Imad

Introduction

I help companies say what they do, clearly enough that everyone repeats it the same way.

12: years in practice
40+: engagements delivered
9: sectors worked in

Most of the businesses I work with are not unclear about what they sell. They are unclear about which sentence comes first — and that one gap quietly costs them the pitch, the hire, and the round.

I work in close, short engagements with founders and leadership teams: finding the position, writing the language that carries it, and building the system that keeps it consistent once I’m gone.

The work is deliberately small in scope and specific in output. No decks that get filed away — a decided position, the words for it, and the tools to hold the line.

Practice

Three things, done properly.

Positioning &
narrative

Deciding what the company is for, who it is for, and what it refuses to be. The output is a position you can defend in a board meeting and a story your team can retell without the deck.

Market & category read
Positioning decision
Narrative & messaging

Brand
systems

Turning the position into something usable — voice, naming, hierarchy, and the rules that keep fifty people making the same decision without asking.

Verbal identity
Naming & architecture
Guidelines & governance

Go‑to‑market
direction

Making the position earn its keep: the pitch, the site, the launch, and the first ninety days of proof that the new story actually lands with buyers.

Pitch & sales narrative
Launch direction
Site & category content

Selected work

A few engagements worth describing.

2026 Northbound Capital Repositioned a fourteen-year-old fund from “generalist” to a defined thesis, ahead of a new raise. 2025 Halden & Co. Verbal identity and naming architecture for a forty-year-old firm entering three new markets. 2025 Verrier Health Category narrative and sales story for a clinical platform selling into hospital procurement. 2024 Atelier Sonn Brand system and launch direction for a design-led manufacturer’s first direct offering. 2024 Prosper Labs Positioning and pitch narrative through a Series B; the deck stopped needing a translator.

Working together

Three ways in.

Two weeks

Diagnostic sprint

A fast, honest read on where the story breaks and what it would take to fix it. Ends with a written recommendation you can act on with or without me.

Six to twelve weeks

Full engagement

Positioning, narrative, and the system to hold it. Run with a small group of decision-makers, not a committee. Most work lands here.

Ongoing

Advisory seat

A standing monthly session for teams who have the position and want to keep it sharp through hiring, launches, and the next raise.

Contact

Tell me what you’re trying to say.

Send a paragraph about the company and the problem. I read everything and reply within two working days, including when it isn’t a fit.

hello@imad.co

Or find me on LinkedIn — currently booking from October.