Welcome to episode 2 of Maximus & The Founder Quest! In this monthly series, Max Greenwald (Co-founder & CEO of Warmly) continues his founder brand journey with Dave Gerhardt (Author of Founder Brand & Founder of Exit Five).
Max shares how he completely overhauled Warmly's website and messaging based on Dave's advice from episode 1, and they explore the challenges of evolving from serving SDR managers to demand gen marketers.
Dave breaks down why having a villain is crucial for storytelling and warns against common pitfalls when declaring something "dead" in your messaging. They discuss the concept of minimum addressable market, when to expand beyond your first niche, and how to balance talking about where you are today versus where you're going.
Tune in to learn how to pick your lane, define your enemy, and build a compelling brand story that resonates!
HIGHLIGHTS:
0:00 Intro
0:36 Episode Begins
1:18 Reviewing the 6 questions and Warmly's refined messaging
2:43 The importance of constantly evolving your messaging
4:06 Chapter 2: Defining Your Niche and Defining Your Villain
4:17 What is a niche and why does it matter?
5:27 The minimum addressable market concept
7:54 How to know when it's time to move beyond your first niche
10:01 The challenge of serving multiple personas
12:31 Balancing where you are vs. where you're going
14:13 The "supermarketers" vision for demand gen
16:01 Why having a villain is crucial in brand storytelling
17:31 Common pitfalls when creating your villain
18:47 Choosing between different villain types
19:26 Making ABM the villain - how to do it right
20:30 Addressing market skepticism head-on
Connect with Max on LinkedIn - /max-greenwald
Connect with Dave on LinkedIn - /davegerhardt
Want to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/
