Founders Table Storytelling to Marketing Webinar

Turn Your Customer’s Story Into Stronger Marketing

Founders often know their product inside and out, but that does not always mean they know how to explain it in a way that immediately connects with customers.
 

The Founders Table Storytelling to Marketing Program is a three-session, hands-on program designed to help founders understand the story their customer is living and use that understanding to create clearer, stronger marketing.
 

The goal is practical: by the end of the program, you should have a much clearer understanding of who your customer is, what problem they are trying to solve, how they describe that problem in their own words, and how your product fits into their story.
 

You will then use that information to begin developing real marketing language for your business.

What You’ll Work On

Over three sessions, you will learn how to identify the central elements of your customer’s story, including:
 

• The problem your customer is experiencing

• What that problem costs them emotionally or practically

• What they are trying to change

• The outcome they actually want

• The language they naturally use when describing the problem

• The concerns or objections that may keep them from taking action

• The role your product or service plays in helping them move from where they are to where they want to be
   

You will also look closely at the difference between the story you believe your customer has and the story your customer actually tells.
 

You’ll Speak With a Real Potential Customer

Between the first and second sessions, you will conduct a structured interview with a potential or existing customer.
 

You will receive specific questions to guide the conversation.
 

The purpose of the interview is to hear directly from someone who experiences the problem you are trying to solve. Their words, frustrations, motivations, questions, and desired outcomes will become an important part of the work you do in the remaining sessions.
 

This helps move your marketing away from assumptions and closer to the way your customers actually think and speak.
 

From Customer Insight to Marketing

In the final stage of the program, you will begin turning what you learned into marketing language you can use.
 

Depending on your business and stage of development, this may include:

• Your homepage headline

• A clear explanation of what your product or service does

• Supporting homepage copy

• “How It Works” language

• The opening of a sales conversation or presentation

• Language for demonstrating your product or service

• Calls to action

• Key messages you can use across your website, presentations, and other marketing materials

The objective is not simply to leave with a “founder story.” You will work toward developing a customer-centered story that helps people understand why your product matters and why they should care.
 

The Three-Session Experience

Session 1: Understand the Customer Story

Identify the customer, the problem, the emotional and practical stakes, the desired transformation, and the role your product plays in that journey.
 

You will leave with a structured customer interview to conduct before the next session.

Session 2: Listen to the Customer

Bring what you learned from your customer interview into the workshop.

We will examine the language your customer used, what mattered most to them, what surprised you, where your assumptions were correct, and where your understanding needs to change.

You will use those insights to refine your customer story and your core message.

Session 3: Turn the Story Into Marketing

Translate your customer story into practical marketing language.

You will begin developing messaging that can be used on your website, in sales conversations, during product demonstrations, and throughout your marketing.

Who This Program Is For

This program is especially useful for founders who have a product, service, prototype, or developing business but find themselves struggling to answer questions such as:
 

How do I explain what I do without overexplaining it?

How do I make people understand why this problem matters?

Why does my website describe the product accurately but still feel flat?

How do I talk about my product in a way that sounds like my customer rather than like the founder?

What should the first thing on my homepage actually say?

How do I connect the features of my product to what customers really care about?

If those questions sound familiar, this program is designed to help you work through them.
 

What You Should Leave With

By the end of the program, you should have:
 

• A clearer definition of your target customer

• A deeper understanding of the problem you are solving

• Direct insight from a customer or potential customer

• Language taken from the way customers actually describe the problem

• A defined customer story

• A clearer value proposition

• Stronger messaging for explaining your business

• The beginnings of homepage and sales copy that can be refined and tested

Most importantly, you should leave with a framework you can continue using as you speak with more customers and improve your marketing.
 

Your customer already has a story. The goal of this program is to understand that story and make your product’s role in it clear.

 

From Customer Story to Marketing

A Free 60-Minute Founders Table Webinar

Founders spend a great deal of time thinking about their product.

But the way a founder understands the product is not always the way a customer experiences the problem.

That gap matters.

A founder may know every feature, every use case, and every reason the product was created, while a potential customer may still be asking much simpler questions:

Is this for me?
Does this solve a problem I actually care about?
Why should I pay attention?

The From Customer Story to Marketing webinar is a free 60-minute Founders Table session designed to help founders look at their businesses from the customer’s point of view.

Rather than beginning with what you want to say about your product, we will begin with what you need to understand about the person you are trying to reach.

The goal is to help you see how real customer insight can lead to clearer, stronger, and more relevant marketing.

What We Will Explore

During the webinar, we will look at questions such as:

• Who is the customer you are trying to reach?

• What problem are they actually experiencing?

• Why does that problem matter to them?

