Lightbend, a technology company that enables developers to easily build data-centric applications, was market-testing a new product called Akka Serverless. But the product created confusion with their existing platform, didn’t resonate with their audience, and lacked a distinct brand, making it difficult to sell as a standalone product. As senior writer on the VSSL team, Larry helped develop a new name and brand to help Lightbend supercharge their sales efforts.  Role: Senior Writer; Agency: VSSL Agency