That means understanding what customers actually value, making sure your products reflect that truth, and telling your story in a way that everyone, from dealers to end users, instantly understands.

Most of my work fits into three focus areas: customer truth, product truth, and brand truth.

Customer Truth

Clarity starts with understanding who you serve and what they truly care about. I use customer insights, segmentation, and competitive intelligence to uncover where your products fit best and how to win there. That work can include qualitative research, customer journeys, emerging segment profiles, and decision support tools that help you invest in what really matters.

Product Truth

Once you know your customer, the next step is building products and portfolios that deliver real value. I help manufacturers simplify complex lineups, clarify differentiation, and translate insights into product roadmaps that make sense. Sometimes that means portfolio rationalization or opportunity validation. Sometimes it’s helping product and sales teams work better together.

The goal is always the same: a product strategy that’s clear and built on serving customer truth.

Brand Truth

Your story is how the market experiences your product truth. I help companies find and express that story with brand architecture, messaging strategy, and go-to-market planning that makes it easier for customers to say yes. That can take the form of brand pillars and voice, product selling narratives, segment-specific messaging, or full go-to-market playbooks for sales enablement.

When it all aligns…

When your customer truth, product truth, and brand truth connect, you don’t need to push as hard. Sales conversations flow more naturally. Dealers and reps know what to say. Your teams stop guessing and start flowing. That’s the power of alignment. It’s what I help companies achieve every day.

Experience and Approach

I’ve spent two decades building more than 75 hardware, software, and service products across music, audio, and professional equipment. I bring a mix of product management, marketing, and strategy experience that helps companies see their business clearly and act decisively. I call it post-heroic leadership: empowering teams, fostering collaboration, and building processes that make success repeatable.

If you’re facing complexity: too many products, unclear positioning, or internal friction; I can help you realign and simplify for growth.