Qatalog: building U.S. authority from a standing start
A European work-operating-system arrived in the United States with a strong home reputation, no local media relationships, and competitors already holding the narrative.
Client
Qatalog
Category
Work operating system
Cast's role
Local competitive narrative, U.S. press and podcasts, executive visit programming.
Engagement
Market-entry programme
Business context
Qatalog had recognition in European technology press and a product built for how knowledge work actually happens. Entering the United States meant competing for attention against companies American reporters already knew.
The challenge
Localisation is not translation. The European framing assumed context that U.S. reporters and buyers did not share, and the competitive set on arrival was different from the one at home.
Cast's role
A local competitive narrative, a U.S. press and podcast programme, and executive visit programming that turned travel into coverage.
- U.S. competitive and narrative sprint
- Target media, podcast and analyst map
- Executive visit and event programming
- Global-to-local approval workflow
- Regional authority reporting
Strategy
We rewrote the argument for the American competitive set before pitching anyone, then concentrated effort on a small number of outlets and podcasts where the founder could make the case at length.
Execution
Executive trips were planned as programmes rather than calendars: briefings, podcasts and events booked around each visit, with a workflow that let the European team approve quickly.
- Founder briefings with U.S. press
- Long-form podcast placement
- Event and community appearances tied to visits
- Reactive commentary on U.S. work-and-productivity coverage