3 Essential Stories Every B2B SaaS Brand Must Nail
A compelling narrative is a strategic asset that can define your market position, build customer trust, show differentiation and drive sustained growth - if done right.
Today I explore 3 critical stories every SaaS company needs to nail: the Origin Story, A Strong POV Story, and the Innovation Story.
The Founder’s Origin Story
Everyone loves a founder’s tale, and establishing your founder’s brand is table stakes to stand out in crowded industries. The founder’s origin story positions you as the visionary to listen to, not just in the technical domain but in the broader industry context.
Begin with the humble beginnings of your company. Every business starts with a problem or a gap in the market the founder is relentlessly passionate about solving. Share the challenges, the early setbacks, and the grit that propelled you forward.
This isn't just a history lesson; it's about building an emotional bond with your audience by sharing the human element behind the technology.
Highlight how your beginnings are linked to your current market position. Was there a unique insight or a particular pain point that you addressed differently? Is there a unique skill set your founder has that makes your approach special? Explain how this original idea has evolved into the company’s approach or philosophy, setting the stage for your current market position.
Take time to script this story for your founder and perfect the delivery of it. When done right, it’s unforgettable and builds authority. Examples of strong and memorable founder stories 👇👇👇
2. A Strong Point-of-View (POV) Story
Every memorable brand has a viewpoint that sets it apart, an approach to solving problems that no one else does quite the same way. Articulating this unique perspective establishes your credibility and builds share of voice in crowded markets. How does this viewpoint inform your product development, customer service, and overall business strategy?
When buyers agree with your point of view, they naturally realize they need your product. It’s a great way to identify your Ideal Customer Profile (ICP) and bring them into your storytelling. Here a framework to start scratch padding how to articulate a strong POV for B2B SaaS 👇👇👇 ABC company refers to your ideal customer, who will agree with your POV.
What is a [ABC] focused company?
[ABC] is….
An [ABC] company is…
Before [ABC], there was….[XYZ]
[XYZ] is…. Users at [XYZ] companies [action you don’t want them to do] because….
Unfortunately, most companies are still [XZY] companies, and most companies want to become [ABC] company
Are you an [ABC] focused company?
[ABC] companies answer yes to all the following questions….
Why should you become an [ABC] focused company?
[ABC] companies … [list 3 benefits]
Users at [ABC] companies… [list 3 outcomes]
How do you become an [ABC] focused company?
Take the following actions to become an [ABC] company
[Users] at [ABC] focused companies [outcome needed]
Don't waste time ….
Don't [insert action] ….
Aren't limited by ….
Create….
Actually like …..
Here are some examples of translating a strong POV story into a campaign message 👇👇👇
3. The Innovation Story
Where are you going and what innovations are truly differentiated? What are the groundbreaking features you were first-to-market with? Here are a few tactics in building your innovation story 👇👇
Building in Public (and communicating it): Sharing your journey transforms it into a communal story. Feature development becomes a voyage where each update is eagerly anticipated by the community. Developer Days is a great example of building with your community and bringing them into the innovation lab. This approach turns customers into companions, making them active participants in the narrative.
Beta or Early Access Programs (with a launch communication of what was learned & changed): Let your biggest fans try new features or products before they're fully launched. Their feedback not only helps refine the innovation, but also creates early advocates for your story.
High Impact Customer Stories (early testimonials): Case studies demonstrating how your recent innovations have solved real problems or created new opportunities for users in the real world.
Continuous Feedback Loops (and communicating you have them): Regularly solicit customer feedback, making it a part of your innovation story. Show that their input directly influences the evolution of your products.
I find real world examples are the most useful and this is the hardest narrative to nail so let’s do a little deep dive on some Innovation story leaders 👇👇👇
A) TESLA: a new approach to cars through 🌟 engineering innovation 🌟
Tesla doesn't just build cars; they build and share a narrative of a sustainable & tech-forward future. Tesla is known for its electric vehicles, energy storage, and solar panels. The public has been privy to everything from the initial Roadster to the development of the Cybertruck, to the founder’s rise and criticism in the public eye - witnessing all the successes and challenges firsthand.
The Boston Consulting Group recently ranked Tesla as the world’s third most innovative company. But what is even more staggering is that BCG only rated Tesla as the 41st most innovative company in 2013. So how has Tesla achieved this magnificent feat and how has it become a world-class innovator?
For further reading 👉👉👉 Tesla’s innovation strategy
B) Ellevest: a new approach to finance through 🌟 relentless focus on ICP 🌟
Ellevest is redefining the financial industry with a mission distinctly tailored for women. This platform isn't just another financial services company; it's a movement toward inclusivity and empowerment. It's not just about providing services; it's about educating and empowering women to take control of their financial future, reflecting a deep understanding of their unique paths and challenges. Ellevest's commitment to 'built by women, for women' is embedded in their algorithms, ensuring that women no longer need to adapt to a system that wasn't designed for them. This innovative approach not only filled a glaring gap in the market but also fostered a community of informed, empowered women ready to break the mold and redefine their financial destinies.
For further reading 👉👉👉 Ellevest - how (and why) it is built for women
C) Apple: a new approach to innovation through 🌟 reinvention, partnerships and product architecture 🌟
Apple’s innovation strategy is a bit “meta” as they are a big tech company that had many game-changing moments historically that still influence today’s buyers. Of course, Steve Jobs’ creativity triggered Apple’s Innovation flywheel. But is that what is keeping the momentum alive after his long, eternal departure?
Apple a fascinating case study from an innovation storytelling perspective, because it’s strategy is based on creation and monopolization of reinvention waves out of scale, network and ecosystem of suppliers. Thus, I can’t use the above framework to properly distill how Apple articulates it’s innovation. Here’s my attempt at distilling it 👇👇👇
For further reading 👉👉👉 Apple’s Innovation Strategy – creating and monopolizing
Great Narratives Scale Everything
Remember, positioning is not what you do to a product; it's what you do to the perceived value of your product in the mind of your buyer. A great narrative pinpoints the language and stories you use to make your value clear as day and just as important - memorable.
Thanks for reading - that’s all I have for today! If you like what you read, perhaps we can collaborate on something. I can do a bit of everything in B2B SaaS Marketing, but written & visual storytelling is the cream cheese to my bagel. I love helping awesome product teams craft simple yet elegant narratives that scales everything else. Don't hesitate to drop me a line!
