SERVICES
How I work with founders. Diagnosis first.
Messaging last.
Most consultants reverse that, and most messaging doesn't stick for that reason. This is what working with me actually looks like, from first conversation to handoff.
Most founders arrive with a messaging problem.
Usually, it's a clarity problem.
THE METHOD
They think they need sharper words, better positioning, a clearer pitch. Sometimes that is true. More often the clarity is missing somewhere further upstream, and new words won't fix a problem that lives deeper in the business.
Before I write anything, I figure out which one we're actually dealing with.
Six steps, done in order. It's the reason the work tends to stick.
01
Diagnose before I prescribe
Before I agree to work with anyone, I want to know whether the work will land. Is the product defined well enough to build messaging around? Do you know who's buying and why? Is there anyone on your side who can run with what I give you? If the answer to any of those is no, I'll tell you. I'd rather redirect you than take the fee and produce something that has no foundation under it.
02
Find the real constraint
The problem a founder presents is rarely the problem they actually have. "Our messaging isn't clear" usually means something further down the stack. You might be selling to the wrong person in the chain. Your outreach channel might not match your bottleneck. The competitor you're worried about might not be the one your customer is actually weighing you against. Better messaging won't fix any of those things. My job is to find the one that's actually in the way before we write a single sentence.
03
Map the full stakeholder picture
In most B2B SaaS sales, there are three people involved: the champion who wants the problem solved, the team who has to use the thing day to day, and the budget holder who signs off. They need different messages. Not different versions of the same message, but genuinely different angles. The team isn't asking the same question as the buyer. One message trying to cover all three usually lands with none.
04
Mine the language, don't invent it
The best message is almost always already somewhere in your head. It turns up in offhand comments, in things you've said to a customer and forgotten about, in the way you describe the product when you're not being careful. My job is to catch those lines and make them usable. Founders can tell the difference between a message that came from their own thinking and one that was invented for them. The first one is the one they'll actually use.
05
Build the foundation
Once the real constraint is clear and the language is mined, I build the thing everyone means when they say "messaging." Mission, value propositions, audience-specific messages, tone of voice, proof points, channel plan. Not a pile of documents. A complete brief that someone else can execute from without me in the room.
06
Transfer it, don't just deliver it
I don't hand over a PDF and leave. The final phase is training. I walk you through everything until you can say the mission, the value props, the differentiation in your own words, without reading from a page. If you can't articulate your positioning in a live conversation, a document won't save you. That's the part most engagements skip. It's the reason most of them don't stick.
THE ENGAGEMENTS
Three ways to work with me
From lightest to deepest. Start where you are.
€470 + VAT · 90 MINUTES
Consultation
A live diagnostic session. You walk me through where you are, I go through the answers you gave in the diagnostic, and we find the gap together. You leave with a strategy document and a clear next step. Sometimes the next step is a sprint with me. Sometimes it's a cheaper fix you can run yourself. Either way, you're not guessing anymore.
This is not the start of free ongoing advice. It's a paid ninety minutes of my full attention. If you book a sprint within thirty days, the fee comes off the sprint price.
FROM €4,500 + VAT · FOUR WEEKS · CORE ENGAGEMENT
GTM Sprint
The main engagement. Four weeks, structured around three phases. Most of what I do for founders happens here.
Week 1. Foundation.
Deep discovery, competitive audit, positioning, and ICP definition. This is the week I don't delegate. I spend it with you, your product, your market, and your data. By the end of it I know what we're actually solving, and so do you.
Weeks 2 and 3. Build.
Messaging framework, tone of voice guide, value propositions, audience-specific messages, channel plan, content calendar. I write the brief. A trusted writer or your own team does the production. I review closely on anything that defines the brand in a lasting way. Homepage copy, launch messaging, investor materials. One revision cycle is built in.
Week 4. Training and handoff
You, me, and whoever else on your team needs to know this. I walk you through the full framework, we roleplay the investor pitch and the sales call, and I don't leave until you can say the thing in your own words. This is where the work actually lands.
What a sprint is not: I'm not your full-time head of marketing. I'm not writing every piece of content after it's done. I'm building the thing that makes everything afterwards faster, sharper, and more consistent.
FROM €1,200 / MONTH · ONGOING · POST-ENGAGEMENT
Strategic retainer
For founders I've already worked with who want to stay close. Up to four calls a month, async review on anything significant before it goes out, priority input on strategic decisions as they come up. A new audience. A repositioning. A senior hire. A new channel.
This is where drift gets caught before it becomes a problem. A founder who has the framework but no ongoing touchpoint will always drift. The retainer is how the work stays sharp without me being on payroll.
What the retainer is not: I'm not writing, designing, or producing content. I'm not managing your team or your vendors. I'm the strategic layer above all of it.
HOW EXECUTION LOOKS
I brief it.
Someone else builds it.
I approve it before it goes out.
This is where founders tend to expect one of two things. Either I hand over a document and disappear, or I become their de facto marketing team. Neither is what you're paying for.
I build the strategic foundation and the brief. A trusted specialist or your own team does the production. I review everything significant before it ships. That's what makes this a consultancy, not an agency. You get senior strategic thinking without paying agency overhead for junior production work. You get a network of specialists without having to manage one. And the person who decided what the message should be is the same person who approves the words.
WHO THIS IS FOR
Honest about fit.
The work lands when
You have a defined product. Not a pivot that might happen in six weeks. A thing that exists and works.
You have a clear customer. You know who's buying, or you're close enough to know after a proper discovery conversation.
There's someone on your side who can execute. A marketing hire, a founder with the time to run with it, or a budget for specialists after the sprint. If there's nobody to carry it forward, the best strategy in the world is paper.
It isn't for you if
The product is still being defined. If the shape of the thing is changing every two weeks, there's nothing stable to build messaging around. Come back when it's defined.
You're looking for a fractional CMO or an agency. I'm neither. I won't attend your weekly team meetings and I won't manage your campaigns.
The training week is not optional. The work only works if we do it together.
Occasionally a founder doesn't need messaging. They need someone to help them build a communications function from scratch, advise on the hire, brief the person, and stay close through the first ninety days.
If that's you, book a consultation and we'll see if there's a fit.