By Sophie Melnik, G-CMO Co-Founder & Marketing Advisor

HR-tech is one of the noisiest categories in B2B. Everyone has a platform. Everyone promises transformation. Everyone looks the same.

When Goodi Group brought me in to work with Witchy, that was the room we were sitting in. Not a product problem. A differentiation problem. The question was what the market actually needed that nobody was delivering.

So we went back to basics. Who is the person on the other side of this product? What are they carrying? What do they wish existed?

And as we mapped the unmet need – the manager or HR leader simultaneously expected to run operations, hold the emotional pulse of their team, make people feel seen, and still deliver business results – a character kept surfacing in my mind.

“You’re building Donna.”

She’s Not a Character. She’s a Category.

For those who haven’t binge-watched Suits, Donna Paulsen is Harvey Specter’s executive assistant – except that title does her zero justice.

Donna is the organizational nervous system of an entire law firm. She anticipates. She connects. She executes with precision while somehow also managing to be the most emotionally intelligent person in every room. She doesn’t wait to be told what to do. She already did it.

That’s not a personality trait. That’s product positioning.

The unmet need in HR-tech isn’t more data. It isn’t more tools. It’s the thing Donna represents: a single, intelligent layer that holds the entire human experience of an organization together and translates it into action that is precise, timely, and genuinely felt.

Once you see it that way, the brief doesn’t need to be written. It writes itself.

Strategy Without Craft Is Just a Slide Deck

A sharp strategic insight is worth exactly nothing if it doesn’t get made brilliantly.

That’s where Gabi Attal and Karin Attal of WhyWorry come in. The creative vision behind this campaign, the courage to cast Sarah Rafferty, the decision to film in Hungary with an Israeli startup team, the execution of a campaign that feels both globally polished and deeply true to what Witchy is – that’s their work.

Gabi and Karin have the rare quality that separates a good agency from a great one: they don’t just execute a brief, they elevate it. Without them, this stays a smart idea in a deck.

The Lesson

I’ve spent years advising marketing leaders on how to win in crowded categories. The answer is almost never a better feature. It’s a clearer articulation of what’s missing and the courage to build your entire story around that gap.

Witchy didn’t try to out-feature the competition. They identified the human truth at the center of the category and embodied it completely. They gave their audience a feeling – this is what it would be like to have Donna running your employee experience.

Sophie Melnik is a CMO turned entrepreneur and co-founder of G-CMO