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Date: Fri, 24 Jan 2025 16:48:59 +0000 (UTC)
From: Collin Stewart <predictablerevenue-newsletter@mail.beehiiv.com>
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Subject: final draft submitted
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Good morning Andrew,=20

_I handed in my final draft this week and it=E2=80=99s sitting at 57,892 wo=
rds. I remember sitting at ~20k words and thinking that 40k seemed impossib=
le. Turns out I had the opposite problem, I=E2=80=99m a talker and once I b=
uilt up my writing muscle, it naturally translated onto the page(s). I have=
 a special thank you lined up for everyone that replied with comments or qu=
estions but you=E2=80=99ll have to stay tuned to find out what it is. _

_So what=E2=80=99s next? I=E2=80=99m supposed to switch to =E2=80=9Cmarketi=
ng mode=E2=80=9D now. Apparently pre-sales are a large factor in how book s=
tores, wholesalers, etc=E2=80=A6 determine how many books they=E2=80=99re g=
oing to order. But don=E2=80=99t worry, I=E2=80=99m not going to sit here a=
nd beg for it, my goal is to continue writing and building resources that w=
ould be helpful for founders at your stage. Ok, I might beg a little bit=E2=
=80=A6 _

_I=E2=80=99m looking for a few _**_early readers_**_ that would be willing =
to preview a copy of the book and provide a short review or quote we can us=
e while marketing it. Hit me back if you=E2=80=99re interested. _

_The following is two snippets from the book that I thought belonged togeth=
er but ended up in separate sections. The first goes into detail about how =
we craft our targeting and the second is a short follow-up piece on founder=
 led prospecting. _

## **The MarketFit Process=C2=A0**

One of the toughest lessons I've learned (and the reason I'm hammering so h=
ard on documenting product market fit) comes from my days running an outbou=
nd agency. Time and time again, I'd see founders who _did_ find product mar=
ket fit=E2=80=94but never fully documented or shared what they'd learned. T=
hey'd hire a sales leader, fail to pass along all the crucial insights abou=
t ideal customers and messaging, and then get frustrated when campaigns flo=
pped. We'd build sequences and lists based on incomplete information, only =
for the sales leader to say the leads "weren't right." That frustration bui=
lt up so frequently that we built the MarketFit workshop. It was a team eff=
ort that evolved over time=E2=80=94starting with Aaron's Niche Matrix, refi=
ned by many account strategists at Predictable Revenue (including Jerry, Pa=
trick, Cole, Niamh, Ashley, Jonathan, Ania, and Nicola), and ultimately per=
fected by Kenny MacKenzie. We call it the **MarketFit** process.=C2=A0

The MarketFit process breaks down everything we've learned about finding an=
d validating market fit into three testable hypotheses: targeting, need, an=
d solution. Think of these as the three big questions you need to answer: W=
ho are we trying to reach? What do they want? How can we help them? This pr=
ocess will help transform a hypothetical ideal customer profile into a tang=
ible set of criteria and segments your sales team can run with. This proces=
s might feel like skipping ahead but it's important to start documenting th=
ings now while it's fresh in your memory. This process is an excellent way =
to communicate your product market fit with precision.=C2=A0

Let's break each one down.=C2=A0

**The Targeting Hypothesis**=C2=A0

This is where most companies start=E2=80=94and where most go wrong. They lo=
ok at surface-level traits like industry and company size, build a list, an=
d start selling. But effective targeting goes deeper. You need three layers=
:=C2=A0

First, there's the company profile (what most people call firmographics). T=
his includes the usual suspects: industry, employee count, revenue, locatio=
n. But here's the key=E2=80=94you want to prioritize characteristics you ca=
n actually search for in data providers. We call these "searchable" attribu=
tes. There's no point building your ideal customer profile around attribute=
s you can't find.=C2=A0

Next comes the persona. Who in these companies are you trying to reach? Thi=
s goes beyond just job titles. You need to understand their level (Director=
, VP, C-suite), their function (Sales, Marketing, Product), and their depar=
tment. Again, focus on what you can actually search for.=C2=A0

Finally, there are behavioral signals=E2=80=94things that might indicate a =
company or person is ready to buy. This could be recent funding, conference=
 attendance, technology usage, or website activity. These are harder to tra=
ck systematically but can be gold when you find them. Tools like Clay and A=
pollo are particularly powerful here.

**The Need Hypothesis**=C2=A0

This is where we dig into what your target market actually wants. It combin=
es several key elements:=C2=A0

**Persona Responsibilities** are what the person was actually hired to do. =
The easiest way to figure this out? Check job postings for their role. Thes=
e responsibilities create the foundation for understanding what drives thei=
r decision-making. For a sales leader, this might include "build and manage=
 a high-performing sales team" or "develop and execute sales strategies."=
=C2=A0

**Goals** are their annual objectives=E2=80=94the concrete outcomes they're=
 measured against. These aren't abstract aspirations; they're the specific =
targets they need to hit. For a sales leader, this might be "increase reven=
ue by 50%" or "build a predictable pipeline generating $2M in new business.=
"=C2=A0

**Jobs to be Done (JTBD)** are the specific tasks they need to complete to =
achieve those goals. Think of these as the "how" behind the "what" of their=
 goals. If their goal is to increase revenue by 50%, their JTBD might inclu=
de "invite potential customers to sales calls" or "maintain a steady flow o=
f qualified leads."=C2=A0

**Obstacles** are what's getting in their way. What's making these jobs har=
der than they should be? What friction points exist in their current proces=
s? This might be "manual prospecting takes too long" or "can't find enough =
qualified leads."=C2=A0

**The Solution Hypothesis**=C2=A0

This is where you connect what you offer to what they need. The solution hy=
pothesis has four key components that work together to create a compelling =
narrative:=C2=A0

**Unique & Believable Solution** Strip away the marketing speak. Describe i=
n plain language exactly how you solve the specific situation described in =
this chain. No jargon, no buzzwords=E2=80=94just the honest truth about how=
 you help. Your prospects can smell marketing fluff from a mile away, so ke=
ep it real.=C2=A0

**Position in the Market** If it's relevant for this specific chain, explai=
n how you're different from competitors. Don't try to be all things to all =
people=E2=80=94focus on what makes you uniquely valuable for this particula=
r situation. Sometimes this isn't relevant, and that's okay. Only include i=
t if it genuinely matters for this chain.=C2=A0

**Proven Results / Social Proof** Let your happy customers do the talking. =
Use their actual words to describe the impact you've had. Even better, incl=
ude how they quantified that impact. Real results from real customers are w=
orth their weight in gold. "We increased our qualified pipeline by 47% in t=
he first three months" beats generic testimonials every time.=C2=A0

