Reputation risk doesn't start with a crisis
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It starts with narratives and perceptions. And most organizations detect them too late, after opinions are already set.
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996 Advisors helps leaders identify, measure, and respond to narrative-driven risk before it impacts enterprise value.​
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Free beta. Limited intake
You May Already Be Exposed
to Narrative Risk
Narrative risk rarely appears as a clear signal. It builds across audiences, platforms, and stakeholders before becoming visible through events or crises.
If even one of these feels familiar, the signal is already moving.
You may be in the early stages if:
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Issues feel like they escalate without warning
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Different stakeholders interpret the same event in conflicting ways
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Online narratives move faster than internal awareness
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The issue hasn't hit the mainstream media yet, but conversation is building
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Conversations feel fragmented, polarized, or difficult to steer
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You are constantly reacting instead of anticipating
Reputation Risk Can Be Measured Before It Escalates
Reputation risk emerges when there is a gap between how an organization intends to be perceived and how it is actually perceived by its stakeholders. That gap erodes trust and can materially affect enterprise value.
Reputation risk is measurable.
The 996 Reputation Risk Framework identifies how these gaps form and evolve through three interconnected dimensions:
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MOMENTUM
​Momentum captures how the volume and intensity of conversation are changing over time. Rapid growth or sudden shifts in attention often signal emerging risk—or opportunity—before outcomes are visible.
AUTHORITY AMPLIFICATION
Which voices are shaping, validating, or accelerating those narratives. Not all stakeholders carry equal weight—this dimension identifies when influential actors are legitimizing a narrative.
PERCEPTION &
POLARIZATION
How different audiences interpret the same issue. Rising polarization signals that issues may be harder to resolve and more costly to manage.
Together, these dimensions provide early warning signals and help organizations prioritize where intervention is most needed.
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​​Emerging narratives gaining momentum
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Who is shaping and amplifying them
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Where risk is forming across audiences
​Not media monitoring. Not sentiment tracking.
Decision-ready intelligence.
Free Beta. Limited Intake.
FAQ
What is 996 Advisors provide? 996 Advisors is a Canadian firm focused on measuring and managing reputation risk through narrative analysis. We help organizations understand how perception forms, evolves, and impacts enterprise value.
What is reputation risk? Reputation risk emerges when there is a gap between how an organization intends to be perceived and how it is actually perceived by its stakeholders. That gap can erode trust and materially affect enterprise value.
What is narrative-driven reputation risk? Reputation risk is increasingly driven by how narratives form, spread, and are interpreted across audiences. Narrative-driven reputation risk focuses on how perception is being formed by external actors seeking to influence your key stakeholders. By monitoring and tracking how these narratives are shaped, we can identify reputation risk, and devise strategies to mitigate it, before public opinion becomes entrenched.
How is this different from media monitoring or sentiment analysis? Traditional approaches track volume and tone. The 996 framework measures narrative momentum, authority amplification, and perception polarization to identify risk before it becomes visible through events.
What does Spin Intelligence provide? Spin Intelligence is a weekly intelligence briefing on Canadian narrative dynamics, surfacing emerging issues, tracking who is shaping them, and identifying where perception is shifting across audiences.
Who is this for? Spin Intelligence is designed for leaders responsible for reputation, risk, and strategy in complex, high-stakes environments where perception shapes outcomes.