Where I built the playbook
I help technical founders find the positioning, messaging, and go-to-market strategy that turns “nobody gets it” into “where do I sign?”
Where I built the playbook
Not because the product was wrong. Because the story was.
The startups that break through don't have better tech. They have a better story — and someone who knows how to tell it.
Your tech works. The market just doesn't know it yet.
Competitive analysis, customer interviews, and an honest look at where your positioning is broken.
Say what you do so buyers get it in 8 seconds. Not jargon. Not features. Language that makes people lean forward.
The feeling people get when they encounter you. I figure out what it should be and make everything deliver it.
Who to target, what to say, how to reach them, and what “working” looks like at 30/60/90 days.
Weeks of analysis compressed into days. Every strategic call is human.
What you're building, where you're stuck. I read every one myself.
Messaging, positioning, competitors, assumptions. The honest picture, not the comfortable one.
Your vision stays yours. I sharpen the story, define the audience, build the strategy.
Positioning that converts. Messaging that resonates. A roadmap you can execute.
MECLABS taught me the science of why people say yes. I ran conversion campaigns for Verizon, the NYT, and the Gates Foundation.
Then I founded Lunchpool — bootstrapped it, pivoted through a pandemic, and learned exactly how expensive the wrong message is.
Now I lead a Transformation Group at Oak Ridge National Lab. It keeps me sharp on what's real vs. hype. Abell Minded is where it all comes together.
I take on a handful of founders at a time so I can go deep. When a spot opens, this is how I pick who's next. Tell me what you're building.
I'll review this personally. If there's a fit, you'll hear from me.