Get the words right when they matter most.
I help leadership teams define positioning and narrative at pivotal moments like launches, product shifts, and company resets.
I’m typically brought in when:
• A major launch is approaching
• The product has evolved, but the positioning hasn’t caught up
• Leadership needs a clearer story for the market
• The messaging needs to hold up under scrutiny
Trusted by teams behind high-stakes launches.
“James was pivotal in shaping Pilot’s brand positioning, verbal identity and approach to storytelling. He truly captured the spirit of the brand and helped in crafting impactful messaging that resonated with our users.”
– Olivia King, Former Head of Design, Eucalyptus (Pilot)
When the language has to hold up internally and in the market.
I’m James Aviaz, founder of Modern English.
’ve worked in-house at Uber and Spotify, where messaging had to stand up to rapid growth and public scrutiny.
Today, I partner with leadership teams to define positioning for launches, market entries, and product shifts.
The result isn’t just words. It’s a narrative teams can align around and take to market with confidence.
Where the work usually starts.
Most engagements begin with a focused positioning or narrative project. It clarifies how the company should present itself to the market, aligns leadership around a clear narrative, and becomes the foundation for launches, messaging, and marketing.
-
Clarifying how the company presents itself to the market and what sets it apart.
-
Defining the core ideas and language that guide product and marketing communication.
-
Developing the story behind a product launch, announcement, or major company moment.
Let’s talk it through.
Planning a launch, repositioning, or another moment where the narrative needs to be right?
Book a call or send a note with a bit of context and I’ll get back to you.