We help align your brand positioning, go-to-market strategy and commercial goals as markets, products and customer expectations evolve.
I set up mint lab co. with a view to helping ambitious SaaS and tech brands close the gap between technical strength and commercial clarity for sustainable revenue growth.
The pattern I keep seeing is that strong technical products rarely fail on capability. They fail because that capability isn't translated into clear commercial value. Teams become siloed, product value doesn't land with buyers and once-differentiated businesses begin to sound increasingly similar. AI has accelerated this shift even further.
Having worked across commercial strategy, brand direction and audience-focused growth roles in London for about 15 years, 11 of which with deep-tech media, tech businesses and events, I've owned and scaled revenue myself, not just advised on it. I've diagnosed and fixed issues that impact audience and revenue growth by sharpening positioning, shaping value narratives, and training sales teams, all under one commercial strategy and GTM plan everyone is briefed on. All driven by an unbiased, data-led commercial pespective that challenges norms and adapts with changing markets and culture.
Sustainable growth requires more than visibility or short-term marketing activity. It requires commercial clarity, a consistent methodology, and a partner who's done it from the inside. The result: clarity you and your team can act on, commercial traction that drives revenue and a brand that feels relevant.
Hara Tsakona
Founder & Director
mint lab co.
LinkedIn profile
%20(400%20x%20400%20px)%20(630%20x%201200%20px)%20(1).png)
We believe sustainable growth comes from brands staying commercially relevant in a fast-moving world. Businesses that evolve strategically build stronger positioning, deeper trust and long-term growth.
mint lab co. is a founder-led commercial growth consultancy helping scaling B2B SaaS and tech teams align brand, product and go-to-market strategy. We combine fresh perspectives with clear positioning and commercially intelligent decision-making to help ambitious brands grow.
Our model is lean, specialist-led and designed for founders and leadership teams who need clarity, alignment and commercial momentum.
Our values in no particular order:
.png)
Most stalled B2B SaaS and tech deals don't die because of a competitor. They die quietly inside the buyer's own organisation, when the champion who believes in you can't convince everyone else in the room. A look at what the research says, and five practical ways to make sure your deal doesn't disappear behind a committee you were never part of.
Thomson Reuters and Harvey just launched their own AI models. Fully owned, built in-house, no outside checks. This raises a big question and the answer may not be as simple as it looks.
OpenAI just paused training after an AI agent broke out of its own test environment. Two implications worth thinking through: what founders building on top of these models actually need to minimise risk for themselves, and whether the industry can realistically coordinate on slowing down at all.
A startup founder I spoke to recently said something I agreed with 100% but slightly surprised me. It was good to see that someone with no commercial background but great tech skills, who has built a promising ΑΙ tool and is growing a business is able to make this distinction. He said “Hiring a salesperson isn’t a commercial strategy”. I thought wow, I don’t need to talk much here.
.jpeg)
Reflective pieces about founder traits and what makes them different generally resonate. Founders take risks. Discomfort fuels their enthusiasm and creativity. They are not just dreamers they are doers. They have a vision and they are determined to make it a reality. They challenge the world around them and they want to make a difference. This is all true. But, as a founder myself, I'll take this a step further.
.jpeg)
Most European research is brilliant. Too much of it still gets lost in what people in this space call "the valley of death", that’s the gap between a lab result and a company. Reflecting on a student tech pitch competition I watched in Athens, and the specific commercial translation skill that consistently separates the research that stays in the lab from the research that becomes a company.
We aim to bring clarity to complex propositions that need clearer positioning to drive sustainable growth.