The book

Founder Vision

B2B founders — transform your vision, nail your narrative, & win your market

Founder Vision is my ~160 page, founder-friendly book on understanding what vision is and how to turn that into positioning and a clear, compelling B2B sales narrative.

The core of Founder Vision is the concept of science-based positioning. That's my distillation of the years of work that I poured into my textbook-length practitioner's guide to narrative and positioning for B2B SaaS, Product Marketing Playbook.

The good news is you can read and/or listen to the entirety of Founder Vision below — including my 10-slide narrative deck outline — or pick it up on Amazon.

Read Founder Vision for free

Binge the book below, split into an overview and deeper dives:

  1. Intro to Founder Vision
  2. The core SBP framework & narrative how-to
  3. The three areas of science in SBP
  4. The four strategies in SBP
Founder Vision book cover
Explore Founder Vision

Introduction & The Unicorn

Chapter

Introduction: Founder vision

Start here and learn how we’ll go from vision — in both senses of the word — to positioning and narrative.

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Chapter

The Unicorn (About Luke)

The things that I saw at The Unicorn that drove me to write Founder Vision. (Oh, and how I got fired.)

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1. Vision to science-based positioning

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.

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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.

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Chapter 12

How-to: Creating a sales narrative

How to turn your positioning into a micro-pitch & sales narrative, with an example deck outline.

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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.

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2. The three sciences of science-based positioning

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.

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Chapter 4

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.

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Chapter 5

Positioning science 2: Markets, diffusion, & brand

Learn how the science of diffusion (niche) and modern brand science (reach) influence positioning & GTM strategy.

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Chapter 6

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'?

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3. The four strategies of science-based positioning

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.

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Chapter 8

Strategy 1 — Waves & proving your value

How to position around a wave that’s sweeping an industry, with B2B SaaS examples in CRM.

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Chapter 9

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.

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Chapter 10

Strategy 3 — Brand & owning a message

How to build memory associations in the broader market through consistency over time, with B2B SaaS brand examples.

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Chapter 11

Strategy 4 — Riding a winning position

How to stack our fundamental strategies to ride a winning position to #1 in your segment and market.

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