My Services
I work with companies of all sizes, from startups to publicly traded enterprises. Your company's size is less important than the complexity and scale of the problem you want to solve.
Clients engage with me when approaching a critical inflection point in the business, often in conjunction with a big project such as a product launch, sales kickoff, or strategic customer event.
Whatever your needs are, I can build a package just for you.
Core story system
Details
I work through your marketing, sales, and product teams to create a story system for your company. This is the foundation for developing all downstream messaging and assets dependent upon your target audience. See my approach.
I will conduct internal interviews with key stakeholders and subject matter experts and external interviews with customer champions. I will dive deep into your product and understand how it works. I will review existing content and materials to understand where you are today and where you want to go. Then I build your story system with you as a partner.
Deliverables
Strategic category and positioning assessment
Harmonic messaging framework
Corporate narrative
Add-ons
Additional deliverables can be added to every engagement
Company pitch deck
Executive pitch deck
Keynote narrative & slides
Keynote production & demos
High-level sales demos
Company blueprint/marketecture
Website messaging
Category definition workshop
Custom engagement and advisory
Details
If you’ve got a major project coming up, like a keynote, rebrand, or category overhaul, I can help you accelerate your plans, reduce risk, and deliver excellence. Sometimes you just need a co-pilot to get through a storm.
I also have deep experience building teams, creating GTM strategies, and driving demand-generation programs.
“Having worked closely with Kevin, I can confidently say that his dedication to the high-value craft of strategic market positioning and effective customer communication is unmatched. His insights and exceptional skills have consistently delivered outstanding results.”
💭FAQs
What about my existing product marketing team?
Product marketing is a broad profession with many different areas of practice. PMMs are often spread thin and may not have the time or interest to go as deeply as I do into your category, messaging, and positioning.
I love working with PMMs and consider them essential internal stakeholders. Think about me as a way to extend your product marketing capabilities for a short window when you need extra help and expertise.
What if I have an existing category?
Categories evolve just like markets. Even if you’re the leader in your category, you must continually position yourself against new competitors, educate your market, and redefine your category with each product launch.
If you aren’t the leader, you must reframe the category and position yourself against the leader. Competing within an existing category requires even sharper positioning and differentiation.
Will you work in our office or on-site?
I am located in Burlingame, CA. If your office is in the Bay Area, I am happy to devote time to meet with your team in person. Generally, this will happen at the beginning of the engagement and then at key points throughout the engagement when reviewing strategy and messaging.
If you’d like me to fly out to a specific session or event, I am happy to do so, depending on the project's scope. For a keynote, I am committed to being on-site for rehearsals and through the keynote itself.
Do you work with Command of the Message and other frameworks?
I’ve gone through Force Management’s program and understand Command of the Message (CoM). How I format messaging is less critical than a rep’s intuitive understanding of the problem, pain, solution, value, and differentiation. I translate messaging into tangible downstream assets reps can use in the field, which expresses your messaging. My goal is to drive outcomes and put theory into practice.
What makes you different from category design firms?
Some firms focus solely on category design and helping clients orchestrate lightning strikes (big events). I do aspects of category design, but my focus is much more practical. I don’t just facilitate the work; I do the work. Until a message or story is expressed within a customer-ready deck or demo, does it really exist? If you’re working on a keynote, I can help you produce the keynote experience from end to end and ensure every demo hits the mark.
Please read about my approach.