Sales-led B2B founders, here's how to strengthen your vision and grow faster
I've got a small book's worth of content for you to explore below. This is the core framework from my upcoming founder-friendly book Founder Vision.
This framework is the distillation of the years of work that I poured into my textbook-length practitioner's guide to narrative and positioning for B2B SaaS, Clarity Playbook. If you want to dive deeper, check it out.
Binge the science-based positioning framework:
1. An introduction to science-based positioning
The big idea: Science-based positioning
A new positioning approach for B2B tech companies — new fundamentals, new choices, & new outcomes. Get started with the simple 1-2-3-4 framework.
The two modes of attention
The foundation of science-based positioning is ’the hierarchy of attention’ which explains the two major approaches to B2B positioning in tech.
How-to: Creating a sales narrative
How to turn your positioning into a micro-pitch & sales narrative, with an example deck outline.
How-to: Creating a clarity strategy
How to turn your narrative into a clarity strategy that builds a position in the mind of the buyer.
2. The three sciences of science-based positioning
Three areas of positioning science
Use attention science to win deals, market science to win segments, & N=1 thinking to win as a company.
Positioning science 1: Minds & attention
Understand how right-brain ‘story 1’ and left-brain ‘story 2’ attention help us make sense of the niche/vision split in B2B positioning.
Positioning science 2: Markets & diffusion + brand
Learn how the science of diffusion (niche) and modern brand science (reach) influence positioning & GTM strategy.
Positioning science 3: GTM & N=1 thinking
Your positioning is a bet — why not make it a rigorous one based on the fundamentals of positioning, not superficial ’testing'?
3. The four strategies of science-based positioning
The four positioning strategies
Prove it & ride a wave, find it & focus on a niche, own it & build a brand, & ride it when you’ve found a winning position.
Strategy 1 — Waves & proving your value
How to position around a wave that’s sweeping an industry, with B2B SaaS examples in CRM.
Strategy 2 — Niches & finding your segment
How to position in a niche by finding the segment, user innovation, or attribute that’s unique to you, with B2B SaaS examples.
Strategy 3 — Brand & owning a message
How to build memory associations in the broader market through consistency over time, with B2B SaaS brand examples.
Strategy 4 — Riding a winning position
How to stack our fundamental strategies to ride a winning position to #1 in your segment and market.