After running AdTribe for six years and managing over $100M in ad spend, I learned how hard it is to build and keep a world-class media buying team.

Finding great talent takes months.
Training takes even longer.
And the wrong hire can cost you clients and profit fast.

So I built the service I wish existed back then — Haven.

Haven is a white-label media buying partner that helps marketing agencies scale without hiring.

For $799 per account, you get a complete senior-level growth team:

✅ Media buyer
✅ Creative designer
✅ Video editor
✅ Developer
✅ Performance strategist

No hiring. No overhead. No training headaches.

Today, more than 20 agencies partner with us to handle their paid media.

A few of them said it best:

Olivia Kean, CEO at Fusion Hub
👉 “It’s allowed me to focus on the things I love, knowing they’re crushing it on their end.”

Kory Baraba, CEO at Grow Fast
👉 “We’ve worked with 4–5 different media buyers from Haven, and they’ve all been amazing.”

See more client stories here: https://www.hirewithhaven.com/clients

If you run a marketing agency and want to scale fulfillment without adding headcount,
connect with me or reach out at dmitry@hirewithhaven.com

Dmitry Fesenko

I used to stare at a blank page for hours.

No idea what to write on LinkedIn.

Now? I have enough content ideas for the next 3 months.

One shift changed everything: I stopped trying to create and started reflecting.

Here's what I mean.

Writing content is just thinking out loud. You reflect on things you said, things you did, things you thought about.

That's it. No magic formula.

I'm not a LinkedIn guru. Most of my posts get less than 1,000 impressions. But I show up every day because eventually the right people will see it.

Here's where I get my content ideas:

→ Client calls (I record everything with Fathom)
→ Team meetings
→ Our Notion docs
→ Content I consume (like Alex Hormozi)
→ Things I build (like our Airtable backend)
→ Random thoughts throughout the day

I review my day and turn it into 5-10 content ideas.

Some hit. Most don't. But I'm never staring at a blank page anymore.

Stop trying to be creative. Just document what you're already doing.

Where do you get your content ideas?

CEO at Haven | Hire world-class media buyers for 65% less than in the US | $100M+ in managed ad spend

AI can do most of my job. I'm not worried.

Just got back from Bangkok. Met up with a few clients and partners while I was there.

One conversation stuck with me.

If AI gets so good at doing our jobs, what edge will service businesses have?

We agreed on one thing: in-person relationships are the real moat for B2B.

AI can optimize your campaigns. It can write your copy. It can analyze your data faster than any human.

But it can't grab dinner with your client. It can't build trust over a round of golf. It can't shake hands and look someone in the eye.

I'll take that trade every day.

Honestly? It's the best part of my job anyway.

So while AI handles more and more of the execution, I'll keep building relationships with the people I like.

Playing golf with clients. Having conversations like this one in Bangkok.

That's a future I'm excited about.

What's your moat?

(Mine might involve a negroni or two 😁)

We have 400+ Slack channels.

It's a nightmare.

2 hours every morning just to get through messages. And even then, client questions slip through the cracks. One missed message can cost you a six-figure contract.

So our developer built something cool.

A custom tool that scrapes all Slack messages every 30 minutes and creates a dashboard with:

→ All unanswered client messages
→ Response time per media buyer
→ Accounts with the most communication (for unit economics)
→ Working hours when media buyers are most active

But here's the best part.

AI analyzes every message to determine urgency. If a client waits more than 2 hours for an answer, the media buyer gets a DM notification. If it hits 3 hours, the team lead gets pinged too.

We just launched this but initial results look promising.

Slack has always been our biggest energy drain. This is our first step to making it efficient while still keeping human relationships with our clients.

AI is awesome.

Happy Friday 🍺

Our media buyers manage $30M+ in ad spend every year.

Here are the AI tools they actually use daily:

For thinking & strategy:

→ ChatGPT: Reports, analysis, strategy drafts, brainstorming, client comms. The workhorse.
→ Gemini: Research, structuring ideas, operational tasks.
→ Claude: Deeper analytical work. Audits, data analysis, strategic recommendations.

