Make the world get it

I help frontier companies define their category, sharpen their message, and win their market. Buyers and investors, and candidates will get what you do, how you're different, and why you matter.

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Positioning consulting for AI and frontier tech startups such as:

Temporal Runlayer Rerun Pinecone Pydantic Restate Console AT&T Netlify Kumo Scorecard Dagger Teleport Domino Data Lab Galileo FoundationDB CalypsoAI Scalyr

What founders say after working with me:

  • “If you're a technical founder, don't be stupid: work with Greg.” — Andy Berman, Runlayer
  • “Greg is an alien. The more complexity you throw at him, the clearer his ideas become. He rocks!” — Vanja Josifovski, Kumo
  • “Greg's work has been absolutely transformative for the company.” — Ev Kontsevoy, Teleport
  • “Having Greg was like having an ace up my sleeve.” — Nick Elprin, Domino

Writing

  1. Learn, build, judge, ship: What to look for in your first (AI) marketer
  2. Do it in jeans first
  3. After four years at Pinecone, I'm back to consulting
  4. Removing stuff is never obvious yet often better
  5. Would Anything (of Value) Be Lost?
  6. Being Swamped is Normal and Not Impressive
  7. Signups Shmainups
  8. The First Pancake
  9. I Changed My Mind About Product-Led Growth
  10. I am Joining Pinecone
  11. Looks vs Results
  12. Overview of Product-Led Growth (PLG)
  13. No New Categories
  14. Bits of Consulting Advice
  15. Webinars Should Be Lectures
  16. Simple Systems Have Less Downtime
  17. When AWS, Azure, or GCP Becomes the Competition
  18. Doing Something Stupid
  19. AI is All Natural: What to Do About Ambiguous Labels
  20. Bad Words for Describing Software Products
  21. Year in Review: My Fifth Year of Consulting
  22. Make Buyers Want to Pay
  23. Choosing Your First Marketing Hire
  24. Think Out Loud
  25. The Joy of Troubleshooting
  26. Get Customers from Quora
  27. Commit to a System
  28. Selling Software to Snake Charmers, and Other Mistakes
  29. Clarity is Underrated
  30. Reject the First Ideas
  31. Dishonest Customer Logos
  32. SEO for B2B in 300 Words
  33. Get URL + UTM Parameters with Javascript
  34. To Get More Replies, Say Less
  35. Your Software Company's Blog is Not a Journal
  36. Why Ad Campaigns Fail
  37. Bad Marketing Advice
  38. Don't Design Your Emails
  39. How to Use LinkedIn Sponsored Content to Get Sales Leads
  40. Should You A/B Test Small Changes or Big Changes?
  41. There's Nothing Clickable About the Color Red
  42. A Reminder to Talk to Your Audience
  43. It Pays to Have a Marketer Who Codes
  44. Should You Hire a Freelancer or a Consultant?
  45. How to Find Consulting Clients
  46. The First Question to Ask Trial Users
  47. How to Take Customers from Competitors with Alternative SEO Pages
  48. How to Find Quick Wins in A/B Testing
  49. Forget Calls-to-Action, Focus on Obvious Next Steps
  50. Designers Who Don't Talk Like Designers Get Hired
  51. Stop Asking Me to "Sign Up"
  52. Usability Testing is Easier Than You Think
  53. Creating a New Business Model for Cartoonists