**Relevant Trends** Identify current market or industry developments that m=
ake your solution more compelling right now. These trends can make your cha=
in of relevance more urgent or important to your prospects. For example, if=
 you're selling an AI-powered sales tool, relevant trends might include "th=
e rise of remote selling" or "increasing pressure to do more with smaller t=
eams."=C2=A0

**The Chain of Relevance**=C2=A0

These three hypotheses form what we call the Chain of Relevance. It looks l=
ike this:=C2=A0

Company =E2=86=92 Persona =E2=86=92 Responsibility =E2=86=92 Goal =E2=86=92=
 Job to be Done =E2=86=92 Obstacles =E2=86=92 Solution=C2=A0

Each link needs to connect logically to the next. When it does, you've got =
a compelling story that resonates with prospects because it matches their r=
eality. This provides the context for your message but is not the actual me=
ssage that you'll send, that comes later.=C2=A0

**Testing Your Hypotheses**=C2=A0

Here's where the rubber meets the road. For each combination you want to te=
st, you need at least 300 prospects. Why 300? Because that's the minimum sa=
mple size you need to get statistically significant results.=C2=A0

Start with your targeting hypothesis. Can you actually find 300 prospects t=
hat match your criteria? If not, your targeting might be too narrow=E2=80=
=94or you might need to broaden your search criteria.=C2=A0

Then test your need hypothesis. Are these prospects actually responding to =
messaging about the goals and obstacles you've identified? If not, you migh=
t have the wrong need hypothesis.=C2=A0

Finally, test your solution hypothesis. When you connect with prospects, do=
es your solution resonate? Do they see how it helps them achieve their goal=
s? If not, you might need to rethink how you're positioning your solution.=
=C2=A0

**Getting Started with Messaging**=C2=A0

When you're staring at a blank page trying to write your first message, it =
can be overwhelming. It's tempting to go hunting for templates, but resist =
that urge. Instead, try this approach: focus on just one element of your ch=
ain at a time.=C2=A0

You could start with:=C2=A0

* Goals: "Are you trying to hit that 50% growth target this year?"=C2=A0

* Obstacles: "Is manual prospecting eating up too much of your team's time?=
"=C2=A0

* JTBD: "How are you keeping your sales pipeline consistently full?"=C2=A0

* Or any other element that feels natural=C2=A0

* Test different starting points and see what resonates. Almost anything is=
 worth testing when you're just getting started. The key is to start somewh=
ere and iterate based on the responses you get.=C2=A0

Remember, this is an iterative process. You'll probably need to test multip=
le combinations before you find one that works. But when you do find one th=
at works=E2=80=94when you see prospects consistently engaging with your mes=
sage and moving through your pipeline=E2=80=94you'll know you've found a pr=
ofitable segment of your market.=C2=A0

The key is to document everything. Track what works and what doesn't. Share=
 the learnings with your team. And most importantly, keep refining your hyp=
otheses based on what you learn from the market.=C2=A0

## **Founder-Led Prospecting=C2=A0=C2=A0**

Below is the process I use whenever I=E2=80=99m launching (or advising on) =
a new startup=E2=80=99s customer acquisition strategy. While some of these =
points might sound straightforward, executing them diligently=E2=80=94_by h=
and_, at first=E2=80=94makes all the difference.=C2=A0

**Pinpoint the Problem and Persona**=C2=A0

Before you do anything else, be absolutely clear on _what problem you=E2=80=
=99re solving_ and _who you=E2=80=99re solving it for_. Identify the roles,=
 industries, and specific titles of people who typically experience the pai=
n your product addresses. This clarity keeps your prospecting tight and foc=
used=E2=80=94no wasted outreach on people who don=E2=80=99t need (or apprec=
iate) what you=E2=80=99re offering.=C2=A0

**Build a Target List**=C2=A0

Once you know _who_ you want to reach, _start small_. I like to assemble an=
 initial list of 50 to 100 prospects maximum. That=E2=80=99s enough for mea=
ningful feedback but not so large that you lose the ability to verify each =
name. _Why go small at first?_ By manually reviewing each contact=E2=80=94c=
hecking job titles, company type, or relevant pain points=E2=80=94you quick=
ly see if your targeting is on track. This tight feedback loop prevents you=
 from blasting a huge, inaccurate list with the wrong message. When you cre=
ate your list, make sure to document the context behind it. I recommend usi=
ng our MarketFit Matrix, you can get a copy of the template [here](https://=
docs.google.com/spreadsheets/d/1BJ9oQAVFsVyrOafTjgGJ3BccjFg4n0mfpgifilKQas8=
/edit?gid=3D1373947426#gid=3D1373947426).=C2=A0

**Get the Word Out **=C2=A0

When you=E2=80=99re confident in your initial target list, it=E2=80=99s tim=
e to craft your outreach=E2=80=94but keep it simple. I recommend starting w=
ith two channels:=C2=A0

* Cold Email. Aim for batches of about 30 prospects per day. You can send t=
hem manually or use a mail merge tool like YetAnotherMailMerge. At this vol=
ume, it=E2=80=99s generally safe to use your main email account. Once you s=
tart sending more than 30 a day, you=E2=80=99ll want to look into email del=
iverability best practices to keep your domain reputation healthy. Note, at=
 this stage I=E2=80=99m not sending follow ups. If you plan on sending foll=
ow up emails, reduce the volume so your total email volume stays under 30 a=
 day.=C2=A0=C2=A0

* LinkedIn. Instead of sending an empty connection request, include your me=
ssage in the connection note. This helps the prospect see immediately why y=
ou=E2=80=99re reaching out, and it can encourage a faster response.=C2=A0

* In both cases, avoid pitching. Lead with your focus and ask for advice. K=
eep it short, clear, and focused on starting a conversation=E2=80=94not clo=
sing a deal. By sending a small batch each day, you can quickly see how pro=
spects respond and tweak your approach if you=E2=80=99re not getting the re=
plies you hoped for.=C2=A0

**Keep It Manual at First**=C2=A0

I recommend doing most of this process _by hand_ initially, without relying=
 on automation. That means no big mail merges or automated sequences just y=
et. Why? When you=E2=80=99re typing or tailoring each message, you see firs=
thand which parts are clunky, which references might be wrong, and whether =
your targeting is off. If you automate too early, you risk blasting hundred=
s of prospects with a message that=E2=80=99s slightly off-target=E2=80=94an=
d that=E2=80=99s a recipe for low response rates and misleading data.=C2=A0

**Track Every Response**=C2=A0

Finally, keep tabs on everything in a spreadsheet or lightweight CRM. Each =
prospect should have a status: _Contacted, Replied, No Response, Not Intere=
sted, Booked a Call_, etc. This lets you see patterns =E2=80=94do half the =
people open but never reply? Are people more likely to reply to one pain po=
int vs another one? Are they replying with a similar objection or not reply=
ing at all? Every data point you collect here is _pure gold_ for refining y=
our next batch of outreach.=C2=A0

