Who you sell to, and why they care

Pick the customer you can actually win, and say the one thing that makes them lean in.

What founders use for who you sell to, and why they care, ranked by how many answers lean on it.

  1. A real company showing its ICP before and after, including the messy middle where they were guessing. The point that narrow... Product for Engineers (PostHog) Newsletter · ~12 min read Defining our ICP is the most important thing we ever did Andy Vandervell In 5 answers
  2. 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
  3. Five questions you can answer this afternoon from data you already have, including the underused one about what objections... Andreessen Horowitz Article · ~10 min read A Framework for Defining and Refining Your ICP Michael King In 4 answers
  4. A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your... aprildunford.com Article · ~12 min read A Product Positioning Exercise April Dunford In 3 answers
  5. The argument for treating positioning as iterative and cross-functional rather than a one-time launch decision, which is what... aprildunford.com Article · ~8 min read Everything You Know About Positioning Is Wrong April Dunford In 3 answers
  6. A rare account of the specific moments a GTM changed shape, from narrowing to cold email agencies, to reversing the demo, to... First Round Review Article · ~25 min read The GTM Inflection Points That Powered Clay to a $1B+ Valuation Varun Anand In 3 answers
  7. The most complete plain-language description of what a PMM owns, and it is explicit that positioning and messaging is the... Product Marketing Alliance Article · ~20 min read What is Product Marketing? The 2026 Guide Product Marketing Alliance In 3 answers
  8. Compares direct sales, channel and marketing-led entry for an Indian company going abroad, and makes the case that the US may... Inc42 Article · ~12 min read Indian SaaS And The Art Of Going From Local To Global Sandeep Chawda In 3 answers
  9. Dunford's rule that you build for the champion rather than for every persona in the account settles the buyer versus user... aprildunford.substack.com Article · 14 min read A Guide to Positioning with Multiple Products, Segments and Personas April Dunford In 3 answers
  10. Evidence instead of folklore: 'did I catch you at a bad time' converts at 2.15% and leading with context converts at over 11%.... Gong Labs Article · ~8 min read The best and worst cold call openers (backed by data from 300M calls) Armand Farrokh In 2 answers
  11. Sorts SaaS businesses into serve-me, guide-me, show-me and enlighten-me based on product and buying complexity, using... SeedToScale (Accel India) Article · ~12 min read Decoding Buyer Matrix and Buyer Journey for your SaaS business Ankit Agarwal In 2 answers
  12. Zenoti and MindTickle founders on validating at home before expanding, and on finding a handful of customers willing to build... SeedToScale (Accel India) Article · ~12 min read Entering a New Market as a SaaS Business and Finding First Customers Ajay Sethi In 2 answers
  13. Lays out everything that has to change at once, product, pricing, GTM and culture, and warns about the premature pivot that has... productgrowth.in Article · ~15 min read Indian SaaS Moving Upmarket: The SMB to Enterprise Playbook productgrowth.in In 2 answers
  14. 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 2 answers
  15. Names the roles precisely (end user, champion, economic buyer, influencer, veto power, procurement) so you stop calling... Disciplined Entrepreneurship (MIT) Article · 10 min read The Decision-Making Unit: The Who-is-Who of Your B2B Sales Process Martin Giese and Matthias Hilpert In 2 answers
  16. A concrete menu of the events that put an account into a buying window, from job changes to fiscal cycles, which is exactly... UserGems Article · 10 min read 18 buying triggers for identifying B2B buying cycles UserGems In 2 answers
  17. The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite... Klue Article · 14 min read How to Conduct Win-Loss Interviews: Step-By-Step Guide Klue In 2 answers
  18. Accel India's three tests for a segment (uniformity, enough size, reachability at a sane acquisition cost) are the cleanest way... SeedToScale Insights (Accel India) Article · 12 min read Defining Your Market: Choose the right peak before you start climbing the mountain Accel India In 2 answers
  19. The cleanest statement of the boundary you are asking about: positioning is the input, and messaging, taglines and branding are... aprildunford.com Article · 10 min read An Introduction to Positioning April Dunford In 2 answers
  20. Three real startup homepages taken apart, showing the whole chain from positioning statement to messaging to the actual... MKT1 Newsletter Newsletter · 20 min read Positioning & messaging teardown, with Anthony Pierri Emily Kramer and Anthony Pierri In 2 answers
  21. Walks an Indian SaaS team from positioning through story, style guide and proof, with Keka and Chargebee as worked examples... Inc42 Article · 10 min read Indian SaaS Startups' Guide To Brand Marketing Komal Ahuja In 2 answers
  22. The operational half of taking on an incumbent: timing outreach to renewal windows, mining review sites for the buyer's own... MarketBetter Article · 22 min read How to Run a Competitive Displacement Campaign: The Complete Playbook for Winning Deals From Incumbent Vendors MarketBetter Team In 2 answers
  23. A founder writing up her own repositioning in detail, including naming Intercom and Customer.io directly and landing on a... Userlist Article · 16 min read How We Used April Dunford's 10-Step Method to Overhaul Positioning at Userlist Jane Portman In 2 answers
  24. The clearest Indian example of a company outgrowing its own product name and building an umbrella brand over Freshservice,... Forbes India Article · 7 min read Freshdesk rebrands as Freshworks to reflect bigger business management software ambition Harichandan Arakali In 2 answers

Show the next 24

The questions

Who you sell to 16

Picking a customer worth chasing, and knowing early when a deal is not one.

What is an ICP and how is it different from a persona? People use both words for the same thing. 4 → We have about fifteen customers and they are all different. How do I find an ICP out of that? 4 → How do I qualify a deal properly instead of just hoping the enthusiastic person can buy? 4 → Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? 5 → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? 4 → All 16 questions in Who you sell to →
Positioning and messaging 16

Making a buyer understand in one sentence why you exist and why you are the one to pick.

What is positioning in plain English, and why does everyone insist we have got it wrong? 3 → How do I write a one-line description of what we do that a normal person actually understands? 4 → Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? 4 → How do I build a sales deck that is not just a tour of our features? 4 → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? 4 → All 16 questions in Positioning and messaging →
eChai Partner Brands The partnership →