Clarity when things get complicated.
I help product and brand teams articulate what they’re building at high-stakes moments.
For when the story has to hold up.
I’m James Aviaz, founder of Modern English.
I’ve worked in-house at Uber and Spotify, navigating rapid growth, product change, and high visibility.
Today, I work with teams at high-growth, high-performing companies on narrative and messaging across launches, product changes, and repositioning.
The result is language teams can align around and communicate with confidence.
Trusted by teams navigating change.
What clients say:
“James has played a key role in shaping how Heidi presents itself to the market as the product evolves. His work on our brand and the ‘AI Care Partner’ narrative helped clarify our position and how we talk about the product and category today.”
– Leah Mahtani, CMO, Heidi
Where I focus.
I’m typically brought in around launches, product changes, and repositioning – especially when teams aren’t aligned on how to talk about what they’re building.
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Define the story and key messages behind a product launch or major announcement.
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Define how a product is positioned in the market and what makes it meaningfully different.
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Build a messaging structure teams can use consistently across product, marketing, and sales.
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Define how a product fits within a category or helps reshape that category.