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. 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
  2. What changes in your story when a developer loved product has to be sold to a CIO who has never heard of you. Directly relevant... Heavybit Video · 35 min Moving into the Enterprise: Fireside with Postman's Founder and CEO Adam Gross with Abhinav Asthana In 2 answers
  3. Video · 40 min SaaSBoomi Fireside chat with Ritesh Arora, co-founder and CEO of BrowserStack SaaSBoomi
  4. Video · 50 min B2B SaaS Positioning with Anthony Pierri SaaSBoomi
  5. Video · 26 min 5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight Nick Mehta and Anthony Kennada
  6. Video · 30 min A Buyer-Centric Approach to Competitive Positioning April Dunford
  7. Video · 15 min How To Create LinkedIn Content That Drives B2B Sales Morgan J. Ingram
  8. Video · 31 min 11 Years of B2B Content Strategy: What Works vs What's Just Noise | Vanhishikha Bhargava Vanhishikha Bhargava
  9. Video · 41 min Founder-Led Marketing Strategy: How to Scale Trust Without Becoming the Bottleneck Adam Holmgren

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 →