Nobody buys what they can’t explain to themselves.
I’m Muhammad Kabeer. I do marketing for things people don’t understand yet: the positioning decision, the plain words that carry it, and native content on the channels where buyers are still asking basic questions. I’ve done it in real estate, in crypto, and for an AI research startup, and it is the same work each time. I write here, in the open.
New here? Start here.
Selected work
Marketing an AI Research Copilot Nobody Had Heard Of
An AI copilot for R&D teams, zero audience, and a brand to build from nothing. In two months of posting, Instagram went from 0 to 1,281 followers and reached over 350,000 accounts.
What a House in Abuja Taught Me About Positioning
I borrowed the reputation of a whole city and assumed it belonged to my specific street. The buyer disagreed.
Building Distribution Before Product Maturity
A live protocol with real volume, one thin channel of attention, and a product most newcomers could not yet explain to themselves. Three channels built from zero, and 105,000+ organic impressions across seven.
Look around
Latest essays
All essays- How to Market an AI Product Nobody Understands YetAug 2026 · 6 min read
The people who instantly understand an AI product are too few to grow on, so the job is translation: making it explainable without a demo, on the channels where everyone else already is.
- Why Crypto Ambassador and Creator Programs FailAug 2026 · 5 min read
Ambassador and creator programs fail because the value exchange only runs one way: the project asks creators to carry its distribution and designs nothing they get in return. Written by someone who ran one.
- Education, Not ManipulationJul 2026 · 3 min read
The line between honest influence and manipulation is simple. Would you still do it if the other person could see exactly what you were doing.
In the Open
How I think about positioning, trust, and getting technical products understood: the same work I do for a living, sent when a new piece goes up. No noise, unsubscribe in one click.
Free. It opens in Substack, where the essays and Notes live.