Greg Kogan (@grigoriy_kogan) 's Twitter Profile
Greg Kogan

@grigoriy_kogan

Engineer-turned-marketer helping deep-tech companies win over deep-tech audiences, since 2013. Prev @Pinecone (#6). Essays: gkogan.co

ID: 63488047

linkhttps://www.gkogan.co calendar_today06-08-2009 17:22:20

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Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Two different launches, same boring message: “All your X. One Y.” Yes, people like consolidating tools/infra but that’s always a nice-to-have, never the core desire. I’ve used ngrok so I know how magical it feels to use. None of it comes through here.

Two different launches, same boring message: “All your X. One Y.” 

Yes, people like consolidating tools/infra but that’s always a nice-to-have, never the core desire.

I’ve used <a href="/ngrokHQ/">ngrok</a> so I know how magical it feels to use. None of it comes through here.
Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

If I was hiring for a senior devrel (manager) in Europe I'd be all over this guy. He sees trends in the community and takes bold initiatives. Yet he's stuck at a co that doesn't trust him, undercuts his decisions, and embarrasses him in public by coercing him to post this

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Remember MCP? All the startups who tied their identity to MCP (gateways, registries, guardrails…) must now reposition themselves or fall into obscurity. If you want to jump into a trend (psst ), call it a trending use case for your product. Don’t pin positioning on it.

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Related: Buyers don't care if your company coined a category or was "the original" of anything. Save the lore for future X posts or dinner banter.

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Founders on the fence about changing co name: note this weeks-old project with 100k stars switching names twice in one week. If you worry about confusing people: 1) Fewer people know or think of you than you think - sorry 2) It’ll be harder later 3) Your next year’s customers

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Ask Claude to de-slop your site: “Find telltale AI writing like ‘not X, but Y’, marketing drivel, try-hard attempts at sounding profound, or text that can be removed without losing any meaningful value. Remove or replace it with clear, natural language fitting for our audience.”

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

This is the result of tactics without taste. Hire people who are scrappy, yes, but also with good taste and judgement in their interactions with both LLMs and humans.

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Messaging that *tries* to sound profound usually isn’t clear nor profound. Unfortunately, Claude often tries to sound profound. As do many marketers. Add this to your prompts/skills: “Make the messaging clear, simple, and direct. Don’t try to sound profound or clever.”

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

Similarly, to have a sense of AI adoption & mindshare in middle America, work remotely from any 3rd-tier city or non-SV suburb. On screen: lobster AGI, sonnet rumors, Claude working in background In earshot: I tried AI once, it’s meh. Anyway, Bad Bunny at halftime!!

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

This isn’t how launch comms work. Anthropic sets embargo on announcements until release @ DD/MM HH:MM. Partners prepare and sit tight. If release time shifts, so must announcements. If a partner goes rogue and posts teasers during embargo, that’s on them.

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

“Wrapper” companies may be safe for now but “workaround” companies like Conductor are destined to fail - victims of their own success. The ecosystem of workaround products is just a distributed & involuntary feature request board for Anthropic/OpenAI.

Greg Kogan (@grigoriy_kogan) 's Twitter Profile Photo

There’s such a thing as elevating your message *too* much. Instead of saying the money is to hire 40 world-class researchers, Macron says it’s for the country to advance research. Hilarity and embarrassment ensues. Mention the grand vision but keep it grounded.