That=E2=80=99s the core of founder-led prospecting: a small, precise list, =
a clear hypothesis about _who_ needs your solution, a tight feedback loop, =
and lots of manual work at first to confirm everything=E2=80=99s on the rig=
ht track. By the time you consider any form of automation=E2=80=94or bringi=
ng in a dedicated salesperson=E2=80=94you=E2=80=99ll know exactly where the=
 strongest signals are coming from and _why_ your messaging resonates.=C2=
=A0

That was a meaty post, if you made it this far, thanks for reading.=20

Until next week,=20

Collin=20

PS - reminder that I=E2=80=99m looking for early readers that would be will=
ing to preview a copy of the book and provide a short review or quote we ca=
n use while marketing it. Hit me back if you=E2=80=99re interested.=20


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</style></head><body class=3D"a" style=3D"margin:0px auto;padding:0px;word-=
wrap:normal;word-spacing:normal;background-color:#FFFFFF;"><div role=3D"art=
icle" aria-roledescription=3D"email" aria-label=3D"email_name" lang=3D"en" =
style=3D"font-size:1rem"><table role=3D"none" width=3D"100%" border=3D"0" c=
ellspacing=3D"0" align=3D"center" cellpadding=3D"0" class=3D"gg"><tr><td al=
ign=3D"center" valign=3D"top"><table role=3D"none" width=3D"670" border=3D"=
0" cellspacing=3D"0" cellpadding=3D"0" class=3D"aa" style=3D"width:670px;ta=
ble-layout:fixed;"><tr><td class=3D"bodyWrapper" align=3D"center" valign=3D=
"top" style=3D"padding:10px 5px 10px 5px;"><table role=3D"none" width=3D"10=
0%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><=
td align=3D"center" valign=3D"top" style=3D"border:0px solid #FFFFFF;border=
-radius:10px;background-color:#FFFFFF;" class=3D"c"><table role=3D"none" wi=
dth=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"cent=
er"><tr><td class=3D"f" align=3D"right" valign=3D"top" style=3D"padding:20p=
x 15px;"><p> January 24, 2025 &nbsp; | &nbsp; <a href=3D"https://link.mail.=
beehiiv.com/ss/c/u001.xDrLMY0giiSlGuELGCgU3vcTjpRMaSWzujUngxObjZYrCabQfdS8Q=
euInKYXW1f7EgNMB9oL_HGbLFMZ1RQBt4qcgE3G6n0Jp6I0otWGfDRlxkdnPCOXDNWMPpsoz-aj=
2dS5X4W1SZ_JjF0mKvwtm8tbZhVW1Udu72RWrzhZRExb4Tvz_1pmj17QRHOoKjvVDAqfVvKkDIt=
L1ow92BqCZj3D2GUTOURVS9q0cyC93NF6F_fVzo3ZJMrBK94JS-ekGWTqV_WPRC0RymDUwtKQ0b=
FpMo3AIcs7W1g27g-7_S3YTfp1qPEcdI4sMNrxc43qJZdvQg1kpSvscRPzz6aTRL_Iv51Lax6gW=
LnGl9_dz7uYy-5o1EIuIpkwzplmVOkEUc_FBn3ZsDUn5xOHULKgxWLkU-5qcr-jrqFdvHh-Bqul=
FS8ZCcIpT-3mEyI-2VNDC-gZNDFXRB90LGew9Q7bAsgGNhLPE-Ksnv9E4cvFr_pkefbq2_zvHVE=
pNz_kPz0lwicIAG9fe2Y0tSBXIkiXiRe2WJdqC6kV_ka1oAaqxa4q6JWhuy4Il0nDoR2Yeg5XeZ=
IxyFX1keioHWAszKYjJxBk03zwG30ZV8hYLTm-Eu32sYiSCA-IXTCyFXSFNr82FX-k8FGPYlxOF=
JYyz-I396W4gwlzCI7nPYkp4PoDxOhszv0TomLClULIk_uWlAnfpW1cTH1LlxmZJKlQMkJdzcwZ=
25_hm_R2vd2o5kvsuPc4lLlrAt1lW2_Q1QuHmf-d2gbNs1QFIAeRko3cXzJLHohidf7oD_W3XC7=
8FTS7rVjU5VaQP5QMClDy_0eBR-rwmLeQFmuTY0LWAwytyVdPTQ/4df/xfwkZ1UoQ0uQnaBMfow=
p0A/h0/h001.E-dU3eNDtYBC0D3mFjcyAxlKfAZ6GhOxrCpkGW7IXyw">Read Online</a></p=
></td></tr><tr><td class=3D"dd" align=3D"center" valign=3D"top" style=3D"pa=
dding:15px 15px 20px;"><table role=3D"none" width=3D"100%" border=3D"0" cel=
lspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=3D"center" =
valign=3D"top"><h1 style=3D"text-align:left;font-family:'Trebuchet MS','Luc=
ida Grande',Tahoma,sans-serif;font-weight:Bold;font-size:32px;color:#2A2A2A=
;padding:2px 0;line-height:38px;"> final draft submitted </h1></td></tr></t=
able></td></tr><tr><td align=3D"center" valign=3D"top" style=3D"padding:15p=
x 15px 15px 15px;" class=3D"dd"><table role=3D"none" width=3D"100%" border=
=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=
=3D"left" valign=3D"middle" class=3D"mob-stack"><table role=3D"none" border=
=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"right" class=3D"social-=
mobile"><tr><td align=3D"left" valign=3D"middle"><table role=3D"none" borde=
r=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"left" style=3D"width:1=
00%"><tr><td align=3D"center" valign=3D"middle"><a href=3D"https://link.mai=
l.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzLpmxH7-WTt-1gChtTcndEMyBoSwgSdDaO=
ALV1MAeTHOBSUWCqEjdMxJtRDlZvsKnAu88Z1YRIslV1dQgAoGeH-LlK989xEpf95Db8ika45Sl=
whTcebUM9PZMOxcEU8EIFTSIMuNSB4qLjwztxvbnqwqaj3k9x7YDWd1djR36lUcCY4BEO-8OCK2=
I-S85uH-YLuQa8mRVI7YDEIBy1Ii9tmBujNqdwijt0djosYRAu_x4qgiSOlodVwx6xQfUY81qvr=
hdighTbkiVVLc8pWYQpi3-jEiLPMzXzuLTqpNamlfyEglb2XG2vNcALdCZpzpjC9URyuRQamsJU=
2ZphnCFcxGfu4pnYRZONzoKsD_DtDBqoIyYjLEOHfXYYzNzN4hGekQg/4df/xfwkZ1UoQ0uQnaB=
Mfowp0A/h1/h001.0GEfr1uZCMyqC7WsslxeowlUx1nVI9FLO__HRAvHBg0" style=3D"text-=
decoration:none; display:block;"><table role=3D"none" border=3D"0" cellspac=
ing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=3D"center" valig=
n=3D"middle" style=3D"border: 1px solid #E5E7EB; border-radius: 100%; width=
: 18px; height: 18px; padding: 8px;"><img style=3D"display:block; width:100=
%; height:100%; max-width:18px; max-height:18px; object-fit: contain;" alt=
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iv.com/cdn-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,qual=
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 width=3D"8" style=3D"width:8px;">&nbsp;</td><td align=3D"center" valign=3D=
"middle"><a href=3D"https://link.mail.beehiiv.com/ss/c/u001.eT_HH9j2kUx6jXW=
0PHemwzOjQOpuqUKCn7LAbiCzlo1oxUN44u16xvalV9lCzdHNBiGxJ35W2JgtX9Xo4q8B-GD__4=
k5qsGMhwfulOnHCFJkG6AKUBTPgALaaXaYvjxsxpkl9edo7k8w-nlEcOC_x6IItdFSxs2tWC7lB=
Rry0pvEHrjRtf_7CwEqJVDBg6iNjPnKDHPdUgcnjw9AOpmU-ITAZG5S7PPDa2nQrHj0BYcLrItg=
ra70fqUJA-TI00Q_aPo2abGZ7VlUmCT1Ely4gce6CGP1Vk321QODP_loTG6Dx_40kTO8JNeVzuC=
pVx-FS0kjV3RmlWG9Ll18faXR6fdXfs53IV_hTQ6CsWb6ewVfaOBixtHUxetoYXpXa5Mb/4df/x=
fwkZ1UoQ0uQnaBMfowp0A/h2/h001.BYSZuIIgGKv3oJCN15g92OTA0Ep2J_KCQDwU252u-7Q" =
style=3D"text-decoration:none; display:block;"><table role=3D"none" border=
=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td align=
=3D"center" valign=3D"middle" style=3D"border: 1px solid #E5E7EB; border-ra=
dius: 100%; width: 18px; height: 18px; padding: 8px;"><img style=3D"display=
:block; width:100%; height:100%; max-width:18px; max-height:18px; object-fi=
t: contain;" alt=3D"share on twitter" width=3D"18" height=3D"18" border=3D"=
0" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,format=
=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/header/x.png"/></td><=
/tr></table></a></td><td width=3D"8" style=3D"width:8px;">&nbsp;</td><td al=
ign=3D"center" valign=3D"middle"><a href=3D"https://link.mail.beehiiv.com/s=
