If everything in your category looks the same, differentiation is the game.
Your machine may be better. Lighter, stronger, faster, more stable, more reliable. But if customers can’t see, feel, or believe the difference, the market treats you as a COMMODITY.
Most companies don’t lose because their product is weak. They lose because their story is. That means understanding what customers actually value, making sure your products reflect that truth, and telling your story in a way that everyone, from dealers to end users, instantly understands.
I help OEMs turn strong engineering into strong positioning.
When Customer Truth, Product Truth, and Brand Truth align, machines get the credit they deserve, and competitors struggle to keep up.
I bring 20 years of experience building and launching 75+ products across audio, consumer tech, and heavy equipment, plus founding and selling a venture-backed startup. I combine that operator experience with fast, high-resolution market insight to help you:
Know your customer better than your competitors do
Position your machine with absolute clarity
Build a story that dealers can actually sell
Shorten sales cycles and close higher-quality customers
Prevent commoditization
Unlock white-space opportunities before others see them
This isn’t marketing.
This is commercial advantage.
The Truth Triad: The Alignment Your Company Has Been Missing
Customer Truth
You can’t win customers you don’t understand. I run rapid insight loops that reveal what dealers, operators, and fleets actually believe — the real friction, the real jobs-to-be-done, and the unspoken constraints shaping buying decisions.
Product Truth
Specs don’t differentiate you; outcomes and experiences do. I help you clarify where your machine wins, where it doesn’t, and what’s hiding in your white space. This becomes the backbone of every sales conversation.
Brand Truth
Brand is the story the market tells about you when you’re not in the room. I align the company around a narrative that is simple, sharp, and usable. A story that lifts price, increases trust, and gives your sales team an unfair advantage.
Who I Work With
Founder-led OEMs
Owner/operators preparing for major growth
Distributors and importers entering the U.S. market
Category challengers fighting entrenched incumbents
If you build machines for professionals: landscapers, maintainers, contractors, utility crews, construction teams, arborists, you’re in the right place.
What It’s Like to Work Together
Fast. Insight-driven. Operator-level clarity.
I don’t produce decks that collect dust. I create decisions, alignment, story, and movement. Many engagements are 4-12 weeks and include:
High-resolution customer insight
Product and positioning teardown
Story architecture and messaging frameworks
Dealer and channel validation
Go-to-market readiness
Sales enablement playbooks
One goal: make your machine the obvious choice.
Your product deserves more credit than it’s getting.
Let’s fix that.
If you’re an OEM founder, leader, or distributor and you know your machine should be winning more, I will help you grow.