For creatives:

→ Sora: Video concepts and short-form ads.
→ Symphony: UGC-style ad videos.
→ Veo 3: High-quality video creatives (usually paired with our designers).
→ NanoBanana: Static visuals and ad creatives.

For workflow & data:

→ Adnova: Speeds up campaign setup and simplifies creative workflows.
→ GoMarble: Pulls data directly from ad accounts. Compares performance across periods. Syncs with Asana & Slack so we can track team workload.

Two years ago, none of these tools existed.

Now they're part of our daily workflow.

The role of a media buyer is changing fast. The ones who adapt will thrive. The ones who don't will get replaced by someone who did.

What AI tools is your team using?

AI tools media buyers

Our team was checking Slack on weekends "just in case."

And they'd end up working 2-3 hours on stuff that could've waited until Monday.

That's not sustainable. And it's not even efficient.

The real problem: we're spread across timezones. Media buyers in Europe. Me in Canada. Clients in the US and Australia. There's always going to be friction when someone sends a message outside working hours.

So we're building something simple: Urgent Forms.

Every white-label partner will get a dedicated link. When something is genuinely urgent and the team has checked off for the day, they submit the form.

The moment it's submitted, our team lead, the media buyer, and I all get a ping on Telegram or WhatsApp.

Since we're spread across timezones, someone will always see it.

The goal: media buyers can actually disconnect on weekends. No more opening Slack "just to check." If it's truly urgent, it comes through the form. If it's not, it waits until Monday.

Clients get peace of mind knowing urgent issues will be handled. Instead of sending a Slack message into the void and hoping for the best.

It's not fancy. Just a short form connected to a few notifications.

We discussed this with our team leads yesterday and rolling it out soon.

If you run a distributed team and struggle with after-hours communication, might be worth trying something similar.

Happy Friday ya'll 🍻

$1.36M in managed ad spend
$4.08M in ecom revenue
20,353 leads generated

That's February at Haven.

The breakdown:
→ 91 active accounts
→ Avg ROAS (ecom): 4.04x
→ Avg CPL: $44

Performance:
→ 63% of accounts overachieved (100%+ of target)
→ 11% on track (80-99%)
→ 26% underperforming

Platform split by spend:
→ Meta: 58%
→ Google: 41%
→ Pinterest, Taboola: 1%

Wins this month:

✅ Best financial month ever (32% EBITDA)
✅ Found two rockstar media buyers for multi-million dollar apps
✅ Hired new head of paid media
✅ Hired new COO 

That's what I love about the agency business.

One month you feel like all stars are aligned against you and you want to quit. The next month you're firing on all cylinders.

The key is not to get too excited when things are good, and not get too sad when things are bad.

You just gotta love the game.

Onto March 💪

We just placed a senior media buyer into an app spending $500K/month on ads.

Here's how it happened.

Doug is Head of Growth at a women's health company. Their founder built a massive audience and decided it was time to launch a product.

It blew up.

They scaled to $500K in monthly ad spend within a year. But Doug had too much on his plate. He needed someone great to take over Meta, Google, and TikTok ads.

We've placed a ton of talent into high-growth apps, so he reached out.

From signing the contract to the candidate accepting the offer: less than 6 weeks.

Probably one of the smoothest placements we've done.

P.S. If you're running a high-growth app and need a killer user acquisition talent, we have a few great candidates ready to go. DM me.

This is what winning looks like.

Scrolled through our Slack and had to screenshot these:

👉 "Team work because they are so happy with Meta performance!"

👉 "The client is so excited and had minimal revisions for us."

👉 "You're killing it over there. Super happy to have you as part of the team."

👉 "Excellent news on spending much more on NFL this year, good work."

This is what happens when you pair agencies with media buyers who actually care.

We're not just filling seats. We're placing people who treat your clients like their own.

That's the difference between a contractor and a partner.

