category-design
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Maya Mason Built Trust for Technology Designed to Disappear
Across flash memory, legal technology and embedded lending, Maya Mason learned to market products that vanish inside someone else’s experience. Her answer is a quiet discipline: earn trust before the sales call begins.
Sun Lee Wants to Make Every Working Minute Mean More
The designer behind SurveyMonkey’s curiosity era has spent a career giving difficult software a human voice. At Laurel, she is taking on the slipperiest brief yet: explain what our time is really worth.
Michael Londgren Is Teaching Enterprise Marketing to Sound Human Again
After helping DocuSign and Seismic widen the categories around their products, Michael Londgren gave RFPIO a new name. His latest campaign is more difficult: making AI-assisted business communication feel considered, specific and unmistakably human.
Bernd Leger’s Long Game: Make the Story Hold
Across cybersecurity, workforce software and sales enablement, Bernd Leger has kept returning to the same hard assignment: make a company’s promise survive contact with its customers.
Jacob Fabbri Is Building a Market for the Work Nobody Wants to Do
After two decades marketing association software, Jacob Fabbri left a planned sabbatical to give accounting automation a sharper story. His method is equal parts category design, customer empathy and a willingness to build the booth attraction out of 50,000 LEGO bricks.
Karen Bucks Is Teaching the Office to Explain Itself
The former software founder and longtime SaaS marketer has a new brief: turn floor plans, badge swipes and office politics into a story the C-suite can actually use.
Giselle Bisson
Giselle 'Gigi' Bisson is a Silicon Valley go-to-market and narrative strategist who has spent roughly four decades turning breakthrough technology into stories people trust. Trained as a technology journalist at InfoWorld, she moved into product marketing and PR, working on launches at HP, Adobe, Apple, Sun, Citrix and others, and helping take companies through a NASDAQ IPO and acquisitions by Google, Intel and McAfee. She is a partner at Chain Reaction PR, the first female mentor at Founder Institute Silicon Valley where she has guided more than 100 founders, and a writer who publishes on Medium and Substack under the Visibility Shift banner.
Sean Regan
Sean Regan is SVP of Product and Solutions Marketing at ServiceNow, the enterprise cloud platform reshaping how work gets done. With a career that spans Atlassian, Symantec, and DocuSign, he is one of the sharper B2B marketing minds in Silicon Valley - someone who built product marketing orgs from scratch and is now helping position ServiceNow's AI-native platform at the frontier of autonomous enterprise work. He also founded Deviate Partners in 2014, an advisory firm where he advises and invests in tech companies.
Nicolas Cole
Nicolas Cole is a digital writer, serial entrepreneur, and one of the most-read writers on the internet - accumulating over 100 million views across platforms. He co-founded Ship 30 for 30, the largest cohort-based writing program online, alongside Dickie Bush. A former #1 most-read writer on Quora out of 200 million users, Cole built a ghostwriting agency (Digital Press) scaling to $2M+ annual revenue, co-created Category Pirates newsletter with Eddie Yoon and Christopher Lochhead, and launched the Premium Ghostwriting Academy - a 7-figure program in under 90 days. Author of 'The Art & Business of Online Writing,' he runs a portfolio of writing businesses generating over $5M annually, training thousands of writers worldwide.