About the session

Turning Technical Capabilities into a New Category Story – From Logistics Tech to AI for Staffing

How to show relevance and value to a new category while driving a product market fit transition across positioning, messaging, and packaging.

HyperTrack was built as logistics technology: a platform that helps businesses understand and orchestrate movement in the physical world. But as we looked across customer needs and market dynamics, a clearer opportunity emerged in staffing: organizations increasingly needed better real-time visibility, coordination, and automation for distributed, mobile workforces.

The challenge was beyond “market to a new vertical”; it meant understanding how customers used our existing capabilities to credibly address a distinct staffing problem; and then scale that understanding to similar companies in the industry. That meant moving from a technology- and feature-led narrative to one grounded in staffing operators’ outcomes: dependable shift fulfillment, real-time workforce visibility, lower operational friction, and the ability to scale flexible labor operations.

What you will take away

• Translate existing technical capabilities into outcomes that matter to a new category of customers.
• Use customer behavior and market dynamics to determine whether a category shift is credible.
• Align positioning, messaging, and packaging around the new product-market-fit story.

About the speaker

About Jared

Jared McGriff is a product marketing and go-to-market leader who helps technology companies turn complex products into clear market narratives, scalable growth systems, and compelling customer value. He has led marketing strategy for both public companies and VC-backed startups, working across product positioning, messaging, launches, category creation, and the operating rhythms that connect product, marketing, sales, and customer teams.

His experience includes senior product marketing and marketing leadership roles, including Head of Product Marketing and Head of Marketing, where he has built GTM strategies and teams for businesses navigating growth, new markets, and evolving product portfolios. He is particularly interested in the intersection of AI, marketplaces, and technology-enabled service businesses, where positioning and thoughtful product packaging is transformative to traditional businesses. He is deep interested in the received his undergrad in architecture and UC Berkeley and his MBA from NYU Stern of Business.