Making Products Real Through Better Marketing
I help technical founders and product teams explain complex products in ways that actually resonate with customers.
Start a conversationI help technical founders and product teams explain complex products in ways that actually resonate with customers.
Start a conversationPerception precedes experience. Your positioning creates a framework for understanding before the first interaction ever occurs.
The behavioral approach to positioning makes the right things easy. We focus on understanding how people actually decide, not how they should decide.
Every extra detail costs attention. Good positioning removes cognitive friction by creating simple, memorable frameworks that connect technical capabilities to human value.
I help product teams launch without the usual chaos, hype, and letdown. We'll build momentum through a staged approach that actually works - starting with friendly users, collecting real stories, refining messaging, and scaling what works.
Add-on: Launch Video Package - concise product demos, customer testimonials, or explainer videos that drive action.
I create customer-focused FAQs and context documents that work for both humans and AI. We'll capture actual customer language, create consistent answers for different audience segments, and format everything to work with modern AI tools.
Add-on: Internal Training Videos that explain how to use these documents and answer tough customer questions.
I make complex products make sense to actual humans. Over a 3-day intensive, we'll strip away insider jargon, create concrete before/after examples of your value, develop simple visual metaphors, and build a messaging framework any team member can use.
Add-on: Explainer Video Series that translates your simplified message into compelling visuals.
I create videos that explain your product better than you ever could in writing. From customer testimonials that don't feel forced to demos that actually make sense, I'll handle the entire process from script to final delivery with a focus on transformation.
I learn your product and the problems it solves through structured interviews, data analysis, and competitive assessment. We identify the gap between your capabilities and market needs to find positioning opportunities.
I identify what actually matters to customers by stripping away technical complexity and focusing on transformation. We build frameworks that align with how decisions happen in your market, focusing on simplicity and action orientation.
We refine based on what resonates, testing messaging with real audiences and measuring impact. I believe in getting to this step as fast as possible, because real-world feedback is more valuable than theoretical perfection.
Repositioned data platform around decision velocity rather than features, connecting technical capabilities to business outcomes. Simplified complex concepts into a clear decision framework for executive buyers.
Developed behavioral-driven onboarding sequence that demonstrated immediate value, reducing cognitive load and showing clear path to ROI. Used progressive disclosure to transform technical capabilities into business outcomes.
"Their approach connected our technical capabilities to market needs in ways we hadn't considered. What began as a positioning exercise became the strategic foundation for our entire go-to-market strategy."
We start with a focused conversation about your specific challenges. No generic proposals or presentations.
hello@cortado.workWe respond within 24 hours.