From Feature Announcement
to Human Story.
I shifted MindForge's translation feature launch from a technical release to a story-first campaign — becoming the model for all future content.
B2B SaaS · Voice of Customer · Product Narrative
Overview
MindForge's new major feature release — an automatic translation tool — was heading toward a forgettable announcement. The launch blog focused almost exclusively on the technical production, with little to say about potential customer impact. I recognized there was a better story and pushed to tell it.
01
Identified a powerful narrative
A story I overheard from the customer success team stuck with me: every morning on construction sites, Spanish-speaking workers hold second huddles to translate what their supervisors had just said. That was exactly the problem this feature solved, but it wasn't in the original campaign brief.
02
Rebuilt with story first
I pushed to scrap the existing blog and start over, re-briefing the writer around the morning huddle story. We reshaped the entire campaign around this human moment rather than the original hook: how fast the engineering team built it.
03
Launched on time despite resistance
The marketing team was behind schedule and the writer was reluctant to start over, but the story was worth fighting for. I aligned stakeholders, worked with subject matter experts to get the details right, and kept production on track to hit the original deadline.
Results
The story-first campaign became the model for how MindForge approached every piece of content that followed, shifting the team's focus from features to human impact. The translation feature remains one of the company's flagship use cases to this day.
Matt demonstrates true commitment to creative solutions. He’s thinking about the end-to-end experience regardless of his team’s involvement, and brings real strategy to every engagement.
“
”
Jackie Robles
Director, Creative Services - Nationwide
(former Executive Producer - Hotbed (sister company of MindForge))
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