What You're Missing
Is Found in Context.

Positioning and messaging for visionary teams in industrial, energy, and climate markets. Built to help you win long buying cycles.

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For Winning Long Buying Cycles

A buying decision that starts with one conversation still has to move through six more stakeholders, months of delay, three competing alternatives, and someone in procurement who was never in the room.

That is where positioning is tested, when the message has to carry the context with it.

Found in Context maps buyer priorities, market pressure, and the competitive landscape, then builds positioning and messaging that holds up across the full cycle.

Turn a stronger position into a stronger business.

Find the context hiding in your market.

The best positioning is rooted in research, and that is the part we love. We talk to your leadership, interview your customers, and scout your competitors to map what earns trust from buyers and investors.

  • Competitive analysis
  • Audience research
  • Customer interviews

Build the message your team can rally around.

A message only works if the people believe in it, so we build it with you. We apply our context findings and create a new strategy that grows from your why. So, you'll show your customers you speak their language.

  • Value proposition
  • Proof structure
  • Message hierarchy

Make bold innovation easy to follow.

Buyers rarely decide in the room with you, so we write for the rooms you do not see. We turn the strategy into case studies, decks, and web copy that hold up through months of comparison.

  • Case studies and explainers
  • Pitch and sales material
  • Website and article copy
Context & Messaging Review

Give buyers a stronger reason to choose you. Start here.

You know your offer is strong.
We make it easy for the right prospects to see it that way too.

We look at your materials with fresh eyes and come back with the changes worth making first. You get a context map to work from, and a clear place to start.

Let's do it
The Field of Context

Essays and systems maps on how markets understand, trust, and respond to value.

All Articles

Marketing & Sustainability

Marketing After Growth-at-All-Costs

Marketing has been optimized for reach, conversion, and speed. But in a world of climate pressure, AI-generated content, and saturated markets, the next shift is more serious: building trust, supporting communities, and helping people make choices that create long-term value instead of more waste.

Coming soon

Climate & Systems

Where Bee Startups Fit in the Climate Adaptation Stack

From pollination monitoring to habitat restoration and agricultural resilience, bee-focused startups sit inside a wider system of food risk and climate adaptation. This systems map looks at where bee-focused startups fit and what they enable beyond pollination.

Coming soon

About Found in Context

Found in Context is built on the belief that strong communication starts before the message. It starts with understanding the market, the buyer, the system around the decision, and the context that makes an idea worth paying attention to.

My name is Deyanira Borisova, and I am a communications and marketing strategist with experience across corporate, startup, and freelance environments. I've worked on positioning, content strategy, sales enablement, research, and messaging for B2B services, technical products, and expert-led businesses — including teams working in long buying cycles where trust, clarity, and timing matter.

My work combines strategic marketing, audience research, systems thinking, and editorial judgment. I help teams understand what their market needs to know, what their buyers are trying to make sense of, and how to turn that into communication that is clear, credible, and useful.

Found in Context exists for businesses that do not need more noise. They need sharper thinking, stronger positioning, and the right context behind the message.

Deyanira Borisova, founder of Found in Context
Selected clients

In markets where trust has to be earned in detail

SafeSpill
Proxima Stella
Bellco Feeders
Innovaito
Insight Matters
For founders and expert-led teams

Your work has substance.
Context helps people see it.

Send us a few details about your project, and we'll reply with the best next step.

Let's talk