Techteamz
Repositioning adopted. New category, positioning, narrative and strategy approved by the board. Marketing plan in progress. Fractional CMO retainer in negotiation.
Founder Strategy Partner
I make founder-led B2B, SaaS and AI companies impossible to misunderstand — and impossible to ignore.
Positioning, narrative and go-to-market — written next to the CEO, one company at a time.
The practice
I am a founder-side strategy partner for B2B, SaaS and AI companies between pre-seed and Series B. I work next to the CEO at the moments that matter — fundraises, repositioning, category creation, board-level alignment — and I do the work myself.
I clarify the category, sharpen the narrative, define the positioning, build the marketing plan, write the investor memo and redesign the homepage. I do not subcontract. I do not write decks for founders to “review and approve”. I sit in the founder's chair and operate from there.
I work with one company at a time. The principle that makes the practice valuable is also the constraint that makes it scarce.
Method
The Conviction Stack
Five layers, in order, from category down to motion. Most founders try to fix the top of the stack while the bottom is broken. I refuse to.
- 01
Category
the frame the market sees.
- 02
Position
the line in the sand.
- 03
Narrative
the story that travels.
- 04
System
the operating model.
- 05
Motion
the go-to-market.
Recent work
XpertDirect
Repositioning adopted. Board memo: new category, positioning, narrative, and 12-month marketing plan approved by the board; homepage redesign in flight; ongoing Fractional CMO retainer.
Flowlenz
Repositioning adopted. Investor narrative, pitch deck, product-market positioning and go-to-market strategy in progress.
Checkgrow
Investor narrative, pitch deck and fundraising support. Five warm leads for the €4M seed.
Operating principles
- I work with one client at a time.
- I do not subcontract. The principal does the work.
- I do not write decks for founders to “review and approve”. I write them next to the CEO.
- I do not bill by the hour. Strategic work and hourly framing are incompatible.
- I do not pitch. The first transaction is a paid Strategy Memo.
- I publish what I think. Everything I believe about positioning is on the Thinking page.
- I decline more briefs than I accept. Fit is the practice's most important asset.
Selected thinking
On founder positioning
A manifesto for founders who refuse to outsource the most important sentence their company will ever write.
Category is upstream of everything
Why the layer most founders skip is the one that determines how every other layer is read.
Most positioning is a feature list with adjectives
A contrarian read on the rebrands, decks and homepages that mistake decoration for decision.
I work with one company at a time. If the timing is right, the next opening is the right place to start.