The first step is framing the founder’s story. The founder is the leader of this movement, but the story must tie back to the company. Dave recommends answering these stories: 

1. What is the founder’s (company's) backstory?
2. What’s the problem your business exists to solve?
3. Who’s the villain your customers are facing?
4. What’s the solution that you offer?
5. What are the benefits of using your product?
6. What’s life like before and after using your product?

Dave proposes a 3 stop process to market a company through its founder:

1. Craft a simple authentic & compelling story
2. Publish consistently using social media & podcasting
3. Creating a feedback loop with other thought leaders

The founders are usually lacking the time, but startups who are movements need a leader. So:

• The founders need to make time
• The marketing team can rally around the founder & do the heavy lifting: planning, editing, publishing, measurement. 

A niche is a specialized segment of the market for a particular kind of product or service. When you have a niche, it means that you have a clear focus on your intended, targeted customer for today. Not the vision of the product you are selling, the product you are selling right now. 

The niche works best when you create a villain. It gives you a conflict, and allows for conflict resolution. You want your brand’s product or service to be seen as the resolution to that struggle - a hero to save the day.

ex: Drift's enemy were website forms.

Elevator Pitches are too abstract. Try an explainer instead. The goal of the explainer is to get the attention of your potential audience. 

The format is like this:

1. You know how __________________ (insert the problem or old way of doing things that you aim to change)?
2. Instead of __________________ (problem/old way), we have a __________________ (solution/new way). 
3. We call it __________________ (name of the product or category). 

Ex: “You know when you go to a website u have to fill out forms to do anything? “Instead of making people jump through hoops, Drift is like having a 24/7 assistant..."

In the early days, nobody will be interested in telling your story for you. You, the founder, have to take the lead. You have to think of your company as a media company and become a publisher:

1. Engage on Twitter & LinkedIN
2. Start a podcast.
3. Be on a constant press tour, by engaging with other thought leaders.

Consistency is key: Stick to the niche. Stick to the schedule. You need to do it for at least 6mo before seeing any tangible results.

• There are two ways to get followers: education & entertainment. Most will try too hard to be entertaining—not a good fit. Instead, focus on education. Any founder can educate.
• Show consistent clarity of thought.
• Compress ideas down. Present in a quick and readable way; remember that everyone is scanning, and you want them to read your material.
• Be a contrarian. Be different. The feed is noisy. Strong opinions stand out.
• Participate in conversations. Comment, ask questions etc

• Nothing is more authentic than the voice (and face) of a person. 
• The podcast can be the foundation for short form content. One podcast can generate audio snippets, posts or slideshows.
• Can help connect with influencers that will amplify your message
• It can serve as a way to engage the early adopters of your product
• The production of a podcast can be automated so that it scales in terms of production and distribution.