s/c/u001.UY7-jEMcRLZ5W6M0bzLpm9U9S1JYcj8zH88ooT01vXOKGqw1BJYJi8XJOykB3s2Lb7=
jZxgrJBXG9C9ZUz4moAa4Q_S2S42btZQnbWh52QxNmc9Sey79D_WV45TMqfsdRFf2OdZdHe6vfi=
pdsxy9fP2C2_TrzRnuXBxMnYw6HFgHDd1GXnfQc7i0MzmqQw3_zKI2SRsl0JDonT-aIfgA7iSyf=
JdOIM4DY05ahIsBCWBNWZRDwmrBvV87koFtiODfBqUoxjYdUY46ZIxAIxhTmy-Vn0AF6sgaaaO7=
zBv89IQO1TJl1Gt-42ymIZZ06WhiK4CKetCjrDq1hnl5yiuOsc-CL-NBus4Nqo_zwylXrhvn8rc=
CCK5bV1cx2K4wCh_T7WLB9TuyhW703R3NeCOxQRw/4df/xfwkZ1UoQ0uQnaBMfowp0A/h3/h001=
.1Y2QIbCc96Lu6_6qsy0n5drV6qJU3uR7ZCJdecWLK6E" style=3D"text-decoration:none=
; display:block;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellp=
adding=3D"0" align=3D"center"><tr><td align=3D"center" valign=3D"middle" st=
yle=3D"border: 1px solid #E5E7EB; border-radius: 100%; width: 18px; height:=
 18px; padding: 8px;"><img style=3D"display:block; width:100%; height:100%;=
 max-width:18px; max-height:18px; object-fit: contain;" alt=3D"share on thr=
eads" width=3D"18" height=3D"18" border=3D"0" src=3D"https://media.beehiiv.=
com/cdn-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=
=3D80/static_assets/header/threads.png"/></td></tr></table></a></td><td wid=
th=3D"8" style=3D"width:8px;">&nbsp;</td><td align=3D"center" valign=3D"mid=
dle"><a href=3D"https://link.mail.beehiiv.com/ss/c/u001.UY7-jEMcRLZ5W6M0bzL=
pm5Vsol3-4mO68bGpSvtYIyCFMPHZM3NHfCQCEvGpU3U82219i03ZXpcWbsDp4yL-p1i7f6hDWN=
jIp0cw1236CySaO_b2JfvcqfWpJjaTinZwPqT1_vci0e7jxBohfGHEyq7QgnEEtEPdkEhueqToc=
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KOgwHsVOFVa5sencgZSC1-TXHc-yTsx68jEaYIdaRv4YeNfdnPwb66uEFi8wnJcvOq5JmgU9nA4=
MV_i36MgK7WaQKRkpKJpxV7GS0ODF8ThDJhk1nSWKHpqzynLJm42HxxOM-uBcSGwZFI3iey12em=
l7uCRPLsKmrg/4df/xfwkZ1UoQ0uQnaBMfowp0A/h4/h001.YwKv_7Ydgn8sSwAoX46wz8vJpJM=
vH5nt7lGTAUVsYSg" style=3D"text-decoration:none; display:block;"><table rol=
e=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center=
"><tr><td align=3D"center" valign=3D"middle" style=3D"border: 1px solid #E5=
E7EB; border-radius: 100%; width: 18px; height: 18px; padding: 8px;"><img s=
tyle=3D"display:block; width:100%; height:100%; max-width:18px; max-height:=
18px; object-fit: contain;" alt=3D"share on linkedin" width=3D"18" height=
=3D"18" border=3D"0" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Ds=
cale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/heade=
r/linkedin.png"/></td></tr></table></a></td></tr></table></td></tr></table>=
</td></tr></table></td></tr><tr><td style=3D"height:0px;width:0px;"><div st=
yle=3D"height:1px;" data-open-tracking=3D"true"> <img src=3D"https://link.m=
ail.beehiiv.com/ss/o/u001.QDl44NxZBc1mRkS74rGpGQ/4df/xfwkZ1UoQ0uQnaBMfowp0A=
/ho.gif" alt=3D"" width=3D"1" height=3D"1" border=3D"0" style=3D"height:1px=
 !important;width:1px !important;border-width:0 !important;margin-top:0 !im=
portant;margin-bottom:0 !important;margin-right:0 !important;margin-left:0 =
!important;padding-top:0 !important;padding-bottom:0 !important;padding-rig=
ht:0 !important;padding-left:0 !important;"/> </div></td></tr><tr id=3D"con=
tent-blocks"><td class=3D"email-card-body" align=3D"center" valign=3D"top" =
style=3D"padding-bottom:15px;"><table role=3D"none" width=3D"100%" border=
=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">=
Good morning Andrew, </span></p></td></tr><tr><td class=3D"dd" align=3D"lef=
t" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p sty=
le=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><i>I handed in my fi=
nal draft this week and it=E2=80=99s sitting at 57,892 words. I remember si=
tting at ~20k words and thinking that 40k seemed impossible. Turns out I ha=
d the opposite problem, I=E2=80=99m a talker and once I built up my writing=
 muscle, it naturally translated onto the page(s). I have a special thank y=
ou lined up for everyone that replied with comments or questions but you=E2=
=80=99ll have to stay tuned to find out what it is. </i></span></p></td></t=
r><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:=
left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb=
(44, 62, 80);"><i>So what=E2=80=99s next? I=E2=80=99m supposed to switch to=
 =E2=80=9Cmarketing mode=E2=80=9D now. Apparently pre-sales are a large fac=
tor in how book stores, wholesalers, etc=E2=80=A6 determine how many books =
they=E2=80=99re going to order. But don=E2=80=99t worry, I=E2=80=99m not go=
ing to sit here and beg for it, my goal is to continue writing and building=
 resources that would be helpful for founders at your stage. Ok, I might be=
g a little bit=E2=80=A6 </i></span></p></td></tr><tr><td class=3D"dd" align=
=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"=
><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><i>I=E2=80=99=
m looking for a few </i></span><span style=3D"color:rgb(44, 62, 80);"><b><i=
>early readers</i></b></span><span style=3D"color:rgb(44, 62, 80);"><i> tha=
t would be willing to preview a copy of the book and provide a short review=
 or quote we can use while marketing it. Hit me back if you=E2=80=99re inte=
rested. </i></span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=
=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"co=
lor: ;"><span style=3D"color:rgb(44, 62, 80);"><i>The following is two snip=
pets from the book that I thought belonged together but ended up in separat=
e sections. The first goes into detail about how we craft our targeting and=
 the second is a short follow-up piece on founder led prospecting. </i></sp=
an></p></td></tr><tr><td id=3D"the-market-fit-process" class=3D"dd" align=
=3D"left" valign=3D"top" style=3D"color:#2A2A2A;font-weight:normal;padding:=
0px 15px;text-align:left;"><h2 style=3D"color:#2A2A2A;font-weight:normal;">=
<span style=3D"color:rgb(44, 62, 80);"><b>The MarketFit Process=C2=A0</b></=
span></h2></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0p=
x 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"><span =
style=3D"color:rgb(44, 62, 80);">One of the toughest lessons I&#39;ve learn=
ed (and the reason I&#39;m hammering so hard on documenting product market =
fit) comes from my days running an outbound agency. Time and time again, I&=
#39;d see founders who </span><span style=3D"color:rgb(44, 62, 80);"><i>did=
</i></span><span style=3D"color:rgb(44, 62, 80);"> find product market fit=
=E2=80=94but never fully documented or shared what they&#39;d learned. They=
&#39;d hire a sales leader, fail to pass along all the crucial insights abo=
ut ideal customers and messaging, and then get frustrated when campaigns fl=
opped. We&#39;d build sequences and lists based on incomplete information, =
