category-creation
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Bhava Found a Better Way to Launch Tech: Prove the Problem First
A small San Francisco agency has spent 15 years translating difficult technology into stories people can repeat. Its neatest trick is simple: before announcing the answer, prove the problem is real.
Stacy Shelley Built Cybersecurity Brands Before the Market Learned to Trust Them
After two acquisitions and two decades selling security to people paid to distrust claims, the Asheville marketer is betting that useful tools and sharper ideas will outlast the content mill.
Stephanie Buscemi Put Marketing Where the Product Meets the Ledger
She took the long way into technology, then spent a quarter-century turning difficult software into a story customers, developers and finance chiefs could share. Her method is unusually plain: get close to the product, count what matters and listen before speaking.
Chris Cummings Has Spent a Career Teaching Old Systems New Tricks
From storage efficiency to private-markets AI, Chris Cummings keeps arriving where established industries meet a new operating model. His method is equal parts category design, practical metrics, and impatience with waiting for perfect data.
Claire Darling Is Rewriting Marketing’s Job Description
After three decades of turning enterprise software into stories buyers can act on, Uniphore’s five-time CMO is making a sharper wager: the next marketing department will behave less like a campaign calendar and more like a living operating system.
Supriyaa Goswami Makes Difficult Software Easier to Explain
The Whatfix marketing chief has spent two decades moving from people systems to product stories. Her recurring lesson is disarmingly simple: adoption begins when complexity stops asking to be admired and starts making itself useful.
Rick Schultz Made Patience a Marketing Strategy
At Databricks, a former student-newspaper editor helped turn an awkward technical proposition into a category buyers could repeat. His method was unfashionably simple: choose the audience carefully, find the right words, and resist changing them too soon.
Londonne Corder Is Giving the Overlooked Logistics Yard a Name
After decades marketing enterprise technology, Londonne Corder found her most literal challenge yet: explain the robots moving 80,000-pound trailers through the neglected space between warehouse and highway.
Scott Hogrefe Built a Security Brand Around the Most Useful Word in Business: Yes
He arrived before Netskope had a public story, left long enough to test another path, then came back to help turn security's oldest reflex - no - into a case for intelligent permission.
Joe Scotto Made Invisible Cyber Risks Impossible to Ignore
Across factories, hospitals and the human side of security, Joe Scotto built a career translating hidden cyber risk into stories that executives could see, measure and act on. Two startups he marketed were acquired within four years.
Thomas LeDuc Put Cybersecurity’s Invisible Defenders on the Big Screen
He helped take Semperis from a few million dollars in recurring revenue to centaur status. Then the Detroit-area CMO returned to filmmaking to tell the human story behind cyber defense.
Chandar Pattabhiram’s Real Product Is the Story That Makes Software Matter
He studied machines, discovered theater, and found his calling translating complex software into human stakes. After three decades in enterprise technology, his favorite operating system is still a good story.
Rob Gonzalez Spent 14 Years Making the Digital Shelf Legible
A PalmPilot prototype disappeared in a restaurant fire. The larger idea survived: make commerce systems speak clearly to one another, then keep building until an industry learns the language.
Chris Kent Is Bringing an Engineer's Eye to the Age of Autonomous Code
Before Chris Kent sold the future of software, he built it, secured it and learned how institutions mistrust it. Now Coder's CMO is translating the rise of AI agents for enterprises that want speed without surrendering control.
Dana Loof Makes Complicated Technology Sound Useful
Across three decades, Dana Loof has sold ideas most people cannot see - cloud storage, zero-client computing, AI security screening, and now the quiet software behind safer kitchens. Her specialty is turning technical machinery into a story that makes operational sense.
Dan Lowden Has Built a Career Making Invisible Threats Impossible to Ignore
After 12 startups and eight exits, the Blackbird.AI CMO still prefers the difficult shot. His method is part category design, part patient listening - with a romance novel tucked into the same improbable résumé.
Seth Knox Has Spent a Career Giving Security’s Next Problem a Name
From endpoint security to email identity, confidential computing and AI data governance, Seth Knox’s career follows a useful pattern: arrive while the category is still foggy, then give customers a map.
Andres Botero Built a Career Naming What Enterprise Software Does Next
From accounting automation to cyber resilience and autonomous pentesting, the Horizon3 CMO has made a career of translating technical products into market categories - then tying the language to revenue.
Michael Schanker Wants Marketing to Earn Its Place at the Revenue Table
The OneTrust CMO began as a CPA, learned persuasion while carrying a sales quota, and now argues that marketing's job can be stated in five plain words: set up sales to win.
Aviv Cohen Made Cybersecurity Marketing Funny - Then Helped Make Validation a Category
An engineer learned to sell security without selling fear. At Pentera, Aviv Cohen used category language, cartoons, a children’s book, and one memorably put-upon goat to make continuous security testing easier to remember.
Paul Campaniello Keeps Returning to the Hard Part: Making Complex Technology Make Sense
His résumé is a tour of software categories that needed translating. His civic life is the opposite: one Massachusetts town, nearly four decades, and a habit of staying put.
Jen Grant Left the Stage. She Never Stopped Directing the Story.
Before Jen Grant helped explain cloud storage, search, analytics, and AI, she toured with a children's theater company. The surprise was not that she left acting. It was that she had already found her part: building the company behind the show.
Jason McClelland Learned to Sell Software by Thinking Like a Developer
Before he marketed clouds, search, data, and software security, Jason McClelland wrote code. That technical beginning still shapes his operating idea: choose one customer job, tell its story clearly, and build the commercial machine around it.
Nipul Chokshi Keeps Turning Data Into Decisions People Can Use
An electrical engineer became a marketer by learning where signal ends and noise begins. Across Marketo, Yammer, Lattice, Atrium and now Fourth, Nipul Chokshi has built a career around making complicated products useful, legible and hard to ignore.
Dan Barnhardt Knows the Most Important Product in Enterprise Software Is the Story
Before he marketed enterprise software, Dan Barnhardt managed Hollywood talent. Two decades later, the Deltek CMO is still doing a version of the same job: finding the story that lets complicated work command the room.
Cindy Goodrich Is Marketing the Conversation Nobody Wants to Start
An engineer turned brand builder, Empathy's first CMO has spent two decades making new categories feel human. Her current brief may be the hardest one yet: earn attention without exploiting the moment.
Peter Isaacson Keeps Finding the Missing Middle
From a 28,000-account wake-up call to AI agents that answer when buyers do, Invoca CMO Peter Isaacson has spent four decades making marketing answer one stubborn question: did it move the business?
Kari Hanson Is Making the Messy Office Legible
Robin's CMO has spent her career turning complicated software into a problem buyers can recognize. Her latest puzzle is the hybrid office - part schedule, part system, and still full of human whims.
Tara Ryan Has Spent 30 Years Making Complicated Software Sound Human
From a Fresno farm to four IPO journeys, Ryan built a career by turning dense enterprise technology into stories people could use - and by refusing to let fear do all the selling.
Jessica Schiller Put a Bicycle on Water - Then Kept Pedaling
A bridge that stopped halfway gave Jessica Schiller an unreasonable idea. A decade of engineering, rejection and open water turned it into a machine - and a way of seeing unfinished paths as invitations.