I make products make sense to the people who have to buy them.

That's usually what's standing between the product and the money.

"If something really works, there's a version of it that can be explained or distilled down to a story the right audience can understand. If it can't, then something isn't working."

Zorba Grashin

$40M+raised via narrative strategy at NAX Group.

~$15MReguard, which I named and positioned from zero. Profitable from launch, still operating.

Corporate, startup and nonprofit. Reguard is the story with the cleanest numbers, not the only one that worked.

Book a 30-minute call zgrashin@gmail.com

Showreel

Zorba Grashin Reel 2025Watch on YouTube ↗

One case, in full

Reguard

A consumer financial product, built 0→1 inside NAX Group with Ashley Furniture, an investor in NAX. One of several that worked. It's here because the numbers are the clearest.

Reguard brand filmOpen ↗

01 / The categoryNobody believes protection plans

Customers assume the whole category is a scam. Nobody reads the terms. Nobody expects the claim to get paid.

02 / What I didNamed it, positioned it, made the films

I named it, wrote the tagline, and made the concept films that got the C-suite to yes. Then the training films, the site video, and in-person retail training.

03 / What happened~$15M raised, profitable from launch

It launched profitable and it's still operating. Not a campaign that ran and ended. A product that still sells.

04 / The part that mattersI knew nothing about the category on day one

The job wasn't category expertise. It was finding what was true about the product, then the version of it a customer could believe. That part transfers.

The record behind it

Head of Video & Brand Storytelling at NAX Group, 2020–2024. I joined when NAX was an idea and a black X logo. First narrative hire, and I created the role. The job was convincing legacy corporates to invest in web3 and AI when those were foreign concepts.

$40M+Raised via narrative strategy across NAX

−⅓Production cost cut, output tripled

4 yrsAt NAX, no in-house marketing team

8+ yrsAcross finance, retail, CPG and supply chain

7-Eleven concept filmOpen ↗

Aliza launch filmOpen ↗

Brand and content: Macy's, White Claw, MetLife, Brambles.

Garbanzo Bros, Seattle: took a Middle Eastern food company from unknown to a weekly sellout. No ad budget.

Film: Knifecorp (2021, Amazon Prime), co-writer, director, producer. Directed the documentary Just Tell Me You're Alive, released July 2026. Producer, End Trip (2018).

What you actually get

Three things. Fixed scope, fixed price.

Naming and positioning

For a 0→1 product, or a relaunch that isn't landing. The name, the one line that says what it is, and the three sentences your team uses without checking a doc.

Price$2,500

TimeTwo weeks

Done whenA name, a definition, and messaging your team can say out loud without a deck.

The film that makes the thing make sense

Concept film, launch film, or investor narrative. The version of your product a room can watch and immediately get. This is what got the C-suite to yes on Reguard. Includes the positioning work if we haven't done it.

Price$5,000

TimeOne to two weeks

Done whenA finished film you can put in front of a customer, a board, or an investor, in the cuts and sizes you'll use.

The content system, run monthly

Weekly posts in your voice, on a schedule, run by me, not taught to you. I write them. My own pipelines handle the repetitive half, tuned to your voice from your writing, and nothing goes out unedited.

Price$2,000 / month

TimeMonthly. Cancel with 30 days' notice.

Done whenIt publishes on schedule without you in the loop, and nothing goes out that you haven't approved.

Book a 30-minute call zgrashin@gmail.com

How it works

Step 01

A call, 30 minutes

You tell me what the product does and who isn't buying. I tell you what I think is wrong. If I can't help, I say so on the call.

Step 02

Scope in two business days

What I'll make, the price, the date, in writing. I need an hour with whoever knows the product best, plus whatever you've already written. No paid discovery.

Step 03

Something to look at in two weeks

Names, lines, or a first cut, inside two weeks of starting. You react, I revise. Real work lands long before the final invoice.

The honest part

Who this is wrong for

If the plan is more posts and more ads, I'll do that, and do it well. But if nobody can tell what your product is, volume only spreads the confusion faster. Fix that first and the volume works harder.

If the product doesn't work yet, I can't story my way around that. I'll tell you in week one, not month three.

I don't do performance marketing, media buying, or SEO. I don't do logo-and-identity work as a standalone project.

I build my own tools and use them to move faster. The writing and the judgment are mine. There's no platform to buy here. If what you need is AI working inside the tools your team already runs on, that’s the systems side of this site.

Straight answers

The four things people ask

"You don't know my industry."

Not yet. But I wasn't a protection-plan specialist, fintech guru, or e-commerce data specialist when Ashley Furniture, Macy's, and White Claw bought in at NAX either. Category knowledge is your half. My job is getting it out of your head and into something a stranger understands in ten seconds.

"What if it doesn't work?"

You see real work inside two weeks, not at the end. That's the checkpoint. If it's wrong there, we stop, and you keep everything made up to that point.

"Who owns what you build?"

You do. Names, scripts, footage, files and source, transferred on final payment. I only ask for permission to show the work. If you'd rather I didn't, I won't.

"Where does my data go?"

Nothing of yours trains a model, and processing is ephemeral. You choose the setup: a permissioned folder shared to me alone, or local processing so nothing leaves your machine. Every tool I touch is named in the scope before you sign.

Who I am

I'm Zorba Grashin. Eight years across finance, retail, CPG and supply chain, doing one job: getting the product understood.
Four years at NAX Group as Head of Video & Brand Storytelling. First narrative hire, and I created the role. $40M+ raised across NAX on narrative strategy, production costs cut by a third while output tripled.
I took Reguard from nothing to a launched, profitable product in a category customers assume is a scam.
Brand and content work for Macy's, White Claw, MetLife and Brambles. Concept film for 7-Eleven. Launch film for Aliza.
Before that I took Garbanzo Bros in Seattle from unknown to a weekly sellout, with no ad budget.
Also: two films directed and three produced, an MFA in screenwriting, a novel (The Get: Boaz), three games built in a 72-hour sprint, and stand-up on the Tel Aviv circuit.