I have no expertise whatsoever about engineering,  or ultrasonics. But for sorting out your message, that can be an advantage.

Husain has helped many companies get their ultrasonic devices to work reliably. His challenge: he could do all of it. Every sales call turned into a discussion about scope. Nobody could say what he was for – least of all Husain.

We started with his signature pattern. His profession, his passion, his personality and the problems he can solve – four circles on one sheet. Where they overlap sits the thing he does better than anyone.

And from the question "What is the easiest thing you can offer to help them?" we landed on simulations.

From there came the storyboard: the engineer whose device works on Monday and squeals on Tuesday, Husain's roadmap, and the device that works every single time.

A sales call now goes like this. "We need simulations." – "I do simulations." That's the sale.

We also found a good way for him to do marketing: live webinars. He just shows up and talks about ultrasonics. People sign up  –  and seem to understand what he is talking about.