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Cases

What Igor was asked to solve.What changed.

Seven engagements across strategy, product and growth. Each case names the decision, what was delivered and what happened afterward – including the limits of what can honestly be claimed.

ISelected client work

Every result stays in context.

The point is not a perfect success story. It is enough context to see the judgment, the work and the boundary of the claim.

Fractional CPMO · Category · Brand · Go-to-market · Website

ULTI

Situation
A consortium for century-scale investing needed to turn a new idea into a category that trustees and chief investment officers would take seriously.
Igor’s decision
As ULTI's fractional CPMO, Igor led the category language, brand, go-to-market strategy and live site as one system, built with the Eightception team, on one principle: invitation, not solicitation.
What was delivered
Audience portraits, a narrative platform, the offering, a go-to-market strategy, the complete site copy, a brand identity and the live site at ultralongterm.org, launched in August 2025.
What happened next
ULTI kept moving after the launch: the founder speaks to full rooms, works with design partners, and uses the site as her business card.
Read the full case: ULTI →

Product build · Data protection · Davos

VoxExec

Situation
Many of the executives in Davos for the World Economic Forum Annual Meeting appear on no official list. Joanna Gordon's VoxExec set out to make those delegations visible – which works only if companies trust a directory carrying their executives' names.
Igor’s decision
Igor designed the platform and the Eightception team built it end to end, with discretion as the product: data hosted in the EU, consent at company level, and nothing submitted until Joanna approves the company. When the pilot needed public registration early, the roadmap was re-cut instead of extended, so it shipped in time.
What was delivered
A trusted picture of who is really in Davos – for hosts, organizers and media, and for the companies taking part – with introductions that go through Joanna. Live in December 2025, ahead of the Annual Meeting.
What happened next
89 companies against a target of five to ten. The platform ran a full annual cycle without its builder, and Joanna came back to work with Igor on the Davos 2027 cycle.
Read the full case: VoxExec →

Founding team · Product and go-to-market

Hoply

Situation
A pre-revenue European semi-private aviation startup had a fare, a set of routes and no aircraft – and needed to know who would buy before its largest irreversible commitment.
Igor’s decision
Work inside the founding team as Fractional CPMO and test one hypothesis at a time – price and routes first, with real booking requests, then each market the next strategic turn depended on.
What was delivered
Four months of product and growth work: route analysis, audience research, brand and positioning, narratives, a unit-economics model and a paid test across 26 Meta campaigns that drew nearly 800 booking requests at real fares in March alone. Igor's own report flagged its weak spots, including a large share of email-only sign-ups.
What happened next
Igor's plan for the private buyer was focus and a proper marketing budget; in May the company tested a second market, corporate clients. Interviews could not confirm corporate demand and found six pre-orders in the private segment. The founders closed the project before the first commercial flight – before any aircraft was leased, in a market the research had shown to be very hard.
Read the full case: Hoply →

Naming · Brand · Go-to-market · Website

Buildout

Situation
An entrepreneurial-capability assessment had a serious method behind it and a senior corporate buyer to reach – and its name was already taken by an unrelated business in the United States.
Igor’s decision
Rename the company together with the founder while it was free, give the corporate buyer a frame he can say out loud – Liberation from the Wrong Role – and write the site in the register his buyers read and forward.
What was delivered
The new name Buildout Simulator, chosen with the founder, a brand foundation, audience portraits, a go-to-market and channel plan, and the website structure and copy. The homepage went live in February 2026.
What happened next
The founder named the brand foundation the decisive deliverable and credited it with a newly closed client. He uses the site as his business card – people come back already holding the frame – and has extended it himself.
Read the full case: Buildout →

De-identified · Lead generation · Sales outreach · Go-to-market

A publishing partner

Situation
A Google Certified Publishing Partner serving independent and mid-sized publishers in Europe needed more of the right publishers – in a field of hundreds of thousands of sites where the ones worth having look like everyone else.
Igor’s decision
Igor designed the solution and the Eightception team built the whole line as one machine – reading each publisher's ad stack, scoring it on two axes, finding the decision-maker and writing each one a personalized letter – with audience portraits and narratives behind the outreach.
What was delivered
A base of about 200,000 publisher domains worked in batches of about 1,000, with about 17 in every 1,000 judged worth a letter; personalized letters in passes of about 80 and 70+; eight audience portraits, three narratives, a go-to-market plan, a website rewrite and research on AI search.
What happened next
The first test sends drew few replies, so the Eightception team went into the analytics and the customer journey and found several serious problems further down the funnel. Eightception handed over detailed recommendations for the sales surfaces and the website, with the strategy worked out end to end.
Read the full case: A publishing partner →

Audience priorities · Narratives · Go-to-market plan

Greid Solution

Situation
An outsourced finance-director service was adding AI agents to its work. The founders had their own buyer interviews and needed to choose which buyer situations came first and how to reach them.
Igor’s decision
Igor and the founder tested the research against who had actually bought, set aside a ranking that looked ready but could not show real purchases, and rebuilt the priorities on the purchase history.
What was delivered
Audience priorities in August 2026, then the narratives to speak with and a go-to-market plan led by referrals in September.
What happened next
The founders took the materials into work and set their promotion priorities for six months ahead. The work continues: next, the go-to-market plan is being implemented together.
Read the full case: Greid Solution →

Partnership · Brand core · Audience · Go-to-market

Velby

Situation
An Israeli business club for entrepreneurs and investors was building the opposite of broad, performative networking – and needed a brand and a route to market that said so.
Igor’s decision
Igor led the strategy: define the club as a curated business ecosystem, go beneath the founders' own personas to the reasons people join, and turn the positioning into a channel-by-channel playbook.
What was delivered
A brand core, seventeen audience portraits, eight strategic narratives, a five-stage member journey and a go-to-market playbook across fourteen channels, with Russian versions of the core documents.
What happened next
Velby is Eightception's close partner across several projects and directions, and Igor continues to advise the club on its own go-to-market.
Read the full case: Velby →

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