Transform your vision.
Grow your startup.
Hi, I'm Luke Stevens. I help B2B SaaS & AI founders transform their vision into positioning & a narrative that sells.
I do that through my books — Founder Vision and Positioning Playbook — and as an expert you can hire.
I've worked with startups that have raised $2M-$200M+ and I'd love to work with you, too.
Consulting
Niche positioning? Category creation? Strategic narrative? I help founders & GTM teams work out which positioning strategy is right for them & how to implement it. I love turning your big ideas into something customers understand.
Founder Vision
Transform your vision with my short, sharp book Founder Vision where I describe my science-based positioning & sales narrative process. Discover the framework or listen to the full audiobook on YouTube or as a podcast for free.
Positioning Playbook
The new textbook for positioning practitioners. Positioning Playbook is my epic, 50-chapter practitioner's guide to narrative, positioning, and brand. If you want to be top 1% at positioning, this is the book for you.
Books & guides
Founder Vision
The founder-friendly guide to transforming your B2B vision into market-ready positioning & narrative.
You've got the product, but how do you solve the market half of product/market fit? The answer is positioning. But how does that work? Some folks say you should start in a niche. Others say you should create a category.
The real answer depends on you and your vision — and not just what you see, but how you see, and that's the foundation of Founder Vision.
It turns out there's a secret to how we see, and once you understand that secret, you can unlock both your positioning, your narrative, and the market itself.
Founder Vision unpacks the market in product/market fit in a short, sharp, ~2 hour read covering:
- New positioning fundamentals: My science-based positioning framework (SBP) builds on the modern neuroscience of attention and has profound implications for every startup founder.
- New positioning choices: SBP boils positioning down to four key choices — prove it, find it, own it, or ride it, resolving the confusion about which approach is right for you.
- A new approach to narrative: The book includes an example 10-slide deck outline you can use to bootstrap your sales narrative and start selling.
Listen to the full audiobook:
13 chapters · 153 pages
Buy on Amazon ($0.99)
Positioning Playbook
The ultimate practitioner's guide to narrative, positioning, & brand for sales-led B2B SaaS.
This is my insanely deep, 50-chapter exploration of everything B2B product marketing, from creating a sales narrative step-by-step to detailed positioning strategies across the B2B spectrum from SMB to enterprise. We'll also cover GTM fundamentals, category creation, brand positioning, Jobs to be Done, and more. (Phew!) All so you get clarity in story and strategy.
If you're a practitioner and want to be top 1% at positioning and narrative, this is the book for you.
50 chapters · 629 pages
Buy on Amazon ($9.99)
Free positioning guide
Founder Vision — start reading
Learn exactly how to go from vision to narrative with my science-based positioning framework. This is the framework from Founder Vision, and these select articles are the fastest way to get up to speed. Start with one big idea and go from there or read/listen to the whole thing.
Chapter 1
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.
Chapter 2
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.
Chapter 3
Three areas of positioning science
Use attention science to win deals, market science to win segments, & N=1 thinking to win as a company.
Chapter 7
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.
Chapter 12
How-to: Creating a sales narrative
How to turn your positioning into a micro-pitch & sales narrative, with an example deck outline.
Chapter 13
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.