About
Eric Branch
I am a Director of Change Management. My work is moving organizations from where they are to where the market is going, and building the case that gets people to make the move. Product marketing is the same discipline aimed at a market instead of an org chart. This site is the short version of that argument: strategic judgment, plus the ability to ship the thing.
For most of my career I have worked at the point where strategy meets reality. Change management sounds abstract until you are the person responsible for getting an organization to actually adopt a new system, a new process, or a new direction. The strategy on the slide is the easy part. Making it survive contact with the people who have to live it is the work.
That work turns out to be most of product marketing. Positioning is deciding what is true and what matters before anyone else has the words for it. Messaging is getting a room full of skeptical people to act on that decision. Enablement is handing the sales team something they can actually use under pressure. I have been doing versions of this for years, pointed at internal audiences. Pointing it at a market is a change of target, not a change of skill.
The part that is harder to teach is judgment: reading what is genuinely true about a situation, saying the honest version of it even when a softer version would land easier, and knowing which calls are worth making. The teardown on this site is that instinct made visible. The honest read is that two of the three companies are not even in the same category, and saying so is more useful to a buyer than pretending otherwise.
I work AI-first now, not as a novelty but as operating leverage. This entire site, the brand system, the calculator, the launch brief, and the assistant on the home page, was built in a day by one person directing AI through the mechanics while keeping the strategic decisions human. That ratio is the point. The judgment is mine. The speed is what the tools make possible. A team that wants both should not have to choose. My broader body of AI work lives at ericbranch.dev.