Chris “Guesto” Guest is a 3-time start CMO turned advisor specializing in Lean Category Design, positioning, and Traction Design. A Brit living in the San Francisco Bay Area, Chris has almost 25 years experience leading marketing for some of the world’s most prestigious tech brands such as Audi, Ferrari and McLaren, as well as startups across North America and Europe. Chris also founded the North Bay (Marin & Sonoma) chapter of The Gen AI Collective and writes the Traction Design publication on Substack.