I build brand positions that drive real growth
(for founder-led businesses, by someone who has run one)
Most founder-led brands don't have a growth problem. They have a position problem — and every month it stays unfixed you pay twice: once in ad spend that buys attention nobody remembers, and again in the discount you give to close the sale anyway.
19 years across agency, in-house and the CEO's chair. M-shaped: deepest in positioning and AI systems, fluent across the whole marketing stack.
In three weeks he showed us we were in the wrong category argument entirely.
We'd spent two years trying to outspend competitors on the same promise.
Our cost per acquisition halved because the message finally matched what people were already looking for.
He doesn't hand you a deck and disappear.
He sat with my team until they could run the system themselves, then made himself unnecessary — which is exactly what I paid for.
Our follow-up stopped depending on who happened to remember.
The rare marketer who has actually carried a P&L.
Most consultants hand founders a strategy that needs a team of twenty behind it.
His fit the team we actually had, and it survived him leaving. That's the part nobody else delivers.
How Growth Actually Happens
Same four stages every time, in this order. Skip one and the next one costs more than it should.
Fix the position
We settle what the brand can credibly own and what it gives up to hold it. Nothing else gets decided until this one is.
Strategy & execution plan
Offer, price, channel and message turned into a plan with owners and dates — sized for the team you actually have, not the one a deck assumes.
Automate to scale
Where manual work is capping growth, we build the AI layer. Only where it removes real hours or real inconsistency — automation everywhere is just a bigger mess, faster.
Reporting
One weekly view of what moved, what it cost and what changes next month. This is the loop that makes month two onwards compound.
Automation isn't a separate product I sell you. It's stage three — and plenty of brands never need as much of it as they expect, because stage one fixed the problem they came in with.
Let's Talk Outcomes
Business Growth Consultancy
Positioning and growth, as one engagement. You already know the symptoms: leads that go quiet after the price, a sales call that starts by justifying why you cost more, a competitor winning work you know you'd have done better. None of that is a campaign problem.
I've spent 19 years on one question: what makes a customer choose this brand over the cheaper one sitting next to it? That answer outlives every campaign you'll ever run — and it decides what your economics are even allowed to look like.
I'm not here to sell you creative. I'm not here to sell you deliverables. I'm here to drive real business outcomes.
I Find The Position You Can Own
- Category and competitor mapping before a single message gets written
- One claim the brand can defend, with the proof that makes it believable in ten seconds
- The trade-off written down — what you give up on purpose
- Placeholder: add a real repositioning result
I Fix The Economics Behind It
- Offer, price, channel and retention reviewed against the P&L, not the ad dashboard
- Acquisition budget set by lifetime value, not by last month's spend
- Placeholder: a CAC or margin number you moved
- Placeholder: a revenue ceiling you broke through
I Leave A Team That Can Run It
- Message architecture the whole team executes from
- Documentation and dashboards, not a deck in someone's inbox
- Training so the system survives after the engagement ends
- Placeholder: a client still running it today
“This one decision changed what we could charge.”
Put the strongest message a client has ever sent you here — ideally unedited, with a number in it.
– Client name, Company
Stage Three: Where AI Earns Its Place
AI Marketing & Automation Architecture
Stage three, not a product bolted on the side. Count what a slow reply costs you. A lead that waits four hours has usually already spoken to someone else; a follow-up nobody remembered to send is a sale you paid to generate and then dropped.
If your team is still copying leads between tools and rewriting the same email for the fifth time, you don't have a staffing problem. You have a missing layer.
The decisions stay human. Pricing, negotiation and knowing when to walk away don't get automated — the repetition does.
I Build Systems That Hand Hours Back
- Manual follow-up replaced by routing that works at 2am as well as 2pm
- One approved source publishing across every channel
- Placeholder: hours per week a client got back
- Placeholder: response time before and after
I Build Consistency A Small Team Can Hold
- Every channel sounding like the same brand, making the same claim
- Sequences that react to behaviour and go quiet the moment someone replies
- Placeholder: a system still running today
- Placeholder: a lead-to-call rate you improved
Would rather build it in-house? I'll coach you through it.
Consultancy is the main way I work. But some founders would rather own the skill than rent it — so I also coach founders and their teams through building the digital business themselves. Same material, different seat.
Here's a few ways that happens 👇
Marketing
System Master the machine. Keep the judgement.
Advanced AI Marketing Training
Learn the hybrid working model that lets a small marketing team publish, route and report at the pace of a department three times its size — without the output quietly turning to sludge.
Most AI marketing training is hype, hypotheticals and prompt lists. I've spent months building these workflows inside live businesses: how to train a voice model on a real brand position, how to wire the publishing and routing layer, and exactly where a human has to stay in the loop.
In this training I walk you through the fundamentals of both positioning and the AI stack, then show you step by step how to build the content pipeline, the lead-routing system and the weekly reporting view your team will actually use.
Worksheet Find the one claim your brand can own abutahersumon.com
Free Tools & Guides
This is the same worksheet I open a paid sprint with: the questions that decide what a brand can credibly claim, and what it has to give up to hold it.
When you sign up, you'll get the following:
- The five decisions every position rests on
- A category map you can fill in for your own market
- The proof checklist — what makes a claim believable in ten seconds
- Occasional emails on positioning and AI systems, unsubscribe any time
Add your email tool’s shortcode in the Customizer to start collecting addresses.
Am I The Right Person For This?
Worth knowing before you give up 45 minutes. I'd rather lose the call than take on work that was never going to go well.
This works when
- ✓ You're the founder, or you can get the founder in the room — positioning decisions can't be delegated.
- ✓ You already have customers. I can sharpen a position; I can't invent demand that isn't there.
- ✓ You're willing to give something up. Every real position costs you a segment you're currently chasing.
- ✓ You want your team to run it afterwards, not to keep me on retainer forever.
This doesn't
- × You want more leads this week. Positioning pays over quarters, not days — a media buyer serves you better right now.
- × The real problem is the product or delivery. Marketing makes a weak product fail faster, not slower.
- × You want AI bolted onto everything because competitors are talking about it.
- × Nobody on your side has time to make decisions for the next quarter.
Book A Free Requirement Call
Free · 45 minutes · No pitch
Before any proposal or price, we spend 45 minutes on your requirements: where the brand sits today, what you've already tried, and what a good outcome would actually look like. It costs nothing, and you leave with my honest read either way — including if the answer is that you don't need me.
You talk, I ask
Thirty minutes on the business as it actually is — numbers, customers, what you've already tried and why it didn't hold.
I tell you what I see
My read on where the real block sits, on the call, whether or not it's something I'd be involved in fixing.
You decide, later
If it's a fit, I send scope and price in writing afterwards. No decision is asked for on the call.
You decide, later
If it's a fit, I send scope and price in writing afterwards. No decision is asked for on the call.
Pick a slot
Free requirement call, 45 minutes, on video. The calendar below shows my real availability — pick whatever suits you.