Drive MARKET
MOMENTUM
Big Brands Scrappy Startups
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We help tech companies form winning product and marketing strategies with a unique vision and positioning that leaves competitors in the dust.
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Why Us?
We ꨄ the work
Previous roles in marketing, solutions, partnerships, product, and sales
We talk tech
AI, Platform, Data, Analytics, CRM, CDP, Marketing, and Payments launches
We drive fast
Leaders in product and GTM strategies at scrappy startups and multi-billion dollar brands.
Work Stories
If you work in tech, you’ve had a launch that didn’t land well. There are crash-and-burn landings, but more often engine sputters where all that hard work turns into missed launch goals. Usually, it’s one of four major product-market “misfits”; the target customers, their problems, your products, and the experiences you provide in taking them to market. What makes fixing these misfits difficult is getting to the root of the problem, which is usually a combination of creatures taking you off track. Skimming over customer research causes you to build the wrong product and probably waste a lot of money on ads or time on sales outreach. When they don’t fit, I picture them as Pixar-like monster misfits...
Fixing Product-Market “Misfits” and Launch Misfires
The AI race is the WestWorld version of the Wild West. Everyone has set out on the trail ready to kill the competition, but few companies have struck gold. It’s great if you have loads of funding to start mining, but most are still digging in the dirt for direction on how to position, package, and sell AI. Do you launch with a freemium model, packaged premium, per user, teams, tokens, outcomes strategy? What about existing products? How do you message when some customers see AI as the future, and others fear the worst???
Monetizing AI in the Modern Gold Rush
When Kendrick Lamar dropped the GNX album, it brought me back to the late 90’s in Boston. I was a typical east-coast suburban teenager listening to west-coast hip-hop. I loved fast cars, especially the Buick GNX, but the budget for my first car afforded me something less cool. I went down a rabbit hole and dug up a story that hit home because of my love of music and cars. Buick and Kendrick pivoted their offering, expanded to new audiences, and re-energized their brand. Not dissimilar from strategies for B2B tech...
Market Fit, Muscle Cars, and Music
When Kendrick Lamar dropped the GNX album, it brought me back to the late 90’s in Boston. I was a typical east-coast suburban teenager listening to west-coast hip-hop. I loved fast cars, especially the Buick GNX, but the budget for my first car afforded me something less cool. I went down a rabbit hole and dug up a story that hit home because of my love of music and cars. Buick and Kendrick pivoted their offering, expanded to new audiences, and re-energized their brand. Not dissimilar from strategies for B2B tech...
Market Fit, Muscle Cars, and Music
Who owns pricing and packaging? Projects can be initiated by one department's goals, tied to a launch, forced by a competitor, or a combination of the three. The goals are always to drive revenue (deal size, duration, win rate, quantity, etc), and sometimes adoption/retention, if problematic. After a few of times, you start seeing traits of successful projects. First, they are validated by the market, or even better come from customer requests. But for many, talking about pricing and packaging is taboo.
Bundling Strategy with Product Packaging
Highlighted Work
MonetizeAI
Free, packaged premium, /user, tokens, outcomes, so many options each with...
Vision'25
Whether product-led, sales and service-heavy, or both, adoption and pricing...
Package/$
Adoption:-)
RE/PlatformV.2
When buyers aren't one size fits all, or they speak different languages, packaging...
Taking 2 steps back to take 10 forward (hopefully) is hard, what you say matters...
Tech changes fast and you gotta keep up with releases, but creating a hoslitic story ...
Category'S
If you're trying to create a category, take ownership, or just rent one for a bit, there...
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We share tools to fine-tune your launch engine and help you avoid product-market misfires with new blueprints, collaboration techniques, and technology like AI to turbocharge product marketing and GTM.