The book
Founder Vision
B2B founders — transform your vision, nail your narrative, & win your market
Founder Vision is my short, founder-friendly book on unlocking the "market" is "product/market fit" by understanding the vision → positioning → sales narrative process.
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, Positioning 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.
Listen to the audiobook on YouTube
It's AI-narrated by Brian, and despite being a little robotic, it sounds kind of awesome? You be the judge ↓
Or listen to the audiobook as a podcast:
Read Founder Vision for free
Binge the book below, split into an overview and deeper dives:
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 in the quest for product/market fit.
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.)
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.
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 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.
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.
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.
Chapter 5
Positioning science 2: Markets, diffusion, & brand
Learn how the science of diffusion (niche) and modern brand science (reach) influence positioning & GTM strategy.
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'?
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.
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 & AI.
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.
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.
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.