Positioning and messaging for B2B tech. Audience research, positioning audits, messaging direction.
I run positioning and messaging work for B2B tech companies in
automotive embedded software, IoT, mobility, deep tech, B2B SaaS
and technical training.
I got here by being wrong for three years.
I co-founded a mobility software company and ran its marketing.
We built for vehicle manufacturers. Long cycles, long
integrations, and a buyer who was not going to move for years no
matter how good the product got. We kept refining the pitch. The
pitch was not the problem.
What changed it was listening differently. Not to the people we
were pitching, but to the people around them. At industry events
and in the local network, the same thing kept happening: someone
would sit through the explanation, nod, and then ask about
something we had not mentioned. Operations. Who maintains it.
What happens when a small team has to run it without us. For a
long time I treated those as side questions.
They were the actual question. The people asking them were fleet
operators and municipalities, and they had a problem now, not in
three years.
We repositioned. Same product, different buyer, different order
of arguments. In the first year after that change we closed five
mid-sized clients, two institutional ones, and one vehicle
manufacturer, and got the first application running in a vehicle.
The feature we had built our entire pitch around turned out to be
decisive for one of those buyers and irrelevant to the others.
That is the work I do now. Most companies I meet do not have a
communication problem. They have an order problem: several
audiences, one message, and the audience with the shortest path
to a decision never hears a reason to move.
Before all of this I worked in the aerospace ecosystem, on
project control and governance. That is where the discipline
comes from: findings before opinions, evidence before framing,
and a written decision at the end instead of a deck of
suggestions.
Outside of client work I spend my time exploring new technology
and designing. Both feed the same instinct: taking something
built by specialists and finding the version of it that lands
with someone who is not one.
I work in English, Spanish and Italian, and I am based in
Toulouse, France.
Work Terms
Hours
Monday to Friday, 8:00 to 17:00 Central European Time (GMT+1).
I reply to messages within two hours on working days.
How I price
Project-based or hourly, depending on the scope.
Positioning and messaging work is usually a fixed project price, because the value is in the decision at the end, not in the hours it takes to get there. Hourly makes more sense for ongoing advisory or when the scope is genuinely open.
Either way, I quote after a scoping call, not from a job description alone. The brief and the actual problem are usually not the same thing.
Payment
Fixed-price projects run in three milestones: 40% to start, 30% at the midpoint review, 30% on delivery. All payments go through the platform.
Hourly work is invoiced weekly against logged time.
Larger engagements can be split into more milestones if that works better on your side.
How I run a project
Work is delivered in phases with a review point at the end of each one. You see findings before conclusions, so nothing arrives as a surprise at the end.
Communication
Written first. I send findings in a document you can read, comment on and forward internally, then we talk. Calls are for decisions, not status updates.
I work best with clients who want the reasoning, not just the output. When something in the findings contradicts the original brief, I bring it to the table so we can discuss it.