only for the sales leader to say the leads &quot;weren&#39;t right.&quot; T=
hat frustration built up so frequently that we built the MarketFit workshop=
. It was a team effort that evolved over time=E2=80=94starting with Aaron&#=
39;s Niche Matrix, refined by many account strategists at Predictable Reven=
ue (including Jerry, Patrick, Cole, Niamh, Ashley, Jonathan, Ania, and Nico=
la), and ultimately perfected by Kenny MacKenzie. We call it the </span><sp=
an style=3D"color:rgb(44, 62, 80);"><b>MarketFit</b></span><span style=3D"c=
olor:rgb(44, 62, 80);"> process.=C2=A0</span></p></td></tr><tr><td class=3D=
"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:br=
eak-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">The=
 MarketFit process breaks down everything we&#39;ve learned about finding a=
nd validating market fit into three testable hypotheses: targeting, need, a=
nd solution. Think of these as the three big questions you need to answer: =
Who are we trying to reach? What do they want? How can we help them? This p=
rocess will help transform a hypothetical ideal customer profile into a tan=
gible set of criteria and segments your sales team can run with. This proce=
ss might feel like skipping ahead but it&#39;s important to start documenti=
ng things now while it&#39;s fresh in your memory. This process is an excel=
lent way to communicate your product market fit with precision.=C2=A0</span=
></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15p=
x;text-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=
=3D"color:rgb(44, 62, 80);">Let&#39;s break each one down.=C2=A0</span></p>=
</td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;tex=
t-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"c=
olor:rgb(44, 62, 80);"><b>The Targeting Hypothesis</b></span><span style=3D=
"color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><tr><td class=3D"dd" al=
ign=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-wor=
d;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">This is wh=
ere most companies start=E2=80=94and where most go wrong. They look at surf=
ace-level traits like industry and company size, build a list, and start se=
lling. But effective targeting goes deeper. You need three layers:=C2=A0</s=
pan></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px =
15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"><span st=
yle=3D"color:rgb(44, 62, 80);">First, there&#39;s the company profile (what=
 most people call firmographics). This includes the usual suspects: industr=
y, employee count, revenue, location. But here&#39;s the key=E2=80=94you wa=
nt to prioritize characteristics you can actually search for in data provid=
ers. We call these &quot;searchable&quot; attributes. There&#39;s no point =
building your ideal customer profile around attributes you can&#39;t find.=
=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pad=
ding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"=
><span style=3D"color:rgb(44, 62, 80);">Next comes the persona. Who in thes=
e companies are you trying to reach? This goes beyond just job titles. You =
need to understand their level (Director, VP, C-suite), their function (Sal=
es, Marketing, Product), and their department. Again, focus on what you can=
 actually search for.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=
=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"=
><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">Finally, ther=
e are behavioral signals=E2=80=94things that might indicate a company or pe=
rson is ready to buy. This could be recent funding, conference attendance, =
technology usage, or website activity. These are harder to track systematic=
ally but can be gold when you find them. Tools like Clay and Apollo are par=
ticularly powerful here.</span></p></td></tr><tr><td class=3D"dd" align=3D"=
left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p =
style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><b>The Need Hypot=
hesis</b></span><span style=3D"color:rgb(44, 62, 80);">=C2=A0</span></p></t=
d></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-a=
lign:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"colo=
r:rgb(44, 62, 80);">This is where we dig into what your target market actua=
lly wants. It combines several key elements:=C2=A0</span></p></td></tr><tr>=
<td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;w=
ord-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 6=
2, 80);"><b>Persona Responsibilities</b></span><span style=3D"color:rgb(44,=
 62, 80);"> are what the person was actually hired to do. The easiest way t=
o figure this out? Check job postings for their role. These responsibilitie=
s create the foundation for understanding what drives their decision-making=
. For a sales leader, this might include &quot;build and manage a high-perf=
orming sales team&quot; or &quot;develop and execute sales strategies.&quot=
;=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pa=
dding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;=
"><span style=3D"color:rgb(44, 62, 80);"><b>Goals</b></span><span style=3D"=
color:rgb(44, 62, 80);"> are their annual objectives=E2=80=94the concrete o=
utcomes they&#39;re measured against. These aren&#39;t abstract aspirations=
; they&#39;re the specific targets they need to hit. For a sales leader, th=
is might be &quot;increase revenue by 50%&quot; or &quot;build a predictabl=
e pipeline generating $2M in new business.&quot;=C2=A0</span></p></td></tr>=
<tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:le=
ft;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(4=
4, 62, 80);"><b>Jobs to be Done (JTBD)</b></span><span style=3D"color:rgb(4=
4, 62, 80);"> are the specific tasks they need to complete to achieve those=
 goals. Think of these as the &quot;how&quot; behind the &quot;what&quot; o=
f their goals. If their goal is to increase revenue by 50%, their JTBD migh=
t include &quot;invite potential customers to sales calls&quot; or &quot;ma=
intain a steady flow of qualified leads.&quot;=C2=A0</span></p></td></tr><t=
r><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left=
;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44,=
 62, 80);"><b>Obstacles</b></span><span style=3D"color:rgb(44, 62, 80);"> a=
re what&#39;s getting in their way. What&#39;s making these jobs harder tha=
n they should be? What friction points exist in their current process? This=
