I help founders define their organization’s foundational identity.
Who are we? What do we believe? Who are we serving? Why do we exist? Why now? What makes us meaningfully different? How should these answers evolve as the company does?
We’re living at the intersection of heightened human emotion and artificial intelligence.The best B2B GTM strategies understand both.
Hey, I’m Maya. I help founders and leadership teams build organizations people believe in.
My conviction
Building a product has never been easier.
Building something people believe in has never been harder.
Product value and ROI used to be enough. Today, they’re table stakes. As functional advantages become easier to copy, buying decisions depend more on trust.
THEN:
Will this platform work for my business and deliver a good ROI?
NOW:
That, and… do I trust the people behind it? Do they understand me? Do I want to work with them for years?
Trust is built or lost through every story people hear about your business and every experience they have. What matters most is whether those stay consistent.
Capture emotion. Deploy it with AI.
The context your company’s second AI brain needs to do good work is the same context your market needs to understand and trust you.
Every business faces a few simple questions. Very few answer them clearly enough to actually operate from them:
- What do we stand for?
- Who are we serving?
- Why us?
- Why now?
- What should people expect from us?
- Why should anyone believe in what we’re building?
Why me
These aren’t simply marketing questions.
I’ve spent thirteen years alongside vertical B2B founders trying to answer them from the marketing side. The problem is, marketing can’t answer them alone. They’re identity questions.
Those answers shape what a company builds, how it explains itself, who it attracts, how decisions get made, and eventually what kind of organization it becomes.
That’s why my work has crossed:
- Product marketing
- GTM strategy
- Category creation
- Executive alignment
- Customer experience
- Sales
- Community
- Storytelling
- Operations
Six startups. Thirteen years. From individual contributor to senior executive, the hardest problems I’ve worked on keep coming back to identity.
Why this?
Every tech company takes two things to market: its product and itself.
Most startups spend almost all of their energy on the first.
Organizations that are easier to understand become easier to choose.
Organizations that consistently deliver what they promise become easier to believe in and recommend.
Over time, that trust compounds into durable growth.
My work
I help leadership teams make that identity visible across the customer experience.
How should it show up across positioning, messaging, product, sales, content, customer experience, and the other places people come to understand your company?
I help organizations build that identity into how they actually operate.
Create the shared context that guides decisions, connects GTM work across the customer lifecycle, and gives your AI systems something solid to work from.
Let’s chat.
I’m interested in conversations with founders, executives, investors, and operators building for niche markets.
Whether you’re hiring an executive, looking for an advisor, or working through a strategic challenge, let’s connect.