Branding has always been a big interest of mine. Early on, I was fascinated how car brands like Porsche differentiated themselves. Later I built an E-commerce and saw firsthand how positioning, aestethic photos and copy drove sales. My interest always layed within human perception and its impact to reality. My most recent experience at Gartner, interacting with hundreds of tech companies made me realize the universal challenge of positioning and getting messaging to land.