Philipp Rimmler
Co-founder · Relevancy strategy
About Petrichor Projects
Petrichor is what our methodology looks like in public.
A two-founder strategy firm for growth-stage companies that need the market to understand what the product has already proved.
Gabe Jewell
Co-founder · Learning, production, and systems
The pattern
The company had grown. Its position had not.
A product expands. The audience widens. The sales deck multiplies. The market still carries the old version of the company. Every team inside it starts telling a different new one.
Growth calls it a channel problem. Product calls it a roadmap problem. Leadership calls it positioning. Each diagnosis may be partly right. None is useful until the company can answer a more basic question: what has become true here that the market does not yet understand?
That is the problem Petrichor was built to solve.
Why two founders
Strategy has to survive contact with production.
Phil came to the work through growth-stage strategy: the point where product truth, market position, and reputation begin to split apart.
Gabe spent a decade at MasterClass building curriculum with people including Steph Curry, Malcolm Gladwell, Steve Martin, and Timbaland. He learned what happens after the idea is approved: somebody still has to turn it into work people can absorb, use, and repeat.
Petrichor joins those disciplines. The position must be true enough to defend, precise enough to guide decisions, and usable enough to leave the strategy deck.
The method
Relevancy is designed, then earned again.
Relevancy Engineering is the structural design of a brand so it stays culturally and commercially relevant as markets shift. It rests on three legs: an Authentic Core the company can prove, Category Ownership the market can repeat, and Distribution Mastery that keeps the position in contact with the right buyers.
If one leg weakens, the signal bends. A true company can remain invisible. A visible company can become interchangeable. A company that owns the language can still lose the market when its proof stops traveling.
The working relationship
The people named here do the work.
We take on 4 to 6 engagements a year. Every engagement runs through Phil and Gabe directly. There is no junior handoff and no strategy team that disappears after the presentation.
We publish the thinking in full. The methodology, founder answers, and Primary Source papers let a team examine our standard before asking us to apply it.