Nick M.

About Nick M.

I help organizations understand people, build things worth building, and create markets around them.Over 12+ years, my work has evolved from designing products to understanding why people use them — and eventually to shaping how organizations define and talk about what they build. I step in where human-centered research, product strategy, and market storytelling don\'t naturally talk to each other. I\'ve partnered with companies across industries — Michelin, General Motors, PassiveLogic, Fox Racing, Carhartt, Browning, and Wolfgang Pet — leading research programs, developing product ecosystems, guiding the commercialization of emerging technologies, and designing market architectures that get engineering, design, and business teams aligned around a shared direction.My background spans design, strategy, and manufacturing, which means I\'m comfortable moving between the conceptual and the concrete — from early-stage insight work to the narratives that drive real adoption.I\'m particularly drawn to category strategy, innovation systems, and helping emerging technologies become understandable and adoptable in the real world.

Experience

1. Director of Brand Strategy

   PassiveLogic

   Dec 2025 — Present · Salt Lake City, UT, US

   Lead the design of PassiveLogic’s market architecture, defining how the company is discovered, understood, adopted, and experienced as the emerging category of Physical AI and autonomous infrastructure develops.Architect the strategic system connecting discovery to narrative to conversion to customer experience, aligning research, storytelling, product clarity, and customer experience into a unified go-to-market framework.Responsibilities include:• Defining the category narrative for Physical AI and translating complex technical systems including physics-based world models and autonomous infrastructure into clear industry narratives• Developing thought leadership strategy designed for high-intent search and LLM discovery• Leading creation of narrative assets, including brand films, technical explainers, and media content• Designing website information architecture and messaging strategy for the platform• Architecting conversion pathways connecting storytelling to product offerings• Aligning product, engineering, communications, and leadership teams around long-term category positioning

Education

• UNSW

  Bachelor's degree, Industrial design

  2009 — 2009

• Northern Michigan University

  Bachelors, Human Centered Design

  2007 — 2011