 might be &quot;manual prospecting takes too long&quot; or &quot;can&#39;t =
find enough qualified leads.&quot;=C2=A0</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">=
<b>The Solution Hypothesis</b></span><span style=3D"color:rgb(44, 62, 80);"=
>=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pa=
dding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;=
"><span style=3D"color:rgb(44, 62, 80);">This is where you connect what you=
 offer to what they need. The solution hypothesis has four key components t=
hat work together to create a compelling narrative:=C2=A0</span></p></td></=
tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align=
:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rg=
b(44, 62, 80);"><b>Unique & Believable Solution</b></span><span style=3D"co=
lor:rgb(44, 62, 80);"> Strip away the marketing speak. Describe in plain la=
nguage exactly how you solve the specific situation described in this chain=
. No jargon, no buzzwords=E2=80=94just the honest truth about how you help.=
 Your prospects can smell marketing fluff from a mile away, so keep it real=
.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pa=
dding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;=
"><span style=3D"color:rgb(44, 62, 80);"><b>Position in the Market</b></spa=
n><span style=3D"color:rgb(44, 62, 80);"> If it&#39;s relevant for this spe=
cific chain, explain how you&#39;re different from competitors. Don&#39;t t=
ry to be all things to all people=E2=80=94focus on what makes you uniquely =
valuable for this particular situation. Sometimes this isn&#39;t relevant, =
and that&#39;s okay. Only include it if it genuinely matters for this chain=
.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pa=
dding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;=
"><span style=3D"color:rgb(44, 62, 80);"><b>Proven Results / Social Proof</=
b></span><span style=3D"color:rgb(44, 62, 80);"> Let your happy customers d=
o the talking. Use their actual words to describe the impact you&#39;ve had=
. Even better, include how they quantified that impact. Real results from r=
eal customers are worth their weight in gold. &quot;We increased our qualif=
ied pipeline by 47% in the first three months&quot; beats generic testimoni=
als every time.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"lef=
t" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p sty=
le=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><b>Relevant Trends</=
b></span><span style=3D"color:rgb(44, 62, 80);"> Identify current market or=
 industry developments that make your solution more compelling right now. T=
hese trends can make your chain of relevance more urgent or important to yo=
ur prospects. For example, if you&#39;re selling an AI-powered sales tool, =
relevant trends might include &quot;the rise of remote selling&quot; or &qu=
ot;increasing pressure to do more with smaller teams.&quot;=C2=A0</span></p=
></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;te=
xt-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"=
color:rgb(44, 62, 80);"><b>The Chain of Relevance</b></span><span style=3D"=
color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><tr><td class=3D"dd" ali=
gn=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word=
;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">These three=
 hypotheses form what we call the Chain of Relevance. It looks like this:=
=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pad=
ding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"=
><span style=3D"color:rgb(44, 62, 80);">Company =E2=86=92 Persona =E2=86=92=
 Responsibility =E2=86=92 Goal =E2=86=92 Job to be Done =E2=86=92 Obstacles=
 =E2=86=92 Solution=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D=
"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p=
 style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">Each link needs =
to connect logically to the next. When it does, you&#39;ve got a compelling=
 story that resonates with prospects because it matches their reality. This=
 provides the context for your message but is not the actual message that y=
ou&#39;ll send, that comes later.=C2=A0</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">=
<b>Testing Your Hypotheses</b></span><span style=3D"color:rgb(44, 62, 80);"=
>=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pa=
dding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;=
"><span style=3D"color:rgb(44, 62, 80);">Here&#39;s where the rubber meets =
the road. For each combination you want to test, you need at least 300 pros=
pects. Why 300? Because that&#39;s the minimum sample size you need to get =
statistically significant results.=C2=A0</span></p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">=
Start with your targeting hypothesis. Can you actually find 300 prospects t=
hat match your criteria? If not, your targeting might be too narrow=E2=80=
=94or you might need to broaden your search criteria.=C2=A0</span></p></td>=
</tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-ali=
gn:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:=
rgb(44, 62, 80);">Then test your need hypothesis. Are these prospects actua=
lly responding to messaging about the goals and obstacles you&#39;ve identi=
fied? If not, you might have the wrong need hypothesis.=C2=A0</span></p></t=
d></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-a=
lign:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"colo=
r:rgb(44, 62, 80);">Finally, test your solution hypothesis. When you connec=
t with prospects, does your solution resonate? Do they see how it helps the=
m achieve their goals? If not, you might need to rethink how you&#39;re pos=
itioning your solution.=C2=A0</span></p></td></tr><tr><td class=3D"dd" alig=
n=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;=
"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><b>Getting S=
tarted with Messaging</b></span><span style=3D"color:rgb(44, 62, 80);">=C2=
=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"paddin=
g:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"><s=
pan style=3D"color:rgb(44, 62, 80);">When you&#39;re staring at a blank pag=
e trying to write your first message, it can be overwhelming. It&#39;s temp=
ting to go hunting for templates, but resist that urge. Instead, try this a=
pproach: focus on just one element of your chain at a time.=C2=A0</span></p=
></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;te=
xt-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"=