White-label media buying now makes almost 70% of our revenue.

What started as me selling extra capacity of my media buyers to other agencies became the biggest revenue driver in the business.

Why I love this model:

→ Retention: most of our agency partners stay with us for years
→ I'm barely involved in fulfillment. My team leads handle most of it
→ Agencies basically become my sales reps, so i can just focus on hiring great talent
→ Most of our partners become close friends (same vibe)

But this is not all rainbows and sunshine.

This is probably the worst agency model for most founders. Here's why:

→ High volume, low ticket. To hit $100K MRR, we need to manage 130+ accounts
→ Heavy ops. We have over 20 full-time team members
→ Every agency owner needs different things. We personalize our offer for each partner
→ Timezone differences are still tricky. It doesn't work for everyone

Despite all that, we're still pushing hard. Signing new agency partners almost every week.

The relationships make it worth it.

I'm still having a ton of fun building this.

If you need a trusted media buying partner, reach out. We're bringing on 5 new agencies in Q2 💪

Everyone's chasing the latest Claude update.

They're missing the point.

Here's what no one wants to talk about: the boring stuff. The data.

Everyone will have access to the same LLM models. The only way to differentiate yourself is to have a unique dataset you can train your models on.

We started building this with our developer. A database that will eventually become the brain of our AI agent.

Here's what we're feeding it:

→ All accounts data and creatives
→ Every public Slack message
→ Notion SOPs
→ Asana tasks
→ Team call recordings
→ Stripe invoices

Literally every piece of information we use to operate our agencies.

Now here comes the boring part.

It takes an enormous amount of time and effort to organize your data properly.

It means rewriting all your SOPs and only keeping the ones you actually use. Otherwise you train your AI on the wrong processes.

It means connecting all 90+ accounts and making sure every data piece is being collected.

It means constantly giving feedback on the quality of outputs. Which, by default, no one wants to do.

Only then can you build a truly AI-native agency.

Otherwise you have no edge 🤖

I was 100% sure this person didn't exist.

We needed a new Head of Paid Media.

But I wasn't actively searching. I figured I'd have to grow one internally. Finding someone great from the outside felt impossible.

Then Diana, our new team lead, recommended her previous Head of Paid Media.

She said he was as good as our last one who stayed with us for 8 years.

I hopped on a call with zero expectations.

Diana was right.

Illya had done everything we were lacking:

→ Built processes media buyers actually follow
→ Ran a dedicated creative department
→ Understands that media buyers need to become growth strategists to stay relevant

We sent the offer the next day.

The lesson? Your team is your best recruitment channel.

They know who's great. They've worked alongside these people. They can vouch for culture fit in ways a resume never will.

Before you post another job ad, ask your team who they'd want to work with again.

Do you ask your team for referrals?

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I run two agencies. Here's my entire tech stack.

9 tools I actually use every day:

1/ Fathom

Records every call and pushes notes straight into CRM.
I use call transcripts to write most of my LinkedIn content.

2/ Claude

I asked it 50 questions about me, my goals, and my businesses.
Connected our Notion, Gmail, and financial data.
Added people I admire.
Now it's my go-to for business and life advice.

3/ Stanley

My new favorite writing tool.
I always struggled to make Claude write in my voice.
Stanley makes LinkedIn content way easier.

4/ Superwhisper

New tool I just started using.
Saves a ton of time on typing. Now I can brain dump ideas in 30 seconds instead of writing for 5 minutes.

5/ GoMarble

I use it to ask Claude what's going on across our entire client portfolio.
My team loves it too.

6/ Folk CRM

By far the easiest CRM for social selling.
Perfect if you're living on LinkedIn like me.

7/ Veed.io

I have zero video editing skills.
With Veed, I get 10 to 20 short-form clips from client calls in minutes.

8/ AuthoredUp

My go-to for writing and scheduling LinkedIn posts.
Simple UI. Useful analytics.

