Own the story

Category, narrative and the trust it takes to sell from India to the world.

What founders use for own the story, ranked by how many answers lean on it.

  1. The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as... Mission.org Essay · 11 min read The Greatest Sales Deck I've Ever Seen Andy Raskin In 7 answers
  2. The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute In 7 answers
  3. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet In 6 answers
  4. Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that... [Un]Churned, Gainsight Podcast · 49 min A Masterclass in Category Creation from the Leaders at Gong and Gainsight Josh Schachter with Udi Ledergor and Lauren Olerich In 6 answers
  5. Podcast · 1 hr 15 min The power of strategic narrative | Andy Raskin Lenny Rachitsky In 6 answers
  6. Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the... Exit Five Podcast · 53 min How to Master B2B Positioning with Anthony Pierri (Fletch PMM) Dave Gerhardt with Anthony Pierri In 6 answers
  7. Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a... Grow & Tell Podcast · 55 min Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter Alex Kracov with Peep Laja In 6 answers
  8. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford In 5 answers
  9. The founder's own account of entering an existing category (help desk) against Zendesk rather than inventing a new one, and... Freshworks Article · 9 min read The Freshdesk Story: Where and How it All Started Girish Mathrubootham In 5 answers
  10. Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day... Think with Google Article · 8 min read How India's SaaS brands can create, scale and supercharge global growth Think with Google APAC In 5 answers
  11. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford In 4 answers
  12. Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning... MKT1 Newsletter Newsletter · 20 min read The MKT1 Guide to Positioning Emily Kramer In 4 answers
  13. A founder and her marketer describe the actual posting system that took a B2B founder brand to inbound pipeline, including who... Exit Five Podcast · 44 min How to Build a LinkedIn Founder Brand that Drives Revenue Dave Gerhardt with Kait Stephens and Brad Zomick In 4 answers
  14. Median marketing spend around 8 percent of ARR and sales around 15 percent, split by funded versus bootstrapped, from a survey... SaaS Capital Report · 15 min read 2026 Spending Benchmarks for Private B2B SaaS Companies Nick Perry In 4 answers
  15. Video · 25 min Zoho CEO Sridhar Vembu on the Long Game, Transnational Localism, and the Future of AI Patrick Moorhead and Daniel Newman with Sridhar Vembu In 4 answers
  16. Podcast · 1 hr Leveraging a YouTube community to build a 100 Cr SaaS company, with Varun Mayya Siddhartha Ahluwalia In 4 answers
  17. The book that gave the discipline its vocabulary (category king, lightning strike, point of view). Read it as the ambitious end... HarperBusiness Book · 272 pages Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney In 3 answers
  18. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky In 3 answers
  19. The founders describe coining inbound marketing as an old game versus new game framing, then choosing SMB over enterprise to... Crucible Moments Podcast · 40 min HubSpot: An Underdog Helps Invent Modern Marketing, and Then Takes on Goliath Sequoia Capital with Brian Halligan and Dharmesh Shah In 3 answers
  20. Their public teardowns and positioning strategies are the fastest way to see the same product framed four or five different... fletchpmm.com Tool · Browse FletchPMM: Homepage Positioning for B2B Software Startups Anthony Pierri and Robert Kaminski In 3 answers
  21. Covers how the No Software logo and button became a repeated physical act rather than a tagline. The lesson is that a category... OpenView Article · 10 min read Marc Benioff on How and Why Salesforce.com Succeeded: My Favorite Plays Scott Maxwell In 3 answers
  22. Zoho's former creative director explains the UAE VAT campaign, Made in India Made for the World, and how they bought Super Bowl... Prime Venture Partners Podcast Podcast · 53 min How Zoho Cracked Global Markets with 3 Iconic Campaigns Jerome Manuel with Raffic Aslam In 3 answers
  23. Splits competitors into the hordes, the giants and the ghosts and gives a different move for each. The giants section is the... The Marketing Meetup Article · 15 min read Positioning Jujitsu: How to Win Against Powerful Competitors April Dunford In 2 answers
  24. Makes the distinction between competitors and competitive alternatives, and points out that the status quo wins roughly one... aprildunford.com Article · 8 min read Positioning and Competition April Dunford In 2 answers

Show the next 24

The questions

Category design 16

When to create a category, when to win inside one, and how to name the problem so buyers pick you.

What does category actually mean in go-to-market, and why does everyone keep telling me to pick one? 3 → Should we create a new category or just say we are a better version of something that already exists? 5 → How do I write the one line that says what category we are in? 5 → Buyers keep comparing us to a big incumbent. How do I even respond in a first call? 4 → How do I test whether a category name lands before we commit the whole website to it? 4 → All 16 questions in Category design →
Brand and narrative 16

The founder story as a GTM asset, a point of view that sells, and earning trust selling from India to the world.

I am a founder with no marketing team. Is my own story actually a GTM asset or just vanity? 3 → What is a strategic narrative and how is it different from our pitch deck? 3 → Everyone says post on LinkedIn. What do I post if I am not an expert yet? 4 → What is the difference between brand and demand, in plain terms? 4 → How do I turn a point of view into content that actually helps sales close deals? 4 → All 16 questions in Brand and narrative →
eChai Partner Brands The partnership →