color:rgb(44, 62, 80);">You could start with:=C2=A0</span></p></td></tr><tr=
><td style=3D"padding-bottom:12px;padding-left:37px;padding-right:27px;padd=
ing-top:12px;" class=3D"ee"><div style=3D"margin-left:0px;" class=3D"edm_ou=
tlooklist"><ul style=3D"list-style-type:disc;margin:0px 0px;padding:0px 0px=
 0px 0px;"><li class=3D"listItem ultext"><p style=3D"padding:0px;text-align=
:left;word-break:break-word;"><span style=3D"color:rgb(44, 62, 80);">Goals:=
 &quot;Are you trying to hit that 50% growth target this year?&quot;=C2=A0<=
/span></p></li><li class=3D"listItem ultext"><p style=3D"padding:0px;text-a=
lign:left;word-break:break-word;"><span style=3D"color:rgb(44, 62, 80);">Ob=
stacles: &quot;Is manual prospecting eating up too much of your team&#39;s =
time?&quot;=C2=A0</span></p></li><li class=3D"listItem ultext"><p style=3D"=
padding:0px;text-align:left;word-break:break-word;"><span style=3D"color:rg=
b(44, 62, 80);">JTBD: &quot;How are you keeping your sales pipeline consist=
ently full?&quot;=C2=A0</span></p></li><li class=3D"listItem ultext"><p sty=
le=3D"padding:0px;text-align:left;word-break:break-word;"><span style=3D"co=
lor:rgb(44, 62, 80);">Or any other element that feels natural=C2=A0</span><=
/p></li><li class=3D"listItem ultext"><p style=3D"padding:0px;text-align:le=
ft;word-break:break-word;"><span style=3D"color:rgb(44, 62, 80);">Test diff=
erent starting points and see what resonates. Almost anything is worth test=
ing when you&#39;re just getting started. The key is to start somewhere and=
 iterate based on the responses you get.=C2=A0</span></p></li></ul></div></=
td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-=
align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"col=
or:rgb(44, 62, 80);">Remember, this is an iterative process. You&#39;ll pro=
bably need to test multiple combinations before you find one that works. Bu=
t when you do find one that works=E2=80=94when you see prospects consistent=
ly engaging with your message and moving through your pipeline=E2=80=94you&=
#39;ll know you&#39;ve found a profitable segment of your market.=C2=A0</sp=
an></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 1=
5px;text-align:left;word-break:break-word;"><p style=3D"color: ;"><span sty=
le=3D"color:rgb(44, 62, 80);">The key is to document everything. Track what=
 works and what doesn&#39;t. Share the learnings with your team. And most i=
mportantly, keep refining your hypotheses based on what you learn from the =
market.=C2=A0</span></p></td></tr><tr><td id=3D"founder-led-prospecting" cl=
ass=3D"dd" align=3D"left" valign=3D"top" style=3D"color:#2A2A2A;font-weight=
:normal;padding:0px 15px;text-align:left;"><h2 style=3D"color:#2A2A2A;font-=
weight:normal;"><span style=3D"color:rgb(44, 62, 80);"><b>Founder-Led Prosp=
ecting=C2=A0=C2=A0</b></span></h2></td></tr><tr><td class=3D"dd" align=3D"l=
eft" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p s=
tyle=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">Below is the proce=
ss I use whenever I=E2=80=99m launching (or advising on) a new startup=E2=
=80=99s customer acquisition strategy. While some of these points might sou=
nd straightforward, executing them diligently=E2=80=94</span><span style=3D=
"color:rgb(44, 62, 80);"><i>by hand</i></span><span style=3D"color:rgb(44, =
62, 80);">, at first=E2=80=94makes all the difference.=C2=A0</span></p></td=
></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-al=
ign:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color=
:rgb(44, 62, 80);"><b>Pinpoint the Problem and Persona</b></span><span styl=
e=3D"color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><tr><td class=3D"dd=
" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break=
-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">Before=
 you do anything else, be absolutely clear on </span><span style=3D"color:r=
gb(44, 62, 80);"><i>what problem you=E2=80=99re solving</i></span><span sty=
le=3D"color:rgb(44, 62, 80);"> and </span><span style=3D"color:rgb(44, 62, =
80);"><i>who you=E2=80=99re solving it for</i></span><span style=3D"color:r=
gb(44, 62, 80);">. Identify the roles, industries, and specific titles of p=
eople who typically experience the pain your product addresses. This clarit=
y keeps your prospecting tight and focused=E2=80=94no wasted outreach on pe=
ople who don=E2=80=99t need (or appreciate) what you=E2=80=99re offering.=
=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"pad=
ding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"=
><span style=3D"color:rgb(44, 62, 80);"><b>Build a Target List</b></span><s=
pan style=3D"color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><tr><td cla=
ss=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-bre=
ak:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);=
">Once you know </span><span style=3D"color:rgb(44, 62, 80);"><i>who</i></s=
pan><span style=3D"color:rgb(44, 62, 80);"> you want to reach, </span><span=
 style=3D"color:rgb(44, 62, 80);"><i>start small</i></span><span style=3D"c=
olor:rgb(44, 62, 80);">. I like to assemble an initial list of 50 to 100 pr=
ospects maximum. That=E2=80=99s enough for meaningful feedback but not so l=
arge that you lose the ability to verify each name. </span><span style=3D"c=
olor:rgb(44, 62, 80);"><i>Why go small at first?</i></span><span style=3D"c=
olor:rgb(44, 62, 80);"> By manually reviewing each contact=E2=80=94checking=
 job titles, company type, or relevant pain points=E2=80=94you quickly see =
if your targeting is on track. This tight feedback loop prevents you from b=
lasting a huge, inaccurate list with the wrong message. When you create you=
r list, make sure to document the context behind it. I recommend using our =
MarketFit Matrix, you can get a copy of the template </span><a class=3D"lin=
k" href=3D"https://link.mail.beehiiv.com/ss/c/u001.VPQbJ-t6SbEWV-D-Q4fReNs0=
Bx7eJS6zYItpuswmpPEMbPpMae31Nh2XYmJxcxENzdsoYfVLfzHClcprVj3PwLyCxb55bHhEuSn=
6QOO8nWe-Dpazx883lcYs8IbJBqa8-e8dtAdhG-umwSzxzZD9IOCLXbE8CKRBWyD2QaiKM5olGk=
yYZEAADkrmqXWaKxKqzlFxr4BHjG0gn-R34HKKkp6TYIHaE_Apf6bRSWvkfSTP6Nuy51WX6eyoP=
COGwBXJBUL9Gvl8x2fjcIWSzptfzAkyxG76ORJROZxo-llyiItUKGHOJ4cjFBe81TmAQxGy5gfh=
h1E79831t-jpj1qeW7uyYPsU6WWtYBCMyCykTB1yFzJdOIVAHD_qcznUveWN/4df/xfwkZ1UoQ0=
uQnaBMfowp0A/h5/h001.lrqnkT-0qm1sPZkA4BHjb3DRh_dBTpxBgz4VHz8YTHI" target=3D=
"_blank" rel=3D"noopener noreferrer nofollow"><span>here</span></a><span st=
yle=3D"color:rgb(44, 62, 80);">.=C2=A0</span></p></td></tr><tr><td class=3D=