9/ HeyReach

Automatically sends 25 to 40 connection requests a day to my ICP.
First DM is also automated.

What are the tools you can't live without?

👇 Drop them in the comments.

1 (1)

I started my first business 10 years ago.

It was a disaster.

Back in 2016 I quit my job as a customs officer and was trying to figure out what to do with my life.

I read Richard Branson's book "Screw It, Let's Do It" and was ready to make millions 😅

A long-time friend and I went through a few ideas and decided to export wood pellets to Europe.

Our market research was based on:

→ Ukraine has a lot of forests
→ Wood scraps must be cheap to get
→ European companies would line up for our product

We formed an LLC called "B&F Trading" (what an awesome name).

Our GTM strategy was to cold call importers and undercut competitors on pricing.

(we paid someone under the table to get the database of all wood pellet importers)

Here's what went wrong:

→ Wood leftovers aren't easy to find, even in Ukraine
→ The quality was poor. Most wood companies just throw it away. And Europe is very particular about quality
→ Margins were brutal. 20 tons of product cost $2,000
→ European importers valued long-term partnerships. They didn't want to work with two 20-somethings trying to undercut everyone.

Needless to say, we made zero dollars.

But it taught me lessons I still use today:

→ How to evaluate demand before spending money
→ How to do basic GTM: website, cold email, outreach
→ How legal stuff works: contracts, taxes, LLCs
→ How to sell. I cold-called hundreds of people. Terrifying for a nerd like me.

Every business is hard. There are always things you don't know until you start.

But each failure makes the next one easier.

What was your first business flop?

Got this email from an agency owner we used to work with years ago.

"Been reading your emails. Thank you!"

"We should meet up and shoot the shit. Maybe BKK or Chiang Mai or Hua Hin."

Scott used to be one of our white-label partners. We worked together but never met in person. After the project ended, we lost touch.

Then my newsletter brought him back.

Starting my newsletter was probably the best investment I've made in my business.

I started with zero strategy. Just shared everything I was working on.

→ New tools I'm testing
→ How I structure my agencies for efficiency
→ Problems we face when scaling
→ Personal stuff (like me doing a health checkup in Bangkok)

I didn't want to treat it like a sales funnel. I just wanted to stay connected with people I like.

Then something interesting happened.

People I hadn't spoken to in years started reaching out. Some of them referred us new business. Others wanted to meet up and talk shop.

If you've been sitting on the idea of starting a newsletter, just start.  

Don't overthink it. Just write like you're updating a friend.

Thank me later.

Brand positioning explained in 30 seconds.

I'm currently in Asia. Anyone who's been here knows 7-Eleven is the spot.

I walked into the protein milk section and counted at least 10 different brands.

Same flavors.
Same price.
All with exactly 30 grams of protein.

Except one.

This brand has 33 grams.

I'm a simple consumer. I see more protein for the same price, I buy it. Every single time.

That's the power of brand positioning.

You don't need to reinvent the product. 
You don't need a massive rebrand. 
You don't need to slash your prices.

Sometimes you just need one small difference that matters to your customer.

It could be 10% more of what they actually care about.
One feature your competitors don't have.
A single reason to pick you over everyone else.

When everyone zigs, you zag.

Had coffee with a developer in Thailand last week.

He taught himself to code 10 years ago so he could become a digital nomad.

And it worked.

He traveled the world. UpWork gave him all his clients. Life was good.

Until it wasn't.

Over the last 3 months, he got zero jobs. The market got more competitive. But more importantly, businesses just need fewer developers now.

Here's the irony.

Just a few years ago, being a developer was considered the highest career pursuit. Learn to code and you're set for life.

Now they're the first ones being replaced by the machines they built.

Things change fast.

But I don't think knowing how to code is worthless. I don't think it ever will be.

It's just not enough to be a pure tech engineer anymore.

The people who will succeed most are those who are technically skilled AND understand the business side:

→ Why are we building this feature?
→ Do our customers even need it?
→ What's the best distribution channel for this?

