Strategist

Most marketing fails at the first step. It describes the product rather than the problem.

I founded Waferchip to do the opposite. The consultancy works with B2B technology businesses on the kind of strategy that doesn't announce itself: positioning that reshapes how a category is understood, messaging that changes what a buyer believes before they ever speak to sales.

The concept I keep returning to is borrowed from football. Der Raumdeuter, the space interpreter. The player who doesn't run to the ball but to where the ball will be. Good strategy works the same way. You're not responding to what the market says it needs. You're finding the gap nobody else has thought to occupy.

At hyperexponential, that has meant building campaigns from first principles: identifying what senior underwriters actually think (not what they'll say in a survey), finding the language that lands, and designing the architecture that converts that understanding into pipeline.