Language for complex problems.
Modern English specialises in positioning, messaging and verbal identity.
From finding focus to finding the words.
You're not sure what to say yet.
I look at your business, your audience and the market to help you work out where you stand and what story to tell.
You can't agree on the main message.
I help you decide what should lead, what to leave out and how the different parts of the story fit together.
You just can't seem to land the line.
I work out whether the problem is positioning, messaging or copy, then solve it at the right level.
I’ve worked with:
Featured Project: Heidi
Heidi had grown beyond medical scribing, but “AI scribe” no longer explained where the product was heading.
I helped clarify Heidi's position as an AI Care Partner, then developed the messaging to explain it across the business.
“James played a key role in shaping how Heidi presents itself to the market as the product evolves. His work clarified our position and how we talk about the product and the category.”
— Leah Mahtani, Former CMO, Heidi
Outside perspective. Inside experience.
I'm James Aviaz, founder of Modern English.
I've worked inside fast-growing businesses, so I know how complicated things can get when priorities compete and opinions differ.
Since going independent, I've realised how valuable an outside partner can be in those moments. Someone who can ask different questions, challenge assumptions and cut through the swirl.
What are you working on?
Tell me what’s changing, what needs to be clearer, and where you’re getting stuck.