Storytelling & Thought Leadership
Turning technical work into stories developers and executives care about.
• Storytelling & Thought Leadership, Field Notes
Giving Amazon a Voice in the Developer Productivity Conversation
Google-backed frameworks like DORA and SPACE dominated how the industry talked about developer productivity. I led the content strategy that put Amazon's Cost-to-Serve framework into that conversation.
• Storytelling & Thought Leadership, Field Notes
Turning an Orphaned Talk Show into a Change-Management Engine
I inherited a talk show with no owner and no purpose. We rebuilt it around three use cases and made it the main way the company learned to use its AI tools.
• Storytelling & Thought Leadership, Field Notes
From Blasting Everyone to Reaching the Right Engineers
Hundreds of product managers were announcing features to tens of thousands of engineers with no audience strategy. We built the personas, standards and governance to fix it.
• Storytelling & Thought Leadership, Field Notes
Building an Employer Brand Developers Actually Respond To
Our team competed for engineers against companies with much stronger stories about what it's like to build there. A competitive audit gave us language that worked.
• Storytelling & Thought Leadership, Field Notes
From Invisible to On the List: Repositioning Capital One for Developers
Capital One was doing serious engineering work, but developers saw a bank. We reframed the brief, proved the claims, and took the story to where developers were.
• Storytelling & Thought Leadership, Field Notes
Quality Over Volume: Rebuilding the Data Behind Developer Marketing
Our developer survey said no one had heard of Snowflake, a sign we were asking the wrong people. Fixing the panel, the personas and the agency brief meant missing a target to hit the right one.
• Megashift, Storytelling & Thought Leadership
New Wave Accelerators with John Lynn of The Studio Project
Rob Kleiman sits down with John Lynn of the Studio Project to discuss how Startup accelerator programs are the future of work and the future of education in the New Economy. John is a connector, innovator, and leader in the NYC tech community. Prior to co-founding the Studio Project, which…
