Greg Kogan — Positioning for Frontier Companies
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Overview
Positioning consultant for AI and frontier tech companies. I help founders define their category, sharpen their message, win their market. Clients: Temporal, Pinecone, Pydantic, Runlayer, and more.
News
Learn, build, judge, ship: What to look for in your first (AI) marketer
I've worked with 100+ startups over the past 13 years and led growth and marketing at Pinecone from pre-seed to $1B+ valuation. These days, when I talk to founders about hiring the same conversation keeps coming up: they're not sure what to look for in th
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Do it in jeans first
It was six months after my trek through the cloud forests of Peru when I learned I'm not supposed to hike in jeans.At least it's what I was told, on a different mountain range and continent, by a Seattleite guide who volunteered to lead a group of hikers
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After four years at Pinecone, I'm back to consulting
After helping Pinecone go from an unknown pre-seed company to a household name in the AI space, I'm returning to independent consulting (and writing).Mission-drivenIn 2013, the same year I started consulting, I got the idea to run the New York City marath
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Our "alternative" page got us 10% more users (2015)
One day I was searching for asoftware product-an online helpdesk-when I stumbled upon a clever tactic that a startup was using to get users thanks to their (bigger) competitor's popularity, andthe more popular the competitor gets, the more users the start
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Work with people who tell you when you're stupid
One of the many stupid things I did in my first year as a consultant was booking the cheapest everything and paying out-of-pocket when traveling for business.My first business trip to San Francisco, in 2014, was to meet withScalyr, and it included a cheap
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