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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 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.

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