Palo Alto, CA — January 27, 2026 — Xapa, the AI-native people development platform that activates human capability at scale, today announced a partnership with marketing strategist and author Justyna Bak to bring her book Marketing Plan for Tech Startups into daily practice for startup leaders.

This is not another content library. This partnership tackles the gap that kills most startups: the distance between knowing what to do and doing it consistently.

Through this collaboration, Bak’s marketing frameworks become interactive, practice-based experiences inside the Xapa platform. Startup founders, CEOs, and CMOs will apply her principles through guided scenarios, AI coaching, and daily exercises that mirror real decision-making pressure.

The problem is urgent and familiar: brilliant strategy that dies in execution. Teams understand the plan. They just can’t translate it into consistent action when things get chaotic.

“Marketing frameworks only work when teams know how to apply them under pressure,” said Justyna Bak. “This partnership allows leaders to move beyond planning and into practice. They build confidence and consistency in how they show up, decide, and execute. That’s what actually matters.”

Xapa will introduce an AI coach modeled on Bak’s expertise, enabling users to engage with her thinking in real time, during the moments that shape outcomes. The integration connects to Xapa’s broader library of leadership, communication, and decision-making development.

“Startups don’t need more theory. They need support turning good ideas into daily behavior,” said Betty Gower, Chief Marketing Officer at Xapa. “This partnership reinforces what Xapa was built for: helping leaders execute with clarity in real work situations, not just talk about it in meetings.”

The integrated experiences will be available to Xapa customers later this year.

About Xapa

Xapa is an AI-native execution platform that bridges the gap between strategy and consistent action. Through hyper-personalized AI coaching, interactive experiences, and transformational content embedded in the flow of work, Xapa helps organizations build the judgment, communication, and decision-making capabilities that drive real business outcomes. From leadership teams to front-line employees, Xapa’s approach is grounded in company-specific context and reinforced through daily practice, enabling enterprises to scale growth, accelerate AI transformation, and ensure teams can execute effectively as conditions change.