"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:br=
eak-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);"><b>=
Get the Word Out </b></span><span style=3D"color:rgb(44, 62, 80);">=C2=A0</=
span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px=
 15px;text-align:left;word-break:break-word;"><p style=3D"color: ;"><span s=
tyle=3D"color:rgb(44, 62, 80);">When you=E2=80=99re confident in your initi=
al target list, it=E2=80=99s time to craft your outreach=E2=80=94but keep i=
t simple. I recommend starting with two channels:=C2=A0</span></p></td></tr=
><tr><td style=3D"padding-bottom:12px;padding-left:37px;padding-right:27px;=
padding-top:12px;" class=3D"ee"><div style=3D"margin-left:0px;" class=3D"ed=
m_outlooklist"><ul style=3D"list-style-type:disc;margin:0px 0px;padding:0px=
 0px 0px 0px;"><li class=3D"listItem ultext"><p style=3D"padding:0px;text-a=
lign:left;word-break:break-word;"><span style=3D"color:rgb(44, 62, 80);">Co=
ld Email. Aim for batches of about 30 prospects per day. You can send them =
manually or use a mail merge tool like</span><span style=3D"color:rgb(44, 6=
2, 80);"> YetAnotherMailMerge</span><span style=3D"color:rgb(44, 62, 80);">=
. At this volume, it=E2=80=99s generally safe to use your main email accoun=
t. Once you start sending more than 30 a day, you=E2=80=99ll want to look i=
nto email deliverability best practices to keep your domain reputation heal=
thy. Note, at this stage I=E2=80=99m not sending follow ups. If you plan on=
 sending follow up emails, reduce the volume so your total email volume sta=
ys under 30 a day.=C2=A0=C2=A0</span></p></li><li class=3D"listItem ultext"=
><p style=3D"padding:0px;text-align:left;word-break:break-word;"><span styl=
e=3D"color:rgb(44, 62, 80);">LinkedIn. Instead of sending an empty connecti=
on request, include your message in the connection note. This helps the pro=
spect see immediately why you=E2=80=99re reaching out, and it can encourage=
 a faster response.=C2=A0</span></p></li><li class=3D"listItem ultext"><p s=
tyle=3D"padding:0px;text-align:left;word-break:break-word;"><span style=3D"=
color:rgb(44, 62, 80);">In both cases, avoid pitching. Lead with your focus=
 and ask for advice. Keep it short, clear, and focused on starting a conver=
sation=E2=80=94not closing a deal. By sending a small batch each day, you c=
an quickly see how prospects respond and tweak your approach if you=E2=80=
=99re not getting the replies you hoped for.=C2=A0</span></p></li></ul></di=
v></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;t=
ext-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D=
"color:rgb(44, 62, 80);"><b>Keep It Manual at First</b></span><span style=
=3D"color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><tr><td class=3D"dd"=
 align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-=
word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">I recom=
mend doing most of this process </span><span style=3D"color:rgb(44, 62, 80)=
;"><i>by hand</i></span><span style=3D"color:rgb(44, 62, 80);"> initially, =
without relying on automation. That means no big mail merges or automated s=
equences just yet. Why? When you=E2=80=99re typing or tailoring each messag=
e, you see firsthand which parts are clunky, which references might be wron=
g, and whether your targeting is off. If you automate too early, you risk b=
lasting hundreds of prospects with a message that=E2=80=99s slightly off-ta=
rget=E2=80=94and that=E2=80=99s a recipe for low response rates and mislead=
ing data.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" sty=
le=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"=
color: ;"><span style=3D"color:rgb(44, 62, 80);"><b>Track Every Response</b=
></span><span style=3D"color:rgb(44, 62, 80);">=C2=A0</span></p></td></tr><=
tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:lef=
t;word-break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44=
, 62, 80);">Finally, keep tabs on everything in a spreadsheet or lightweigh=
t CRM. Each prospect should have a status: </span><span style=3D"color:rgb(=
44, 62, 80);"><i>Contacted, Replied, No Response, Not Interested, Booked a =
Call</i></span><span style=3D"color:rgb(44, 62, 80);">, etc. This lets you =
see patterns =E2=80=94do half the people open but never reply? Are people m=
ore likely to reply to one pain point vs another one? Are they replying wit=
h a similar objection or not replying at all? Every data point you collect =
here is </span><span style=3D"color:rgb(44, 62, 80);"><i>pure gold</i></spa=
n><span style=3D"color:rgb(44, 62, 80);"> for refining your next batch of o=
utreach.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" styl=
e=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"c=
olor: ;"><span style=3D"color:rgb(44, 62, 80);">That=E2=80=99s the core of =
founder-led prospecting: a small, precise list, a clear hypothesis about </=
span><span style=3D"color:rgb(44, 62, 80);"><i>who</i></span><span style=3D=
"color:rgb(44, 62, 80);"> needs your solution, a tight feedback loop, and l=
ots of manual work at first to confirm everything=E2=80=99s on the right tr=
ack. By the time you consider any form of automation=E2=80=94or bringing in=
 a dedicated salesperson=E2=80=94you=E2=80=99ll know exactly where the stro=
ngest signals are coming from and </span><span style=3D"color:rgb(44, 62, 8=
0);"><i>why</i></span><span style=3D"color:rgb(44, 62, 80);"> your messagin=
g resonates.=C2=A0</span></p></td></tr><tr><td class=3D"dd" align=3D"left" =
style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">That was a meaty post,=
 if you made it this far, thanks for reading. </span></p></td></tr><tr><td =
class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-=
break:break-word;"><p style=3D"color: ;"><span style=3D"color:rgb(44, 62, 8=
0);">Until next week, </span></p></td></tr><tr><td class=3D"dd" align=3D"le=
ft" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p st=
yle=3D"color: ;"><span style=3D"color:rgb(44, 62, 80);">Collin </span></p><=
/td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text=
-align:left;word-break:break-word;"><p style=3D"color: ;"><span style=3D"co=
lor:rgb(44, 62, 80);">PS - reminder that I=E2=80=99m looking for early read=
ers that would be willing to preview a copy of the book and provide a short=
 review or quote we can use while marketing it. Hit me back if you=E2=80=99=
re interested. </span></p></td></tr></table></td></tr><tr><td class=3D"b" a=
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