Joel Perlman

Background

About Joel Perlman

I’ve always been fascinated by the gap between great ideas and great businesses. Why do some brands thrive while others (often with the same resources) struggle to break through?That question led me to storytelling and Jobs-to-Be-Done strategy. Today, at Sleuth, I partner with founders and growth leaders to solve one of the hardest problems in business today: standing out in markets where everything sounds the same. My work focuses on narrative-driven marketing and Jobs-to-Be-Done strategy - two powerful tools that uncover why customers really buy and how to tell stories that move them to act.Over the years, I’ve worked with brands across fintech, automotive, and emerging markets to transform positioning, sharpen go-to-market strategies, and craft stories that resonate with investors, partners, and customers. From multi-sided marketplaces to financial services and B2B ecosystems, I understand the challenge of selling what isn’t easily explained—and I know how to make it compelling.What drives me is simple: the belief that strategy lives or dies in the story you tell. Done well, story aligns teams, wins customers, and makes brands impossible to ignore.If your business is struggling to answer “Why should anyone choose us?”, let’s talk.