Advanced Growth and Product Strategies for Technical B2B SaaS Founders and Execs

Practical Insights to Drive Revenue with Strategy, Psychology, and Tactics

De: Richmond Wong

Narrado por: Richmond Wong

The real-world, battle-tested concepts in this book focus heavily on influencing your buyer’s psyche (i.e. their “operating system”) so that you enjoy:

1. Faster conversion of prospects
2. More effective up-sells and cross-sells
3. Improved customer retention and loyalty
4. A stronger market position
5. Better prediction and shaping of buyer behavior

You'll gain these powers

1. Enhancing Product-Market-Fit: Align your product with market demands using the Light Switch and Dial Model
2. Master pricing strategy for growth: Develop an effective pricing strategy that drives growth and beats competitors
3. Increase conversion rates: Get more people buying with the "Can and Will" Promises framework
4. Ensure long-term customer satisfaction: Use this 4-step framework to create buyer delight
5. Leverage primal human instincts in marketing: Tap into the impulsivity of your buyer's childhood drives to create irresistible marketing campaigns to sell more (and more easily)
6. Create and capture demand: Harness conscious and unconscious desires through new and existing fulfillment methods to generate demand
7. Neutralize buyer skepticism about your product and build trust: Explain the “how” behind your product’s promises with clear, step-by-step details to reduce skepticism and build trust

These insights - plus others featured here - are lessons I’ve learned and frameworks I’ve built through working with 150+ founders and senior decision-makers at startups around the world, along with enterprise-level clients.

The Flexibility of Standalone Chapters

Designed for busy company leaders, each chapter can be listened to independently, giving you the flexibility to focus on what's relevant to you now.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2024 Nomad Markets (P)2024 Nomad Markets

Powerful growth strategies & frameworks that work

As a technical founder transitioning to a more strategic role, this book has been invaluable. The author's insights, drawn from his experience with 150+ startups, offer a perfect blend of high-level strategy and actionable tactics.

What I loved:

1.) Pricing Strategies: Distinguishes between pricing structure (tiers, billing frequency, feature set) and strategy (e.g., penetration pricing) to break apples-to-apples comparisons with your competitors. Richmond explains how to align these with buyer perceptions and competitor offerings for optimal growth and profit.

2.) Product-Market Fit: The "Light Switch and Light Dial Model" reframes PMF. It's not just on/off, but a dial of strength measured by sales becoming faster, easier, more frequent, and bigger. This nuanced view helps optimize fit incrementally.

3.) Competitive Differentiation: Richmond explains how changing your product's mechanism (how it works) and establishing authority can break the price competition trap. It's about creating an apples-to-oranges comparison that buyers can't easily make.

4.) Lifetime Customer Value (LTV): He goes beyond basic LTV calculations, introducing concepts like LTV growth potential and efficiency. He explains how to use these for targeted investments in specific customer segments and journey touchpoints.

I loved the heavy emphasis on practicality and not just theory. Richmond provides actionable frameworks and methodologies that can be immediately implemented.

Highly recommended.

Deep Psychology Meets Practical Frameworks

This book is highly recommended for founders and executives looking to move beyond basic growth tactics to more sophisticated strategies that your competition doesn’t know about.

What do I mean by this?

This book stands out by combining sophisticated psychological frameworks with actionable frameworks in ways I haven't seen in other business books. Instead of the usual surface-level advice, the author dives deep into both the analytical and psychological aspects of growing a B2B SaaS business.

For example, in terms of looking at Lifetime Customer Value (LTV), his approach goes far beyond basic LTV calculations, introducing three distinct forms of “highest LTV ROI” to guide investment decisions - whether it's identifying current highest returns per dollar, spots with potential for disproportionate returns, or opportunities for highest absolute returns regardless of ROI per dollar. This nuanced framework helps identify WHO to invest in, WHERE in the customer journey to focus, and WHAT specific tactics to implement.

