Align what you build with what they buy.
Let’s find the one reason customers should choose you over the competition. We focus your product and your story on that winning angle. The result: Investors spot your value instantly, and your business scales.
Most tech startups don't have a product problem.
They have an alignment problem.
The product says one thing. The marketing says another. There's no clear reason to choose them over what already exists. And everything — sales, retention, fundraising — suffers for it.
The fix isn't better copy. It's finding the one strategic axis that only you can own and redesign your product and processes, your story and your operations around it. When everything points in the same direction, customers stay and investors stop asking you for clarification.
Find the angle. Realign everything
around it.
Analyze the terrain
I analyze your company, customers, and rivals to identify where the market is headed and find the hidden gaps your competitors are missing.
Define the angle
I identify the one positioning opportunity that only you can own. Not a tagline — a strategic position that changes the terms of competition.
Realign everything
I audit your product experience and rebuild your narrative around the new strategic axis, ensuring your product and message are in sync.
12+ years building, positioning
and selling tech products.
HandCash
Fintech startup — co-founded and led as CEO. Built and scaled the product and brand from zero. Successfully acquired in 2024.
ExitPaymail
Designed the brand identity and positioning for an open-source payment protocol adopted across the ecosystem.
BrandingAccenture
Led their newly created AI division in Madrid, delivering projects for Google, BMW, and Telefónica. I enjoyed the scale, but missed the speed of the startup world.
AI StrategyJobbie
Social network for peer-to-peer services between neighbours. Founded and led as CEO from concept to market.
Startup
Official Partner — Ries Global
Representing Ries in the United Arab Emirates. The methodology behind positioning leaders like Apple, Southwest Airlines, and Papa John's. ries.com
Ready to align your product with your market?
I work with a small number of startups at a time. Let's have a conversation and see if there's a fit.