Most SaaS companies launch with a product-first mentality, hoping customers will naturally discover their value. But in today's crowded market, waiting for organic demand is a recipe for stagnation.
The companies that break through aren't just building better products—they're mastering the art of demand creation as the foundation of their go-to-market strategy.
Here's how to transform your approach from reactive hope to proactive growth engine:
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As you've likely noticed over the past weeks, I've tried to answer the question:Â How to fuel a dependable stream of demand for your SaaS product?
I've just
published the full essay on the topic.
Here's the essence:Â
As Jason Lemkin recently wisely stated: ...
As you have noticed, I've written a number of times about demand creation in the past weeks. Last week I highlighted the power of Narrative design - and that drove some inspiring discussions.
What I realized is how little is known about it - hence a bit more on Narrative Design today., ...
To me, the most important component in demand creation is Narrative design. And here's why: the leverage of storytelling.
It's a perfect framework to sell the idea, not the product (see chapter #9 in my book,
The Remarkable Effect).Â
- It wakes people up by evoking an emotional response in your audience.
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Many B2B SaaS confuse demand capture for demand creation - simply because they believe they're trying to generate interest for their product.Â
But there's a core difference that is important to understand. Let me explain:
- Demand Creation is about
- Creating a new market or expanding an existing one.Â
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"We have a generic SaaS product. Every company can use it!"
Maybe that's true. Maybe it's not.
In any case, just because everyone can use it doesn't mean it will make you successful.Â
Here’s why.
None of your prospects search for a generic product. ...
What choices help you get early traction in a way that just keeps growing? That's the question I explored in my interview with Saas Sales expert and entrepreneur:
Zach Barney, CEO of Mobly.
Here are my 7 highlights:
- Deeply understand what your ideal user gets motivated by and what turns them off.
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This episode is for sales-led SaaS founders who feel the business is getting slower the bigger it gets—and start to accept that as normal.
Most software companies slow down as they scale. Access got faster.
Jon Jorgensen, Co-CEO of The Access Group, joined as a telesales trainee straight from school. ...
Marcus hit Rule of 40. The board loved it. Six months later, competitors at Rule of 30 stole his biggest deals and sold for 3x his valuation.
Here's what he discovered: Rule of 40 measures whether you're financially healthy today. It doesn't measure whether you'll matter tomorrow.
While he was cutting costs to hit 40, competitors were investing in strategic moats that made them worth 2.3x more.
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Pipeline forecasts that consistently miss aren't just frustrating—they're destroying your business. Most companies attack this problem from the wrong angle, focusing on more data and more people instead of brutal honesty.
In this essay, I share eight practical steps that transformed pipeline forecasts from quarterly disappointments into reliable business drivers. You'll learn why focusing on win rates and deal sizes beats endlessly chasing leads.
No theory, no fluff—just battle-tested approaches that make SaaS pipeline as predictable as clockwork.
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