Mindsight: Defining a New Category of Consumer Insights

Mindsight was already delivering high-value consumer insights—but their story didn’t reflect the impact they were making. They had the results, the clients, and the expertise. What they lacked was a clear message and a distinct position in the market. I helped them define a new category—exit research—giving language to the white space they were already operating in. We clarified their positioning, shaped the strategic narrative, and built the messaging architecture to support everything from pitch decks to web copy. Beyond the strategy, I also helped build the execution layer—developing content, refining site copy, and supporting the internal team in rolling out the new message across channels. This was more than a rebrand. It was category design—a strategic repositioning that gave the company a language, a lane, and a space they could own.