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A multi-slide social post that walks through an idea slide by slide.
From the episode “What It Do: First-Time Founders Build Product, He Built a Distribution Robot”Hear it on the podcast1 episode
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Build in publicSharing your business progress openly as you go.Building in PublicA founder and startup growth strategy in which a company shares its product development, business metrics, strategic thinking, and operational learnings openly - typically on social platforms like LinkedIn, X (formerly Twitter), or in public forums. The strategy serves multiple purposes simultaneously: it builds brand recognition ahead of the sales cycle, creates community around the founder's perspective, generates inbound leads from buyers who self-select based on resonance with the shared thinking, and establishes the founder as an authoritative voice in their category. Dan Bladen credits Kadence's LinkedIn presence with enabling enterprise deals that would have been inaccessible through cold outreach - including replacing a 10-year competitor in nine weeks after the buyer had been following Kadence's content.CAC (customer acquisition cost)Customer acquisition cost, what you spend to win one customer.CaptureThe business development process of pursuing a specific government opportunity from identification through proposal submission.ChurnThe rate at which customers cancel.Client Avatar MismatchThe churn cause that occurs when a customer signs up with incorrect expectations about what the product delivers. At Stone Systems: contractors who believe $297 buys direct lead generation (spend → get leads) rather than a software platform that builds online presence and operational efficiency. Mismatched expectations are set before the sale and corrected only through better marketing copy, cleaner positioning, and sales qualification — not through product changes.ClientelingOne-on-one relationship selling where associates use customer data to drive personalized outreach and repeat purchases.Co-hosting / Collaborative EventsThe practice of partnering with other brands or individuals to share guest lists, split costs, and reduce hosting anxiety. The list share is often the primary value.