THE CHALLENGE

Brian Saunders started out with a strong product—an ergonomic harness for tablets used by field crews. It solved a real pain. Users loved it. He even landed global distribution under the name TabletEX Gear. But as time wore on, sales softened.

A problem-solver at heart, Brian spotted another need: drone pilots struggling with neck strain and unstable controllers. He developed a second product—a drone harness. The opportunity was exciting. But now, with two products and no clear message, the business hit a wall. What was the company really about? Who was it for? The more he built, the more confusing it became.

This is exactly what the inflection point looks like in real life: Brian had multiple products, a brand identity he'd outgrown, and no clear way to explain the value to new buyers.

“I’ve felt adrift for six years,” Brian told us. “I had something great—but no clear path to growth.”

What Changed

In our AI-powered True2Brand Accelerator, Brian worked with us to develop a Positioning for Influence strategy. We created a new brand—Fitek Gear—to unify both products and focus on the audience who needed both: industrial construction and related trades. The core message shifted from “it’s durable” (which is true) to something that actually converts: Safety and comfort, no compromise.

With strategy in hand—from a high-level three-year vision to detailed tactical checklists—we used our STORI Method to rebuild every part of the messaging. Website, sales materials, outreach, video—every piece aligned.

“I now have a roadmap that's both a high-level strategy and very tactical. I really like how clearly the actions are articulated in the Sales Playbook, and I can treat it like a checklist.”

At First, Brian Resisted Using AI

At first, Brian was skeptical about using our trained AI mentors. But that changed quickly. After one of our market-matching AI led activities, he said:

“If I didn’t have this AI tool, it would've taken a team of people weeks to do all this. Instead, I did it solo in a matter of hours—and honestly, the quality was better than what I’d get from a team.”

What started as doubt turned into confidence. Brian finished the True2Brand Accelerator with a focused strategic plan, a dialed-in market match, messaging that resonates, and an implementation roadmap he could execute with confidence.

Moving Forward with STORI

By the end of the work, Brian had more than a new market position—he had language that reflected the business he’s built, and a clear direction for where it’s going.

To ensure that clarity endures, we captured it through the STORI Framework. It’s how we translate strategy into story—so that every message, every decision, and every touchpoint moving forward stays aligned with what matters most.

And after it all came together, Brian put it simply:

“This is 10x more valuable than anything I’ve done in other business programs.”