Welcome to episode 3 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).This month, Max shares his progress on defining Warmly's villain (ABM is dead) and niche (technical marketing leaders at mid-market companies), plus his big move to the Bay Area to be closer to his ICP. Dave and Max dive deep into Chapter 3: Creating an Effective Explainer, where they tackle the challenge of explaining what your company does without resorting to buzzword soup or elevator pitch pressure.Dave breaks down his "So you know how..." framework that turns complex positioning into relatable conversations, and they workshop three potential explainer directions for Warmly - from TAM CRM to person-level intent platform to AI-powered super-marketers. They discuss why education is the best marketing, how to get authentic messaging from customer feedback, and why your story should always be evolving.Tune in to learn how to create explainers that make people lean in and say "Oh, how do you do that?"HIGHLIGHTS:0:00 Intro1:27 Episode Begins2:05 Recap: Warmly's villain statement and niche definition3:14 Max's move to the Bay Area to be closer to his ICP4:18 The hero story and origin narrative strategy4:57 Education as the best marketing - lessons from Drift6:06 The power of manifesto content and strong points of view7:37 Why messaging comes from customer feedback, not brainstorms9:17 Chapter 3: Creating an Effective Explainer9:41 Why Dave hates elevator pitches and tagline pressure10:19 The conversational approach to explaining your company11:22 The "first line, second line" copywriting principle12:15 Taking pressure off the perfect one-liner13:01 How Dave explains Exit Five using relatable analogies13:53 Three potential explainer directions for Warmly14:22 Option 1: The TAM CRM approach15:15 Why buzzword soup can be problematic16:15 Option 2: Person-level intent platform17:09 The shift from inbound nets to outbound spears18:04 Option 3: Powering super-marketers with AI agents19:33 Making claims nobody else can make20:14 Why messaging is never done - the iterative approach21:33 Using your team to gather explainer feedback22:01 Understanding your competitive landscape to stand outWant to convert your website visitors instantly? Try Warmly for free - https://warmly.ai/

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