Passive: Before and after
Passive came to Fletch ahead of launch, looking to nail their message before going to market. They had a strong product and a clear idea — but struggled to explain why someone should choose them over the growing wave of AI tools. The challenge was making their differentiation obvious and speaking directly to their core audience: talented tech professionals tired of generic, “AI slop” solutions. Passive needed sharp, clear messaging that showed exactly what the product does and why it’s different.
Unclear how the product works or who it’s for
Messaging focused only on the “why”, not the “how”
Instantly clear what the product does and who it’s for
Messaging speaks directly to skilled tech professionals
Clear differentiation from other AI-powered job application solutions
