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. 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
  2. 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
  3. Asthana describes earning developer trust by being useful in forums years before monetising, which is the honest version of... In Depth, First Round Review Podcast · 1 hr 10 min From Chrome extension to $5B platform: Postman's journey with Abhinav Asthana Brett Berson with Abhinav Asthana In 2 answers
  4. 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
  5. The SuperOps founder frames GTM around one question, is your category established or new, which is exactly the fork in the road... Prime Venture Partners Podcast Podcast · ~50 min SaaS Deep Dives: PMF, GTM and Maverick Marketing with Arvind Parthiban Arvind Parthiban
  6. Podcast · 90 min listen 2X SaaS Founder: How To Sell Global Tech Products From India Siddhartha Ahluwalia with Sharath Keshava Narayana
  7. 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
  8. Rare conversation that ties category creation directly to pricing power and to reading real product market fit signals in... a16z Podcast · 37 min a16z Podcast: Creating a Category, from Pricing to Positioning Martin Casado, Michel Feaster, Sonal Chokshi
  9. 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
  10. 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
  11. Video · 40 min SaaSBoomi Fireside chat with Ritesh Arora, co-founder and CEO of BrowserStack SaaSBoomi
  12. Video · 50 min B2B SaaS Positioning with Anthony Pierri SaaSBoomi
  13. 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
  14. Video · 30 min A Buyer-Centric Approach to Competitive Positioning April Dunford
  15. Podcast · 53 min Girish Mathrubootham: Biggest Product and Pricing Lessons from Scaling to $597M in ARR | E1142 Girish Mathrubootham
  16. Video · 15 min How To Create LinkedIn Content That Drives B2B Sales Morgan J. Ingram
  17. Podcast · 41 min Don’t Market to the 5% of Buyers Who Are Ready to Buy Today with Jon Lombardo Jon Lombardo
  18. Video · 31 min 11 Years of B2B Content Strategy: What Works vs What's Just Noise | Vanhishikha Bhargava Vanhishikha Bhargava
  19. 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 →