Being able to coordinate AI agents and engineers to get results for the business will be invaluable.

Generalists are back in demand.

What skills are you doubling down on?

The best engineers won't build the best companies anymore.

Evan Spiegel said it in a recent interview:

"Before, so many resources were dedicated to engineering. Now people are gonna be much more focused on marketing and distribution."

He's not the only one. OpenAI's Greg Brockman says taste is now a core skill. The pattern is clear.

Building is getting cheaper. AI can spin up a product, an app, a landing page in hours. The barrier to create is basically gone.

So what becomes the most valuable skill?

Creating content that gets attention from the right people.

Sure, Claude can write your LinkedIn posts. But that's not an edge when everyone has the same tools.

The edge? Knowing what to say. Understanding your audience so well that your content actually lands. That takes taste. That takes you.

And as AI floods every channel with generic content, trust becomes the scarcest resource. People buy from people they trust.

The companies that win in the next 10 years won't be the ones with the best engineers.

They'll be the ones with the best marketers.

Good time to be running a marketing agency 😅

Entrepreneur | I build powerful branding solutions for bold businesses

B2B AI and SaaS founders come to me when they're growing, but their reputation isn't growing as fast as their product.

Do you catch yourself thinking:

“We're doing the work. Why aren't we part of the conversation?" 
“Our competitors are getting the mentions, the referrals, the deals — and we're better."
“Sales are taking longer than they should and I can't figure out why."     

The common thread? Brand positioning.

When your market doesn't fully understand who you are and why you're different, everything gets harder: sales cycles stretch, buyers hesitate, and the right people don't come to you already convinced.

I fix that. So by the time the right client, partner or investor speaks to you, they already know why you're the one.

DM me to book a call.

Momina Rajput

To the tech founder who is brilliant at what you build but cannot explain why anyone should buy it.

This is not a character flaw.

Building something and articulating why it matters are two completely different types of thinking. 

You are wired for one. That does not make you bad at the other. It just means nobody has done the other one properly yet.

And that gap is expensive.

You are over-explaining on every call. Sending follow-up emails that are too long. Discounting when you shouldn’t. Watching founders with inferior products close faster than you because they sound more certain.

Your product is not the problem.

The right words have not been built around your product yet.

Until they are, you will keep being the best kept secret in your space. And you will keep working harder than you should for deals that should be closing themselves.

That is what I fix.

If this is what you are struggling with, you know where to find me :)

I help B2B Tech Founders own their category — through positioning that makes the right buyers pay attention

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Your best prospects made a decision about you before you ever got on a call.

Here's what actually happened.

Someone on their team sent a message in a private Slack group. Your name came up. Someone said "yeah, I've heard good things." A third person pulled up your LinkedIn, skimmed a few posts, and formed an opinion in thirty seconds.

No pixel captured any of it.

Someone vouched for you or they didn't. You weren't in that conversation.

This is how B2B buying actually works in 2026.

Your buyers are not waiting for your next case study. They are asking people they trust whether you are worth their time. And those people are answering based on whether your name means something to them.

You cannot track it. You cannot automate it. You cannot manufacture it with a content calendar.

The only thing that puts you in those conversations is having a message sharp enough that people remember it and repeat it accurately when you are not in the room.

That is what positioning actually does.

Stop chasing the last click. Start being the name that gets mentioned first.

Be the most prepared person in the room.
But don't make others feel insecure about it.

Early in my career, I realized that the feedback women receive is often a series of moving targets. 

If you’re data-driven, you’re "cold." 
If you’re empathetic, you’re "soft." 

I’ve sat in rooms where a woman’s strategic pivot was called "hesitation," while the same move from a man was "agile leadership."

Great companies aren't built by people shrinking themselves to fit a legacy mold of what a founder looks like. They’re built by the friction of different perspectives. 

In an industry currently obsessed with building "autonomous" AI agents and cold efficiency, we actually need more of the human-grade intuition that women have been told to suppress for decades.

