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Founder Vision: From vision to narrative with science-based positioning
Are you a B2B SaaS or AI founder who wants to sharpen their vision and turn it into a compelling narrative for their market?This is the book for you.Founder Vision gives
New Strengthen your vision — in both senses of the word — with new fundamentals to help build momentum in your market so you win more logos, raise more capital, and grow your ARR.Clear positioning Go from fundamental modes of attention to four distinct positioning strategies — prove it, find it, build it, or, once you’ve found a winning position, ride it.Stronger sales Craft exceptionally well-targeted sales narratives and a broader clarity strategy to land your position in the buyer’s mind.All of this is intended to help you win more deals, win in your segment, and ultimately build a company that wins big, especially if you’re a venture-backed B2B startup.
The Science-Based Positioning frameworkFounder Vision introduces science-based positioning — a brand-new B2B positioning framework for tech companies that helps you go from compelling vision to clear narrative.You'll learn the simple 1-2-3-4 framework, be prompted to think through your vision and strategy as you go, and put it all together in a 10-deck sales narrative deck.
Founder Vision 0. Founder vision & The UnicornThe two types of vision and what I saw at The Unicorn.
1. The science-based positioningA new positioning approach for B2B tech companies — new fundamentals, new choices, & new outcomes.
2. Two modes of attentionThe foundation of science-based positioning is ’the hierarchy of attention’ which explains the two major approaches to B2B positioning in tech.
3. The three sciencesUse attention science to win deals, market science (diffusion & brand) to win segments, & N=1 thinking to win as a company.
Science 1: Attention
Understand how right-brain ‘story 1’ and left-brain ‘story 2’ attention help us make sense of the niche/vision split in B2B positioning.
Science 2: Markets (diffusion & brand)
Learn how the science of diffusion (niche) and modern brand science (reach) influence positioning & GTM strategy.
Science 3: N=1 thinking
Your positioning is a bet — why not make it a rigorous one based on the fundamentals of positioning, not superficial ’testing'?
4. The four strategiesProve it & ride a wave, find it & focus on a niche, own it & build a brand, & ride it when you’ve found a winning position.
Strategy 1: Waves & proving your value
How to position around a wave that’s sweeping an industry, from generative AI to CRM to classic category creation.
Strategy 2: Niches & finding your segment
How to position in a niche by finding the segment, user innovation, or attribute that’s unique to you, with B2B SaaS examples.
New Strengthen your vision — in both senses of the word — with new fundamentals to help build momentum in your market so you win more logos, raise more capital, and grow your ARR.Clear positioning Go from fundamental modes of attention to four distinct positioning strategies — prove it, find it, build it, or, once you’ve found a winning position, ride it.Stronger sales Craft exceptionally well-targeted sales narratives and a broader clarity strategy to land your position in the buyer’s mind.All of this is intended to help you win more deals, win in your segment, and ultimately build a company that wins big, especially if you’re a venture-backed B2B startup.
The Science-Based Positioning frameworkFounder Vision introduces science-based positioning — a brand-new B2B positioning framework for tech companies that helps you go from compelling vision to clear narrative.You'll learn the simple 1-2-3-4 framework, be prompted to think through your vision and strategy as you go, and put it all together in a 10-deck sales narrative deck.
Founder Vision 0. Founder vision & The UnicornThe two types of vision and what I saw at The Unicorn.
1. The science-based positioningA new positioning approach for B2B tech companies — new fundamentals, new choices, & new outcomes.
2. Two modes of attentionThe foundation of science-based positioning is ’the hierarchy of attention’ which explains the two major approaches to B2B positioning in tech.
3. The three sciencesUse attention science to win deals, market science (diffusion & brand) to win segments, & N=1 thinking to win as a company.
Science 1: Attention
Understand how right-brain ‘story 1’ and left-brain ‘story 2’ attention help us make sense of the niche/vision split in B2B positioning.
Science 2: Markets (diffusion & brand)
Learn how the science of diffusion (niche) and modern brand science (reach) influence positioning & GTM strategy.
Science 3: N=1 thinking
Your positioning is a bet — why not make it a rigorous one based on the fundamentals of positioning, not superficial ’testing'?
4. The four strategiesProve it & ride a wave, find it & focus on a niche, own it & build a brand, & ride it when you’ve found a winning position.
Strategy 1: Waves & proving your value
How to position around a wave that’s sweeping an industry, from generative AI to CRM to classic category creation.
Strategy 2: Niches & finding your segment
How to position in a niche by finding the segment, user innovation, or attribute that’s unique to you, with B2B SaaS examples.
161 pages, Paperback
Published September 12, 2024
2 people want to read
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