GovTech and defense, at the moment the market shifts
Startups bridging federal programs like SBIR and TABA with real-world commercialization. We help founders translate complex technology into clear market narratives that attract partners, funders, and early customers.
Where it usually breaks
The five problems we solve, as they tend to show up in this market. The small line above each is the general version.
- This is us
Your company has changed, but your marketing hasn't.
You won the SBIR. Now you're selling to program offices, primes and commercial buyers, and the site was written for the grant.
- This is us
You're doing more marketing, but getting less from it.
More conferences, more capability statements, more posts, and contracting officers still can't repeat what you do.
- This is us
Your market doesn't understand why you're different.
The homepage says "AI-powered mission solutions". So does everyone else's.
- This is us
You know something needs to change, but you don't know what.
You're moving from pilots to production contracts, and the story that won the pilots won't win procurement.
- This is us
You need senior marketing expertise without hiring a large team.
You need someone who knows the government market's media and buyers, without building a team to get them.
Today's homepage headlines at 14 defense-tech leaders, scored for specificity
| Company | Headline today | Score |
|---|---|---|
| Epirus | "Built to Stop Autonomous Attacks" | 3 / 5 |
| Helsing | "MILITARY AI" | 2.5 / 5 |
| Palantir | "Sovereign AI Systems for Every Decision" | 1.5 / 5 |
| Saronic | "Redefining Maritime Superiority" | 1 / 5 |
| Vannevar Labs | "Restoring Deterrence. Reclaiming Advantage." | 1 / 5 |
| Anduril | No headline on the page | 0 / 5 |
Average across all 14: 1.0 out of 5. It was 1.2 before their Series A, and still 1.2 at a $1B+ valuation. 206 homepage versions, 2010 to 2026, scored blind.
Where we usually start
Every engagement begins with a 30-minute call. These are the most common first steps for companies like yours.
Positioning and messaging
One story that works for a program office, a prime and an investor, written down so the whole team tells it.
Capability statements and pitch
The documents gov buyers actually ask for, rewritten around the buyer and the mission, not the technology.
Go-to-market strategy
Which agencies, primes and contract vehicles to go after first, and what to say to each.
Alex has led marketing in this market
Past employers, not clients. 15+ years of brand, growth, content and go-to-market work.
News and events for federal government leaders.
News and analysis on the future of national security.
News for state and local government leaders.
Software for public-sector purchasing.
Further reading
From the Brilliantly Wrong articles.
Talk to Alex
A 30-minute call with Alex Stonehouse, the founder. Tell him what's changing.