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 ...

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, b...

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 ...

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)?

Getting a startup noticed is hard, as Dave Gerhardt, a marketing specialist who worked at various tech companies, noticed. Nobody wants to hear from yet another company, but the founder could act as the spoke-person, bringing:

Trust : People want to buy from people, not faceless companies

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?
...