The disconnect happens when we mistake "loudness" for "leadership." 

I’ve learned that the most effective growth doesn't come from the person talking the most, but from the one listening for the gap in the market.

Three principles I lead by:

1. Competence is the only real armor. Be so good at the unit economics that the "likability" conversation becomes irrelevant.

2. Empathy is a high-level strategic asset. Understanding the buyer's emotional friction is how you actually reduce churn.

3. Build the door you want to walk through. Don't wait for a seat at a table that wasn't designed for you.

We don't need a month of corporate flowers and "celebratory" LinkedIn banners. 

We need more women building, scaling, and owning the equity in the software that runs the world.

That’s how we actually change the narrative !!

Ever wondered why your pipeline isn't moving? 

Picture this... 

You've been actively posting content, tracking the analytics to make sure the impression and engagement counts are showing uptrend. 

All that and still no signs of inbound lead, buyer intent or the right audience landing on your profile. 

Sounds familiar? 

Let me give you the diagnosis report on that...

Every second a prospect spends trying to "figure out" what you do is a tax on their attention.

If your core narrative is a muddled mess, a megaphone just helps you confuse a larger audience at scale. 

I see tech and AI founders obsessing over "reach" because it feels like progress - it’s much easier to check a notification bell than it is to sit down and figure out why a high-intent buyer lands on your page and still can’t tell if you’re for them.

Visibility is not a substitute for positioning.

The difference you need to understand is: visibility is a distribution problem. Positioning is a conversion problem.

In my years of working on the messaging of tech and AI businesses, I've seen this cycle on repeat.

Posting more is the ultimate avoidance tactic - the "busy work" used to ignore the harder, scarier task of sharpening a narrative. 

I’ve been there - scrolling through analytics to find a win while the actual conversion rate was in the basement.

More distribution for a muddled message just accelerates the rate at which the market realizes they don't understand you.

The goal is to have Immediate Mental Availability.

If they have to do mind work to understand your value, they’re gone.

True GTM maturity is an act of removal. 

It’s about reducing the Cognitive Load of your profile to near zero. 

When the friction is gone, the pipeline moves because you finally stopped making it hard for people to buy from you.

Stop scaling the confusion. Fix the narrative - then turn on the megaphone.

I am formally not working with anyone pro-Israel or pro the US/Israel strikes on Iran.

Also- it’s ee-RAHN, not eye-RAN.

Thanks and have a great rest of the weekend✌🏾

A demo that shows a flaw creates ten times more trust than a polished script.

I spent the morning reviewing a SaaS implementation plan attached to an enterprise RFP… it was so disconnected from reality that I honestly felt bad for the presenter.

We’re two months into 2026 and the gap between how software is sold and how humans actually buy is getting wider. 

I’m seeing three specific patterns that are absolutely killing deals right now.

First, the "Integration Ghosting" phase. 

Vendors promise seamless connectivity during the demo but turn into a brick wall the second the security review starts. 

I worked with a tech founder last month who lost a six-figure contract because their team couldn't answer a basic data-mapping question for three weeks. 

Buyers are terrified of being stuck with a tool that doesn't talk to their stack - which, honestly, is a valid fear considering how messy most enterprise architectures have become.

The second issue is the pricing opacity. 

If your buyer has to jump through four discovery calls just to get a ballpark figure, they’re going to drop off. 

It feels like a power move from the 90s that just doesn't work anymore.

Which leads to the third part. Sales teams are still lead-gen obsessed while buyers are looking for implementation partners.

The good news is, these gaps are entirely fixable. 

You can close them by just being honest about what your tool can’t do yet. 

A demo that shows a flaw and a plan to fix it creates ten times more trust than a polished script.

The market is tired of being sold to by people who don't understand the implementation struggle. 

Be the person who does !! ☕️✨

If you still think AI is just a shiny toy for the marketing team, Figma just proved you wrong.

Figma just experienced a 15% spike in stock value after reporting that AI monetization is finally accelerating its growth.

