Converting a "Dry" 20-Page Whitepaper into a $1M Sales Engine
How I refactored a technical research paper to focus on the "Logic of ROI" for executive buyers.
Bridging the gap between deep technical truth and high-level business value.
The Story
How this challenge was approached and solved
A cybersecurity startup had a 20-page whitepaper that was technically brilliant but commercially dead. It was full of math and jargon that impressed researchers but bored the CEOs who held the budget. I realized that executives don't buy "features"; they buy the solution to a specific, expensive risk.
To fix this, I performed a deep risk-benefit mapping on the technical data and refactored the entire narrative to lead with the "Logic of Failure." By showing exactly how much a single data breach would cost the average client, I transformed the technical data into a clickable receipt that proved why this software was the only viable fix.
The refactored asset became the primary lead-magnet for the sales team, contributing to over $1M in new pipeline within the first 6 months and gaining features in three industry-leading newsletters.
Focus Areas
Tools & Technologies