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Founder playbooks and corpus insights

Step-by-step how-tos for explaining your product, defining your ICP, picking a GTM motion, and positioning — backed by patterns we surfaced from 50,000+ founder posts, 1,041 startup postmortems, and 40,000+ App Store reviews. Built to be cited.

Founder Playbook

4 guides
Guide
How to explain your product (so visitors actually understand)
Three steps to write a homepage a stranger can parse in ten seconds: lead with the buyer's problem, get specific enough to exclude the wrong audience, put proof before the claim.
Positioning Updated Jun 2026
Guide
Ideal customer profile (ICP) definition for early-stage SaaS
Standard ICP frameworks assume you already have customer data. This is the pre-PMF version: replace the firmographic checklist with role + company context + trigger event.
ICP Updated Jun 2026
Guide
How to position your startup (and tell if it's working)
April Dunford's five questions in order, with a worked example, then three behavioral signals that tell you whether your positioning is doing its job — before you have enough traffic to A/B test.
Positioning Updated Jun 2026
Guide
Product-led vs sales-led growth: how to choose
Three questions about your buyer, time-to-value, and ACV determine whether PLG or sales-assisted fits. With the corpus-derived failure modes of "make it free" and "collecting ghosts."
GTM Updated Jun 2026

Insights from the corpus

3 insights
Insight
How to explain what your SaaS does (so visitors actually understand)
Across 50,000+ founder posts, the same realization surfaces: the product was rarely the problem — nobody understood what it did. The four-step method, in founders' own words.
Reddit & HN 50k posts
Insight
How to read App Store reviews when the headline rating lies
Across 40,919 reviews and 976 apps, the gap between headline and recent reviews widens to 2.27 stars at 100k+ ratings. Six steps for reading past the headline.
App Store 41k reviews
Insight
Customer feedback by industry: what users actually ask for
Same words, opposite urgency. Across 40,000+ reviews matched to category, what users request — and what the request actually means — splits sharply by vertical.
App Store 40k reviews

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