CoreStory is building code intelligence platforms that address the fundamental limitation of today's coding agents: their inability to navigate complex enterprise codebases. While foundation models excel at greenfield development, they fail at real-world engineering tasks in systems spanning millions of lines of code. CoreStory's context layer delivers a 44% improvement on SWE-bench, the industry's standard benchmark for measuring coding agent effectiveness on actual GitHub issues. In this episode of BUILDERS, I sat down with Anand Kulkarni, CEO of CoreStory, to explore how his team is enabling the shift to AI-native engineering and seeding the category of spec-driven development across Microsoft, GitHub, and Amazon.

Match your narrative precision to technical depth: CoreStory deploys three distinct positioning strategies based on audience sophistication. For AI practitioners tracking benchmarks, they lead with "44% SWE-bench improvement"—a metric that immediately signals meaningful progress on the hardest problem in the space. For engineering leaders aware of AI tooling but not deep in the research, they focus on velocity gains and ROI metrics. For executives, they describe reverse-engineering codebases into machine-readable specs. The key insight: technical audiences dismiss vague value props, while non-technical audiences get lost in benchmark details. Map your positioning to how your audience measures success in their world.

Seed category language through earned adoption, not manufactured consensus: Anand initially called their approach "requirements-driven development" before simplifying to "spec-driven development." Rather than pitching analysts, they used the term consistently in customer conversations, gave talks at GitHub Universe, and shipped demos showing the workflow. When customers naturally adopted the language and community leaders began using similar terminology independently, Microsoft and GitHub followed with their own implementations (like GitHub's SpecKit). The lesson: category language sticks when practitioners choose to use it because it clarifies their work, not because a vendor pushed it. Focus on customer adoption as proof of concept before seeking broader market validation.

Position against emergent practices, not just incumbent products: CoreStory doesn't position against legacy code analysis tools—they position as the enabler of AI-native engineering, the discipline that will displace Agile. Anand's insight from watching JIRA's success: "People don't love JIRA. What they love is Agile as a way to move away from waterfall." CoreStory is betting that 10x velocity gains from AI-native practices will drive the same categorical shift. When you're early in a technology wave, attach to the practice change (how teams will work differently) rather than feature comparisons with existing tools. Movements create markets.

Design channel strategy around customer problem awareness: CoreStory's three channels map to different stages of buyer sophistication. Direct enterprise comes from teams already deep in AI engineering who've hit the context limitation wall. Coding agent partnerships (via MCP integration with tools like Cognition and Factory) serve builders wanting better AI tooling who haven't diagnosed the context problem yet. Hyperscalers and GSIs distribute into modernization and maintenance projects where AI enablement is emerging as a requirement. Each channel serves a distinct buyer journey stage. Don't force one go-to-market motion—design multiple paths based on where different customer segments are in understanding the problem you solve.

Navigate pre-legitimacy markets by hiding the breakthrough: Before ChatGPT, selling anything AI-driven faced immediate skepticism about whether it was "real" or just smoke and mirrors. Anand couldn't lead with AI without triggering disbelief. CoreStory focused on delivered outcomes—"here's what you'll be able to do"—with AI as the mechanism, not the message. Post-ChatGPT, the challenge flipped: everyone expects AI, but now the differentiation question becomes harder. If you're building on emerging technology before market consensus forms, deemphasize the technology until buyers have context to evaluate it. Once the market validates the technology category, shift to demonstrating your specific technical advantage within it.

// Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

//

Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM