Marketing & GTM
Most products do not fail because they are weak.
They fail because the market never quite understands who the product is for, or why it exists right now.
That is the work I do here.
Start with research, not channels
Before CAC, before funnels, before spend, there is research. Most GTM problems show up later as high CAC or low conversion, but they usually begin much earlier: a fuzzy ICP, shallow user research, or an internal narrative that has not been stress-tested outside the team.
I spend time here deliberately. Talking to users. Reading how the market already frames the problem. Understanding what people think they want versus what they actually respond to.
When this layer is weak, everything downstream becomes expensive.
Finding the ICP you can actually reach
"Developers" is not an ICP. "AI-first startups" is not an ICP. Those are categories.
An ICP becomes real when you can describe:
- what triggered their search
- what alternatives they considered
- what made them hesitate
- what finally convinced them
GTM work here is about narrowing until the message stops drifting. When the ICP is right, messaging sharpens, distribution gets cheaper, and CAC balances.
When CAC is a signal
High CAC is often treated as a performance problem. If a product requires too much explanation before it converts, the market is telling you something. Either the positioning is off, the promise is unclear, or the audience is too broad.
Strategy meets execution
Performance campaigns, content, and video are not just acquisition tools, they are research instruments. I design GTM work so it feeds learning back into the product narrative.
Distribution as a loop
A YouTube video forces clarity. A newsletter shows whether ideas compound or decay. Paid campaigns expose weak assumptions quickly. The goal is a feedback loop between message, market, and cost.
What this work looks like in practice
Depending on the stage, this can involve:
- GTM strategy grounded in ICP research
- Narrative and positioning work before any spend
- Performance marketing with learning as a first-class outcome
- YouTube scripting and setup for technical founders and teams
- Iterating messaging until CAC reflects understanding, not friction
Who this is for
This work is a good fit if:
- You are building something real but struggling to articulate it externally
- CAC feels high for reasons you cannot fully explain
- You want GTM to make informed product decisions
If you are looking for aggressive scaling before narrative clarity, this approach will feel frustrating. That is a feature, not a bug.
How engagements usually start
We start with a conversation. Not about channels or budgets, but about:
- who you believe your ICP is
- what research you have already done
- where confusion keeps showing up
From there, we decide what needs to be clarified, tested, or shipped. Scope stays tight. Outcomes stay explicit.