How we work

There are no defined rules or boundaries that show how we work as fractional executive leaders or consultants—CMO, CEO, COO, or fractional design or content leaders. Every product team is different for their strengths, culture, goals, and their weak links. 

We prefer to work with organizations who understand systems and standards—while keeping an eye on their operations and velocity as well. We share our experiences in our writings, talks, and in community presence. Write to us at if you want to discuss how we work.

Write to us

Getting started—early steps

If you have defined the core product positioning—we start from the positioning for how the message and the promise translates into the product experience, in the onboarding, and the customer journey and their moments of success.

If you have just started without a positioning, we shall work with you on the positioning and growth journey.

We design the first conversation depending on the stage of your product, and how you define the need for hiring a fractional executive or a consultant. The discussion gets interesting when we discuss the following.

  • The ideal paying customer if you have defined
  • Their success criteria
  • Your success criteria and the organization goals
  • Your vision of how you translate customer success via the product experience
  • A few words that define the brand
  • If you happen to overhear a conversation between two of your paying customers—what you wish they should ideally be talking about your product or brand.

Our thoughts

  • Designing an intelligent bot—a case study, in an interview with Head of AI Content in Capital One (in 2018): link
  • A systems-driven content supply chain is the life blood of customer experience: link
  • Not Investing in product positioning is a disrespect to the product Itself: link
  • SaaS pricing page and the role of product content strategy: link
  • Aligning content principles with the product principles to have more relevant content systems: link
  • Our decisions framework: link
  • We need design and content systems that support product metrics: link
  • My first experience in product marketing: link
  • [Slides]: My talk on design and content systems, OmnichannelX Conference 2022: link

If you are thinking

“We spoke to many customers but we are experiencing a high churn rate or inactive accounts rate; not sure how we could do it for the retention.”

“Our customers are loving the product and they see the value but our positioning is not very clear—we need to redo it and bring more customer-centric storytelling.”

“Our SaaS product page is getting a good traffic and they are seeing our pricing page but the conversions are too low—I wonder how we can build the urgency and confidence to help them sign up.”

Without overthinking, you can contact us to identify your needs, and if there is a merit in hiring us for fractional leadership roles. Just fill in this small form (Typeform). We shall write back within 72 hours.