We are finally seeing AI turn into a measurable revenue driver. 

Figma’s Q4 revenue grew 40% year over year, and their 2026 outlook is holding steady at 30% growth. That doesn't happen by accident.

AI usage is already baked into how people work. 

Over half of the customers spending $100K+ are using "Figma Make" every single week. 

Even with a 70% spike in weekly users, their gross margins stayed at a rock-solid 86%.

The era of "free AI betas" is officially coming to an end.

Starting in March, Figma is enforcing credit limits and usage-based pricing. 

Net dollar retention for large customers hit 136%, which tells us that once AI gets into the workflow, nobody wants to let it go.

Figma is proving that dependability is the ultimate retention driver, and they’re finally cashing the check.

Which leads to the part everyone keeps missing.

AI is no longer a feature on a roadmap. It’s actively reshaping the revenue mix for the biggest players in SaaS. 

If you aren't figuring out how to charge for the value your AI creates, you're leaving money on the table! ☕️🎨

Is it just me or perfectly polished copy is starting to feel like a red flag.

I spent an hour this morning scrolling through LinkedIn and every second post looked like it was squeezed out of the same LLM template. 

The grammar is flawless. The structure too is "mathematically" balanced. 

The thing is, it’s completely invisible because our brains have already learned to tune out that specific "AI sheen" that smells like a marketing department trying too hard. 

When your messaging is too "smooth", you lose the friction that actually makes a human stop and read. 

I look for specific patterns when a brand’s engagement drops of, usually it’s a total lack of a definitive stance or a polarizing opinion. 

If you sound like everyone, you sound like no one. (There, I said it)

The disconnect happens when you prioritize "correct" over "real." 

I’d rather read a post with a typo and a strong, singular perspective than another perfectly optimized paragraph that says absolutely nothing. 

High-contrast language and slightly "off" sentence structures are what keep people from scrolling past.

Stop trying to be perfect. Be interesting instead !! 

That's the major problem we need to fix in B2B Tech Messaging.

I’d much rather enter a crowded room where everyone knows the rules than spend three years trying to build the room itself.

Let me decipher that for you...

I’ve seen multiple tech and SaaS teams burn their entire marketing budget just trying to give a name to a "new space" that nobody asked for. 

The problem with category creation is the sheer amount of manual effort required to bridge the awareness gap.

You end up exhausting your team just to set a "culture" or a vocabulary around your product before you’ve even had a chance to sell it.

The thing is, when you play in a known industry, the narrative is already built for you.

The buyer already knows what the tool is and what to expect. 

You don’t have to waste six months explaining what you are - you can spend that time proving why you’re better.

In messaging terms, creating a category adds a massive layer of friction. 

You’re forced to bridge an understandability gap, and only after that’s done can you start the actual work of justifying ROI and handling objections. 

It is a double burden that most startups can't afford.

I’d much rather enter a crowded room where everyone knows the rules than spend years trying to build the room itself. 

Use the existing mental models your buyers already have. 

Fix the specific frustrations they have with the current leaders and win on execution.

The education gap is a profit killer. 

Don't build a new category - build the best version of the one that already exists !!

You don't "fix" your positioning once and forget about it. 

You build it every time you speak to the market and make it a developing asset. 

The primary mistake I see most tech founders do is: they treat their branding & messaging like a one-time checkout task - something you "finish" when the logo is done or the website goes live. 

It’s a weird way to look at the most important asset you own.

Positioning isn't supposed to be a static document sitting in a forgotten Google Drive folder. 

It’s a living narrative that only starts to work when you repeat it until you’re sick of hearing yourself speak.

Your product is likely evolving faster than the way you describe it. 

If you aren't writing, publishing, and refining that story every single week, you're essentially paying a "translation tax" on every sales call you jump into.

I worked with a SaaS founder in legal recently who had outbuilt his reputation so thoroughly it was actually starting to hurt his feelings.

The product was doing serious, heavy-lifting work, but his public presence looked like a side project from 2021. 

