Work
Each one teaches a layer of the Conviction Stack. You should learn something even if you never become a client.
How to read these
Layer · Position
Marketing plan, in flight.
A category claim, repositioning, narrative, and a strategic memo have been adopted. A marketing plan is in progress. Retainer in negotiation.
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Layer · System
New direct-hiring AI platform launching soon.
Wrote the board memo that reframed the year. The twelve-month marketing plan that followed was adopted unchanged. Homepage redesign in flight; the engagement continues as an ongoing Fractional CMO retainer.
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Layer · Category
Making a company fundable.
Investor narrative, pitch deck, product-market positioning and go-to-market strategy — written as one document, not five.
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Layer · Narrative
Investor narrative for a seed round.
Rewrote the investor narrative ahead of a competitive pre-seed window. The work supported the close of a pre-seed round and surfaced five warm conversations for the €4M seed before the deck was finished.
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Layer · Category
The creation of the Clean Niche Beauty category.
Co-founded and ran the company that named and defined a new category in Central European beauty retail. The category was upstream of pricing, distribution and brand voice.
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Layer · Position
Pricing power from a clean position.
Co-founded and ran a contemporary art gallery and a premium event venue whose position made price legible. Built brands of emerging Central European artists. Exhibited in Prague and at major international art fairs in London, Amsterdam, Barcelona, Strasbourg, Bologna and Dubai.
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Layer · Motion
An early digital and SaaS practice.
Founder and CEO of an early digital and SaaS practice that served Telefónica O2, Penize.cz, Sarajevo Film Festival and more than a hundred other clients across decades of digital and early-SaaS work.
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If your company sits inside one of these layers right now, that is usually a good place to begin.
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One essay every fortnight. A monthly note. No tracking, no upsells. Useful if you run a B2B, SaaS or AI company and think about positioning.