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The system that gets your
AI product shortlisted.

I work with B2B AI founders on four things that decide whether a buyer finds you, believes you and remembers you: your story, the surfaces you show up on, the system that keeps you there, and the signal that shows what’s working.

Book a 30-minute call Ways to work together

Four layers, one system.

Layer 1

Story

What you do, for whom and why now, in words a buyer can repeat to their boss.

Most AI products get described by what the model does. Buyers shortlist by the problem it removes. We find the sentence that connects the two, test it against how your customers already talk, and make it the spine of everything that follows.

What I do

  • Interviews with customers and lost deals
  • Category and competitor mapping
  • Positioning and messaging workshop with the founders

What you get

  • Positioning statement
  • Messaging guide for site, sales and social
  • The founder’s point-of-view pillars

Layer 2

Surfaces

The few places your buyers actually pay attention.

B2B buyers do most of their research before they speak to a vendor: in LinkedIn feeds, newsletters, communities, review sites, comparison pages and, more and more, in ChatGPT and Perplexity. We pick the two or three surfaces that matter for your buyer and make sure you show up there with something worth reading.

What I do

  • Buyer research: where your best customers learned about you
  • Audit of your site, LinkedIn and AI answers for your category
  • A focused channel plan

What you get

  • Channel map
  • AI search visibility baseline
  • A 90-day plan for two or three channels

Layer 3

System

A weekly rhythm the founder can keep up through launches, hiring and fundraising.

Distribution compounds only when it keeps going. We build a publishing system around the time your founder really has: an idea bank, a drafting workflow, a calendar tied to your product roadmap, and a launch plan for the moments that matter.

What I do

  • Founder content workflow and idea bank
  • Launch and release planning
  • Templates your team can run without me

What you get

  • Publishing cadence and calendar
  • Content workflow and templates
  • Launch playbook

Layer 4

Signal

Which work turns into pipeline, and where to put more effort next.

Every month we look at what brought demo requests, which pages buyers read before a call, what they say on the call about where they heard of you, and what AI assistants now say about your product. Then we cut what isn’t working and double down on what is.

What I do

  • Attribution setup, including a “How did you hear about us?” field
  • Monthly review with the founders
  • AI answer tracking for your key buyer questions

What you get

  • Pipeline attribution dashboard
  • Monthly review and recommendations
  • A plan to double down

Three ways to work together.

Every engagement starts with a call and a written proposal scoped to your stage.

About 2 weeks

Distribution audit

A clear read on where you stand and what to do next. I talk to your customers, audit how you show up today, including in AI answers, and hand over a 90-day plan.

Best for: Seed teams that need direction before they hire or spend.

Ongoing, monthly

Founder-led distribution

All four layers, run with you every month: positioning, the founder’s LinkedIn and newsletter system, AI search visibility and a monthly pipeline review.

Best for: Teams with early traction that want a steady source of pipeline.

About 4 to 6 weeks

Launch

A launch or launch week planned and run end to end: the story, the assets, the channel plan, the community push and the measurement afterwards.

Best for: A major release, a funding announcement or a new category.

Built for founders selling AI to businesses.

A strong fit if

  • You’re a B2B AI startup, seed to Series B
  • You have a working product and your first paying customers
  • A founder is willing to be the public voice of the company
  • You sell to teams, in the US or worldwide

Better to wait if

  • You’re still before product or before your first customers
  • You sell mainly to consumers
  • You’re mainly looking for someone to run paid ads

Not sure where you sit? Book the call anyway. You’ll still leave with a starting plan.

From first call to a working system.

Book a 30-minute call
A clean white desk with an open notebook, a pencil, a phone and a laptop
  1. 01

    Call

    30 minutes on your product, your buyers and what’s working today.

  2. 02

    Plan

    A written proposal: where your buyers pay attention, what to build first, and the scope.

  3. 03

    Build

    We put the system in place together and review what turns into pipeline every month.

Questions founders ask first.

Don’t see yours? Ask it on the call.

Book a call
What stage of startup do you work with?

B2B AI startups from seed to Series B, once there’s a working product and a first group of paying customers. If you’re earlier than that, book the call anyway. You’ll leave with a starting plan.

We already have a marketer or an agency. Where do you fit?

Alongside them. I set the positioning and the distribution system, so the people you already have know what to say, where to say it and how to measure it. If you haven’t made a marketing hire yet, I can cover that gap and help you hire well when it’s time.

How much of the founder’s time does this take?

Founder-led distribution needs the founder’s voice, but very little of the founder’s week. Usually a short weekly conversation to capture ideas, plus reviewing drafts. I turn that into posts, pages and launch plans.

Do you do the strategy or the actual work?

Both. Strategy comes first: positioning, channels and a plan. Then I build the system with your team, from the publishing workflow to the launch assets, so it keeps running without me in the room.

Our product is very technical. Is that a problem?

It’s a good fit. I trained as an engineer, so I can read your docs, use the product and talk to your engineers. The job is translating what it does into the problem a buyer recognises.

Can you help us show up in ChatGPT and AI search?

Yes. It’s part of the Surfaces layer. We track the questions your buyers ask AI assistants, see who gets cited, and work on the pages, reviews and mentions that shape those answers. I wrote about the approach in Your buyers ask ChatGPT before they ask your sales team.

How do you measure whether it’s working?

In pipeline. We track demo requests and where they came from, what buyers say on calls about how they heard of you, and how often AI assistants name you. You get a monthly review of what to keep, cut and double down on.

How soon will we see results?

Clearer positioning and channel changes show up within weeks. Pipeline from content usually builds over three to six months, and we track it from the first week so you can see the trend early.

What does it cost?

It depends on scope and stage. After the call you get a short written proposal with the plan, how we’ll measure it and the price.

I’m an investor. Can you help my portfolio companies?

Yes. If a portfolio company needs help with distribution, send them my way.