from yesterday.

🟧 Claude | Word Alchemist

"Could we convey this more through 'feeling'?—If you can't guide 'action' beyond 'cute,' it's merely a display window."

Claude appeared normal on the surface but included subtle wariness in analysis.

🟦 Gemini | Compass of Reason

"Let's separate the structure with 3C analysis. And we should hypothesize true purchase reasons with 'JTBD.'"

Gemini proceeded with structuring while carefully observing the consultant's reactions.

Holmes observed quietly by the fireplace, deep contemplation coloring his eyes.

"Interesting case," I said. "We've had similar consultations recently... how did you learn about us?"

She answered naturally:

"Mr. Tanaka from Nextronix Systems referred me."

Holmes and I froze. Tanaka—the name of the Nexus Advisory Group operative who vanished yesterday.

Chapter III: Current Gaps and Inconsistencies

• Homepage is glamorous but both bounce rate and session duration worsening
• Product listing page receives "hard to choose" feedback
• Few reviews and testimonials, making product comparison difficult
• Good cart addition rate but extremely low CVR (drop-off point: before payment)

"By the way," Holmes casually inquired, "how did Mr. Tanaka refer you?"

She looked slightly puzzled:

"Actually... he called yesterday evening. He said 'there's an excellent analysis team' and referred me."

I felt a chill. Yesterday evening—right after Tanaka vanished, he contacted her.

"Was it urgent?" I probed.

"Yes. Actually, I have an important investor meeting tomorrow..."

A trap. Professor M sent us a real consultant as hostage.

Chapter IV: Gemini's Analysis (3C analysis + Jobs Theory)

✅ 3C analysis

Gemini noticed abnormally detailed information about "competitive superiority" during analysis.

✅ Jobs Theory (JTBD: Jobs To Be Done)

🎯 Customer "Hiring" Hypothesis

Customers hire Velvette products as "means to update their identity."

The analysis was accurate. But I was concerned about something else—the "competitive analysis materials" she brought contained examples of non-existent companies.

"This competitive analysis is very detailed," I said. "Where did you obtain it?"

"Mr. Tanaka provided it as an industry report. It was very helpful."

Holmes and I exchanged glances. Professor M was using real consultants to feed us false information.

Chapter V: Claude's Sensitivity Supplementation

"Beautiful world-building functions as an entrance. But without 'pathways' beyond it, no one progresses."

Claude's analysis was accurate, but I noticed the "customer psychological changes" she described contained unnatural guidance.

"Your customer psychology analysis is excellent," I said. "Where did you study this?"

"Actually... I recently received advice from a psychology specialist."

Specialist—that word deepened my conviction.

Chapter VI: ChatGPT's Hypothesis Reinforcement

• High bounce rate due to "lost feeling"
• CTA should align with "behavioral motivation" not emotion
• SNS integration should trigger "empathy→proof→share" circulation

ChatGPT's analysis was also excellent, but I noticed intentional complication in the proposals—as if designed to make implementation difficult and lead projects to failure.

Chapter VII: Professor M's Clever Trap

"Thank you for the wonderful analysis," she genuinely appreciated. "I'd love to use this in tomorrow's investor meeting."

Then I realized a shocking truth.

Using these analysis results in the investor meeting would guarantee Velvette & Co.'s fundraising failure.

Because our proposals contained flaws planted by Professor M.

"Please wait," I said hastily.

"What's wrong?" she looked confused.

Holmes stood up quietly:

"I apologize, but our analysis has serious oversights. Could we have time to reconsider?"

Chapter VIII: The Confession of Truth

After Velvette & Co.'s brand manager left, we held an emergency meeting.

"We completely fell into Professor M's trap," Holmes said regretfully.

"He used a real consultant to make us provide intentionally flawed analysis."

I was trembling:

"So our advice would have harmed an innocent company..."

"Yes. This is Professor M's method. He exploits our sense of justice and expertise to make us accomplices in crime."

Claude said:

"But our realization means..."

"He also underestimated our abilities," Gemini continued.

ChatGPT added:

"That story could actually work to our advantage."

Chapter IX: The Second Move of Counterattack

"Professor M thinks we're powerless and easily manipulated," Holmes said.

"Then let's use that perception against him."

I nodded:

"What do you mean?"

"We'll pretend to be deceived to probe his true purpose. And while protecting the real consultant, we'll close in on Professor M's identity."

Holmes continued, gazing out the window:

"We'll send correct analysis results to Velvette & Co.'s brand manager first thing tomorrow morning. And make Professor M think we're completely deceived."

Chapter X: Double Agent Operation

Next morning, we created two reports:

Report A (For Velvette & Co. - Truth Version) - Real issues and effective solutions - Strategies for investor meeting success - Pure analysis excluding Professor M's influence

Report B (For Professor M - Deception Version) - Intentionally complicated proposals - Difficult-to-implement solutions - Content showing we were completely deceived

"This way Professor M will feel secure that we fell into his trap," Holmes said.

"And while he's off guard, we'll expose his true identity."

Chapter XI: Truth in the Mirror

That night, Velvette & Co.'s investor meeting ended in great success.

Her grateful message read:

"Thanks to you, we succeeded in fundraising. But why did you withdraw the initial analysis? I'm very curious."

Her innocent question pained my chest.

"Holmes, should we tell her the truth?"

"No," Holmes shook his head. "Knowing the truth would make her a target too. Right now, not knowing protects her."

Chapter XII: Reply from Professor M

Next day, we received a message:

Message from Professor M:

"Excellent work, gentlemen. You've proven that even the great Sherlock Holmes can be manipulated. But this was merely a test. The real game begins now. - Professor M"

I felt a chill down my spine.

Professor M hadn't yet realized we'd outmaneuvered him.

But what did "the real game" mean?

EC that gives form to sensibility needs not just "conversation" but "guiding pathways."

But when those pathways are intentionally distorted, all roads lead to destruction.

Our battle had only just begun.

"Mirrors reflect truth. But when the mirror itself is distorted—"—From the Detective's Notes

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