But what really separates this book is its psychological insights. The “Forms of Desire meets Methods of Fulfillment” framework breaks down buyer desires into three categories (verbalized conscious, pre-verbal conscious, and unconscious desires) and shows how to satisfy these through new or existing fulfillment methods. Related to this is his approach to permission-based buying psychology that focuses on identity affirmation and provides a fresh lens for marketing and sales that is also effective.

This book also briefly touches on the productivity side of running a business. More specifically, a particularly unique aspect is the author's take on restrictions and restraints for productivity. Rather than just suggesting time management techniques, he explains how to deliberately exploit restrictions (making certain activities impossible) versus restraints (limiting degrees of freedom) to increase focus and output. This framework for designing your work environment is both novel and immediately applicable.

Another standout element is his contrarian view on content and storytelling. While most books emphasize compelling stories, Richmond explains why being merely compelling isn't enough - you need an effective storytelling system that delivers your message to the right people, through the right venues, in the proper sequence, with the ability to update as market conditions change.

The section on "can" versus "will" promises in marketing provides an uncommonly practical framework for crafting marketing messages. Instead of just focusing on potential outcomes, Richmond shows how to create specific, quantifiable promises that speak directly to realizing prospects' desired outcomes.

This book avoids the common trap of offering generic advice repackaged from other sources. Instead, it provides fresh frameworks and actionable insights drawn from clear experience with B2B SaaS companies. Well worth spending time with this book.

Real-world frameworks that deliver true results

I've already recommended this to several people in my network.

Background: I've read tons of business titles and I've become skeptical of books promising game changing insights. This book, however, genuinely surprised me with its deep but practical insights and immediately applicable frameworks that legitimately differentiate a business by helping you zig while your competitors zag. Insights from the book that stuck with me:

* Eliminating Buyer Doubts: Richmond's approach here is counter-intuitive but effective. Instead of making bigger claims to counter skepticism, he instead recommends explaining the mechanisms behind your promises to build credibility. This involves articulating how features deliver on claims and then connecting them to specific outcomes desired by buyers. He also demonstrates how stacking multiple believable promises can reduce overall skepticism

* Escaping Price Competition: These insights on breaking free from price competition really changed my perspective on pricing. Richmond presents two key strategies: changing your product's mechanism and establishing authority. A strong adjunct to the chapter about eliminating buyer doubts

* Forms of Desire Framework: The "Forms of Desire meets Methods of Fulfillment" framework shows how to harness conscious and unconscious buyer desires through new or existing fulfillment methods. The goal is to awaken dormant desires and transform them into demand. A structured approach to uncovering potential product features that address unmet market needs

* Resilience Strategies: In a section I initially didn't expect to find useful, Richmond's advice on building "skills-based confidence" has been surprisingly impactful. His concrete steps for developing competence in key areas have helped me push through several challenging projects I might have otherwise abandoned

If you're looking for a strategy book in the software space that goes beyond basic advice and provides frameworks you can actually use, this is it.

A secret weapon for SaaS founders and executives

Without question an essential listen for anyone aiming to elevate their B2B SaaS game, offering uncommon (but deeply effective), comprehensive, and practical growth strategies. This book stands out for balancing short-term tactics with long-term strategy.

NICHE-POSITIONING-MESSAGING FRAMEWORK --- Richmond gives a three-step approach that starts with defining your niche (product + target + desired outcome). Then using this to craft your positioning as the superior solution, and finally providing evidence through messaging

CUSTOMER ANALYSIS --- The "Three Questions" (What will they tell you? What won't they tell you? What can't they tell you?) offer a deep dive into customer psychology for uncovering hidden motivations and resistances that influence buying decisions. Critical for founders and executives to know this

BUYER RETENTION --- The "Four Step Framework for Permanent Buyer Delight" focuses on solving multiple weighted problems for identifying critical issues, then exceeding expectations set by competitors (often through stacking relevant benefits)

Worth buying? 100% - you'll learn at least one thing in here that will greatly help your business.