• What have they already tried?

• What frustrates them about their current situation?

• What outcome are they hoping for?

• What language do they naturally use when they talk about the problem?

• What might cause them to hesitate before trying your product?

• Where does your product fit into the change they are trying to make?

These questions help move the founder away from simply describing the product and toward understanding the experience surrounding the product.

What Do You Believe About Your Customer — and What Do You Know?

One of the central ideas we will explore is the difference between a founder assumption and customer evidence.

Every founder has beliefs about the people they are building for.

You may believe you know:

• why customers need the product,

• which problem matters most,

• which feature they care about,

• why they would buy,

• or how they would describe the value of what you are creating.

Some of those assumptions may be correct.

Others may change once you actually hear from the customer.

During the webinar, we will discuss how conversations with customers, product demonstrations, user testing, surveys, sales conversations, feedback, and other forms of evidence can help founders test what they believe.

Listen Before You Write

Strong marketing does not have to begin with clever copy.

It can begin with listening.

When founders pay close attention to the way customers describe their frustrations, concerns, needs, and desired outcomes, they gain language that can help them communicate their product more clearly.

We will look at how customer insight can begin influencing:

• Your homepage headline

• How you explain what your company does

• Your value proposition

• Supporting website copy

• Your “How It Works” explanation

• Sales conversations

• Product or service demonstrations

• Calls to action

• The language you use across your marketing

The objective is not to make your marketing sound more dramatic.

The objective is to make it more understandable, more specific, and more connected to the customer you are trying to reach.

A Founders Table Approach

Founders Table is built around founders learning by putting their thinking in front of other people, gathering evidence and feedback, and using what they learn to make better decisions.

This webinar applies that same idea to marketing.

We will move through three questions:

What do I currently believe about my customer?

What evidence supports or challenges those beliefs?

How should what I learn change the way I communicate my product?

That process is at the center of the larger Founders Table Storytelling to Marketing Program.

A Preview of the Three-Session Program

The 60-minute webinar will also introduce the full three-session experience for founders who want to go deeper.

Session 1: Examine What You Believe

Participants will define the customer they believe they are serving and examine their current understanding of:

• the customer's problem,

• what matters about that problem,

• the outcome the customer wants,

• what the customer may have already tried,

• and how the founder believes the product fits into that experience.

Participants will then prepare for a structured conversation with an existing or potential customer.

Between Sessions: Gather Evidence

Each participant will speak directly with at least one existing or potential customer.

Founders will receive questions to guide the conversation.

The purpose is to listen carefully and collect evidence about how the customer actually experiences and describes the problem.

Session 2: Compare Assumptions With What You Learned

Participants will bring what they heard back to the group.

They will examine:

• Where was I right?

• What did I misunderstand?

• What did the customer say that surprised me?

• What words or phrases did the customer use?

• What mattered more or less than I expected?

• What concerns or objections came up?

• What outcome was the customer really trying to achieve?

The founder then begins refining their understanding of the customer based on evidence rather than assumption alone.

Session 3: Turn What You Learned Into Marketing

Participants will use their customer insights to begin strengthening real marketing language.

Depending on the founder's needs, this may include:

• Homepage messaging

• Product descriptions

• Value propositions

• Sales introductions

• Website copy

• How-it-works explanations

• Product demonstrations

• Calls to action

The goal is to create marketing that reflects a clearer understanding of the customer.

What You Should Leave the Webinar With

By the end of the 60-minute introductory session, you should have a clearer understanding of:

• Why customer understanding comes before marketing language

• How founder assumptions can influence messaging

• What types of evidence can help you better understand your customer

• What you should listen for during customer conversations

• How customer language can improve the way you explain your product

• How insights about the customer can eventually influence your website, sales conversations, and other marketing

• Whether the three-session Storytelling to Marketing Program would be useful for you

Who Should Attend?

This webinar may be useful if you are building a product or service and find yourself asking:

Why is it so difficult to explain what I am building simply?

Do I really understand which part of the problem matters most to my customer?

Am I describing my product the way my customer would describe the need?

Why does my website explain the product accurately but still not feel compelling?

What should I be asking customers before I rewrite my marketing?

How can I use what customers tell me to improve the way I sell and explain my product?

You do not need to have perfect messaging before attending.

The purpose of the session is to help you examine what you currently believe, identify what you still need to learn, and understand how better customer evidence can lead to better communication.

From Assumption to Evidence to Better Marketing

Your marketing tells people what you believe matters about your product.

Your customers can help you determine whether you are right.

From Customer Story to Marketing is an opportunity to examine that gap—and begin using what you learn from customers to communicate what you are building more clearly.