Paul Sakhatskyi's marketing journey started in 1991, just weeks after he was born, when his father brought home Philip Kotler's Principles of Marketing from a conference. A university professor who fell in love with marketing overnight, he raised Paul in a household buzzing with marketing strategies, communications and ads, making the career path close to inevitable. Today Paul leads marketing strategy for Documents, a mobile app installed on more than 100 million iPhones and iPads worldwide. He believes marketing is fundamentally about problem-solving, and his 'why' is helping businesses understand and meet their users' needs, so they build products and services people admire. The approach at Documents rests on four pillars: market insight, through in-depth market and competitor analysis, user research and staying ahead of trends and innovations; positioning and messaging, built on a compelling core value proposition and clarity; go-to-market strategy, covering monetization models, distribution channels, analytics and communications; and optimization, driving growth through experiments and inventive creative. Alongside this, Paul has spent the last five years teaching marketing, building courses for founders, product managers and senior marketers on how to strategize, communicate and grow effectively. He speaks, consults and mentors, and welcomes conversations with anyone looking to build something great.