Shape the narrative when it matters.
I help founders and marketing leaders define positioning for launches, new products, and company shifts.
“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
Trusted by teams behind high-stakes launches.
For when language has to hold up.
I’m James Aviaz, founder of Modern English.
I’ve worked in-house at Uber and Spotify, where messaging had to withstand rapid growth, organizational change, and public scrutiny.
Today, I partner with leadership teams to define positioning and narrative for launches, market entries, and product shifts.
Much of my work sits between product and marketing, shaping the story behind what teams are building.
The result isn’t just words. It’s a narrative teams can align around and take to market with confidence.
Where the work begins.
Most companies bring me in around launches, product shifts, or moments when the story behind what they’re building needs to become clearer.
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Define how the company should position itself in the market and what makes it meaningfully different.
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Create a clear messaging structure teams can use consistently across marketing, product, and communications.
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Shape the story and key messages behind a product launch or major announcement.
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Define how a company explains the category it’s building or the shift it’s leading in the market.