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. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. Arora on building from Mumbai for 135 countries without ever raising primary capital, which is the credibility argument in its... Inc42 Article · 12 min read Build Local, Think Global: The Vision of BrowserStack's Ritesh Arora Inc42 BrandLabs In 2 answers
  15. Includes the detail that matters most: a tweet from the creator of jQuery brought 10,000 beta users in three weeks. Developer... Accel India Insights (SeedToScale) Article · 22 min read Ritesh Arora of BrowserStack on thinking global and scaling up Anand Daniel In 2 answers
  16. The method behind the talks, with a Positioning Canvas you can actually run a session against. Short enough to finish in a... aprildunford.com Book · Short book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it April Dunford
  17. A four stage model for analyst relations from inbound only to a dedicated team, written for founders rather than AR... a16z Article · 14 min read Why You Should Engage With Analysts, and How to Do It Right Michael King and Stacy D'Amico
  18. A long interview covering how Freshworks built credibility with US buyers from Chennai, and how the brand kept up as the... Accel India Insights (SeedToScale) Article · 20 min read Girish Mathrubootham on building and scaling Freshworks Anand Daniel

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 →