Challenge

Spotlighting startup success

AWS wanted to inspire more startups and founders to build on its platform. The goal was to showcase what’s possible by sharing the success stories of existing customers, in their own voices. By highlighting disruptors scaling fast, entering new markets, and unlocking new opportunities with AWS, the company could build credibility with founders and win greater market share in a competitive ecosystem.

Solution

Founder stories shared in their own words

I took on a lead role in shaping each story, interviewing startup founders and executives to understand the challenges they were experiencing as well as the solutions they found on AWS. This usually involved an initial discovery call followed by more in depth interviews with customers, as well as AWS Solutions Architects. I used those conversations to create clear narratives led by founders’ voices. In some cases, we also created accompanying video case studies, which would be embedded with our written assets and used for social promotion. In those cases, I helped to develop creative story lenses to frame the stories. Across the entire project, the emphasis was always on authenticity, not boilerplate B2B.

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  • AudioStack is building brand connection at the speed of sound

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  • Meeting.ai automates time-consuming meeting tasks with Amazon Bedrock

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  • How one SMB automates content localisation with generative AI

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  • Turning headwinds into tailwinds: Breeze Airways achieves 600% YoY growth after migrating to AWS

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  • Relative Insight is uncovering the “why” behind customer feedback

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  • Mendel reimagines how healthcare workers interface with patient data on AWS

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  • How poolside pioneers AI-assisted software development on AWS

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  • Qodo helps developers banish bad code with time-saving AI tools

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Results

A success story for AWS and its customers

The customer stories gave AWS more than just content——they created a bank of authentic proof points that founders and field teams could return to again and again. Each narrative showed what’s possible on AWS, building credibility and sparking inspiration for the next wave of startups.

  • Service validation

    Highlighted the transformative impact of AWS services across multiple industries with first-hand founder insight.

  • Startup credibility

    Helped founders establish credibility and build trust among customers and investors with human, jargon-free copy.

A library of founder ingenuity

Equipped AWS with go-to stories the company continues to use to showcase what startups can achieve on its platform.

  • “Case studies are one of the most compelling ways I tell my brand's story, and my work with Jake was to get to the heart of the story for some of the most influential startup founders today, while also driving engagement with our solutions. That involved interviewing passionate founders and technical experts to uncover the points of tension, challenges, and triumph that underpin any great narrative. Throughout our work together, Jake was an energetic collaborator, and his writing demonstrated depth and flexibility to match the brand and story tone. He consistently captured the unique voice of our partners, while staying true to our objectives. I wouldn’t hesitate to work with him again!”

    Hannah Wall, Global Head of Content, AWS Startups.