A strategy that survived three CEOs is not a campaign.
Jeff Brokaw built the strategic spine for a confidential Tesla Powerwall challenger. The positioning, pricing, channel, and GTM logic survived three management transitions and an acquisition, and the strategy still supports a $20M+ business.
Situation.
Home battery storage had a category king. Any challenger entering the space was going to get filed under cheaper. That framing kills premium before you open your mouth.
Commercial problem.
The product was not cheap. The story was not landing that way. Pricing, channel, buyer narrative, and competitive contrast were each pulling in a different direction. The market could not see why the premium was real.
Results in advance: challengers do not beat category kings by saying "us too." They win by making the category look incomplete without them.
What I rebuilt.
Jeff rebuilt the positioning and the commercial architecture underneath it: pricing logic, channel strategy, GTM plan, and executive narrative. Built to survive a market that was going to keep changing leadership. Not a campaign. A spine.
Durable result.
Three CEOs. An acquisition. The strategy kept running. That is the only measure that matters for this kind of work: not how fast it shipped, but how long it held.
Artifact drawer
Positioning spinePricing architectureChannel strategyCompetitive narrativeGTM planExecutive story