You build exceptional machines.

Let’s make sure the market sees WHY.

Customer Truth ↔︎ Product Truth ↔︎ Brand Truth

Get Your Free, Fast Truth Triad Scorecard

Most OEMs have strong engineering and a weak story.

That gap costs you margin, market share, momentum.

I work with heavy equipment and OPE brands to find what their customers believe, make what their machines do obvious, and build a story that shows up.

Does selling feel harder than it ought to?

I’ve been in that room: the gears turning, the teams pushing, but the market still isn’t buying what you know is good.

That’s why I created the Truth Triad: to get what customers see, what your machines actually do, and how your brand shows up, all aligned. When all three line up, sales stops feeling like running a trencher though rocky ground. Selling becomes as simple as show-up-and-help.

Get Your Free, Fast Truth Triad Scorecard

[CAPACITY BUILDING] Creating a Product Management function and developing brand positioning at CMC North America

[OPPORTUNITY ID, M&A] Discovering new product categories and M&A scouting for Raycon

[ADVISORY, STRATEGIC GROWTH] Supported ownership considerations at FM Packaging

[CUSTOMER SEGMENTATION] Building a customer-centric new product introduction with EAW

[PRODUCT MARKETING, GTM] Supporting new product line introduction for ProSoCoustic with innovative material

[INNOVATION CULTURE, AI INCUBATOR] Building an Innovation Engine at Sorenson to Enable Strategic Growth

[BUSINESS MODEL TRANSFORMATION, SaaS] Transforming iZotope's Business Model to Access New Customers

[STARTUP, NEW PRODUCT CATEGORY, SaaS] Solving Unmet Customer Needs with Auxbus to Enable Everyone to Create Podcasts

[INTERNAL STARTUP, NEW TECH] Commercializing New Technologies with Under Armour x JBL Sport Headphones

[TURNAROUND] Turning Around Harman's Luxury Audio Business

[MARGIN IMPROVEMENT, PLATFORM STRATEGY] Improving Profitability at SteelSeries with a Platform-Based Product Line

[NEW PRODUCT LINE] Winning Through Customer Segmentation with Alesis Electronic Drums

[NEW PRODUCT CATEGORY, STRATEGIC RELATIONSHIP] Disrupting Music Creativity with the Alesis iO Dock for iPad

Dan Radin

I help equipment companies untangle complex product lineups, make their brand story clear, and get product and sales teams listening and pulling the same way so selling is reliable as building.

In 20 years building and selling physical goods, I’ve sat behind the desks and been on the factory floor. I know machines, markets, and what you’re up against. When your customer truth, product truth, and brand truth line up, everything gets lighter. Customers understand faster. Sales feel less like pushing and more like helping.

If you’re building something great, but selling feels harder than it should, I can help you find clarity and alignment to make sales a joy.

Get Your Free, Fast Truth Triad Scorecard