Challenge

Winning mindshare with SMBs and ISVs

AWS wanted to deepen its connection with small and medium-sized businesses (SMBs) and independent software vendors (ISVs). Both groups are eager to embrace AI and cloud solutions, but often lack the technical background——or the trusted voices——to guide them. AWS needed to equip its executives with clear, credible narratives that could cut through complexity, address misconceptions, and spotlight how AWS can help SMBs innovate securely and responsibly.

Solution

Turning executive insight into thought leadership

I worked directly with AWS executives to shape their ideas into publishable thought leadership. Each engagement began with a discovery session where I guided free-flowing conversations, probed for unique insights, and clarified key messages. From there, I structured the narrative, framed compelling headlines, and crafted polished articles tailored for non-technical business readers.

The resulting pieces addressed a range of critical topics: demystifying cloud security, making sense of generative AI hype, and showing practical ways SMBs can apply AI for good. Published in outlets including Forbes, SME Magazine, and Small Business Currents——as well as AWS’s own site——the articles gave AWS executives a credible platform to speak directly to the audiences they wanted to reach.

  • Creating intentional customer experiences with generative AI

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  • Three misconceptions about cloud security holding back SMEs

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  • How small businesses will use AI for good in 2024

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  • How SMBs can avoid generative AI FOMO

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  • Top 2025 growth trends for software companies

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Results

Building authority by delivering value

The series of editorials I produced helped AWS executives connect with key audiences through credible, insightful, and approachable thought leadership.

  • Tier 1 placements

    Coverage in Forbes, SME Magazine, and Small Business Currents expanded reach and reinforced credibility.

  • Executive visibility

    Raised the public profile of AWS executives on social platforms like LinkedIn.

Connecting with key audiences

Helped AWS connect with underserved and strategically important audiences by delivering customer-first insights and practical guidance rooted in winning trust, not just clicks.

  • "I can always count on Jake to ask the unexpected question that digs deeper into the heart of the story. He understands that we are constantly bombarded with content and messaging, and story is what will break through and stop us in our tracks——no matter the topic. Jake creates thought leadership and content that inspires and performs, a winning combo."

    Rebecca Bedrossian, Head of Editorial Content, AWS.