Positioning and go-to-market for tech companies.
Thought leadership and crisis comms for the founders, CEOs and investors who run them.
Named one of Australia’s Top 100 Innovators by The Australian. Written for Wired, TIME and The Australian Financial Review.
- Discourse
- Exponentially
- Hop Labs
- Cloudset
- r.Potential
- Sentinel
What I do.
All servicesStart here
GTM test: $2,500, one week.
I go through your marketing and sales funnel as a customer and report what breaks. Buy it online. No discovery call.
Go to market.
Three steps, in order. Test the funnel, fix the positioning, then take it to market.
GTM test
I go through your marketing and sales funnel as a customer and report what breaks.
$2,500Fixed price
Positioning sprint
Two weeks to agree who you’re for, what makes you different, and what to say.
$15,000Fixed price
Full GTM
I plan and run your go-to-market after the sprint, month to month.
From $8,500 a monthMonthly
For the people who run them.
Thought leadership and crisis comms for founders, CEOs and investors.
Also.
The agent system I run, installed for your marketing and comms team.
Sound familiar?
Your homepage could be anyone’s
Your category all uses the same words: platform, modern, AI-powered. Buyers can’t tell you apart, so they default to price.
Your launches land with a thud
You spent months building and a week on the launch. The announcement went out and the market didn’t move.
Paid is doing brand’s job
Every lead costs more than the last, because nobody knows who you are until they click an ad.
Your content blends in
Everyone’s using the same tools on the same brief. Generic copy costs you trust every time someone reads it.
What I believe.
- If your homepage could swap logos with a competitor and nobody would notice, you don’t have positioning. You have a template.
- AI made content free. The only thing left with real value is taste.
- Brand is demand gen with a longer payback period. Skip it, and you pay for every lead forever.
- Distribution is the product now. If an agent can clone your features in a weekend, the only moat left is who already listens to you.
Clients.
My workDiscourse
“JA is a legend.”
Within weeks they turned our team of extremely reticent writers into willing and excited contributors, something we’d been trying to do for years, with little success. Their ability to uncover an interesting angle on a story and make it enjoyable to research and write has been fundamental to helping us find our voice.
Hawk, CEO, DiscourseExponentially
“Sharp, direct, and incredibly actionable.”
They cut through the noise and zeroed in on what really matters, the heart of the product and service. Excellent work.
Leslie, CEO, Exponentially.com
How I work.
Agents handle the research, the first drafts and the monitoring. My time goes on the decisions and the edit. Here’s how that runs in a sprint and in a retainer.
A positioning sprint, over two weeks.
Research
I review your product, messaging, sales materials, customer evidence and up to five competitors, and interview up to three of your people. Agents gather and summarise; I read what matters.
Workshop
A half-day session with your decision-makers to agree the audience, the alternatives, the differentiation, the category and the claims you can support.
Write
I write the positioning document and the messaging framework, with a sample homepage hero and sales introduction.
Readout and handoff
One readout, one consolidated revision round, and a prioritised brief for where to apply it first.
A Full GTM retainer, every month.
Plan the month
I set the month’s priorities against the positioning and agree them with you.
Produce
Agents research, draft and monitor. I make the calls and edit every piece.
Ship
Launches, content, press, paid and sales materials go out across your channels.
Report
What worked, what didn’t, and the plan for next month.
Meet JA.
I’m a writer and founder exploring tech, ideas, and the people building the future. Named one of Australia’s Top 100 Innovators by The Australian, I’ve written for Wired, TIME, The Australian Financial Review, The Saturday Paper, the San Francisco Chronicle, and the ABC.
Insights.
All posts
Three Marketers and an Infinite Compute Budget
Keep the people with taste. Give them the tools. Rebuild the marketing department around judgment.
Railway’s Breach Was Also a Communications Failure
The engineering response and the communications response are different jobs. Railway’s October 21 incident shows what happens when nobody owns the words.
The Retainer Teardown
I took a $2M holding-company retainer apart line by line and rebuilt the same scope with one senior operator and four agents. It costs 6.8% of the fee.