We had to stop looking for a "quick fix" and start treating his voice as a compounding engine.

Market perception doesn't just "happen" because you're good at what you do. 

It happens because you have the discipline to show up as the authority you already are - day after day, until the market finally catches up.

The right doors open faster when you stop treating your story like a chore and start treating it like a strategy.

Dear Founder,

I know you’re busy.

You’ve got clients to deliver for, a team to manage, and about forty other things on your plate. Your business is growing and your operations are keeping you up at night. 

Messaging is a problem for next quarter. You’ll get to it when things settle down.

But I need you to look at what’s actually happening right now.
You’re on every single sales call because no one else can explain it the way you can.

You’re re-explaining the same thing to every prospect, from scratch, every time.

You’re writing follow-up emails that shouldn’t need to exist.

Your team is pitching the product four different ways and none of them sound like you.

Deals that should close in six weeks are sitting in month four.

You think that’s a bandwidth problem.

It’s a messaging problem.

The fact that you’re buried in operations right now is exactly the reason you should be working on your messaging.

Strong messaging means a prospect walks into your sales call already knowing what you do, who you do it for, and why you over everyone else. You show up. You confirm what they already believe. You close. You move on.

Right now you’re doing manually, on every call, every follow-up, every pitch, what clear messaging should be doing for you automatically.

The time you think you don’t have? You’re already spending it. Just in the most expensive way possible.

This is what I do.
I work with B2B tech founders who have real traction and a sales motion that is costing them more time than it should. We fix the message. We shorten the cycle. We make sure your buyer can explain you internally without you in the room.

If this sounds familiar, my calendar is open.

Love always,
Momina

Your messaging shouldn’t need you in the room to make sense.

Almost every tech founder I speak to, struggle as the single point of failure for their own brand.

If you have to approve every LinkedIn post, rewrite every sales deck, and jump on every "discovery" call just to explain what you actually do - you lack a messaging system in entirety. 

That's exactly why I have built The Messaging Audit to help you get out of the way.

We’re going to run three brutal tests:

1. The Stranger Test: Sending your URL to someone’s spouse to see if they get it in 30 seconds.

2. The Team Alignment Check: Asking Sales, Marketing, and Product what you do - separately - and watching the chaos ensue.

3. The "So What?" Test: Stripping away words like "Seamless" and "Robust" until we find the actual value.

The goal is simple: 

- Stop the 6-round feedback loops. 
- Stop the confused "what do you do?" questions. 
- Start building a message that works without you.

Comment "AUDIT" below and I’ll send you the link to the framework !! ☕️🧪

I’ve spent the better part of my career watching "perfect" products fail to sell because the team couldn't explain what it was to a buyer.

The most recurring pattern I see in B2B tech is founders who are convinced they have a "traffic problem." 

They spend six figures on ads, then watch high-intent buyers bounce because the landing page sounds like a generic features-list.

I call it the Translation Tax. 

If your buyer has to do mental gymnastics to understand why you’re better than the status quo, they’ll just leave. 

You’re essentially paying for clicks that you're actively confusing.

I want to help a few more founders stop the leaking.

I’m opening up a few slots to do a Messaging & Conversion Audit. 

I’ve put a form below for B2B SaaS founders and GTM leaders to drop their site stats and their current pitch.

I’ll personally dig into your landing page and narrative to find the specific "Drop-off Points" where you're losing people. 

Within five days, I’ll send you a breakdown of the linguistic fixes you need to actually build trust - fast.

I’m doing this because I’m tired of seeing great tech die because of a bad narrative. Let’s fix the friction.

Audit Link: https://lnkd.in/d35dBnGD

Let's stop letting bad copy kill good products. 🛠️✨

Open article: The "Messaging Leak" Audit by forms.gle

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Dmitry Fesenko

Momina Rajput

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The Battle

Dmitry Fesenko

Momina Rajput

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dmitry Fesenko's LinkedIn Performance

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