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. 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

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 →