Arnen Blog
Practical guides on pricing, positioning, and sales strategy for B2B startups creating new categories.
The best category creators of the last twenty years didn't coin words. They recombined familiar ones, tuned them for the ear, and handed the name to the whole market. A field guide to naming a category that has no name yet — and the linguistics of what makes a name stick.
Why the best category creators of the last twenty years hid their breakthroughs inside familiar categories — and how to engineer the same move for your novel product.
The entire GTM software industry assumes your market already exists. For founders building something genuinely new, this assumption is not just wrong—it is catastrophically expensive.
A guide for category-creating founders on why pricing, narratives, and objection maps decay—how the best operators treat GTM as a living system, and what to do after your first playbook is done.
A data-backed guide for category-creating founders at Seed to Series B. Covers value discovery, willingness-to-pay interviews, pricing model selection, and the six mistakes that kill category creators.
When you are building something genuinely new, you cannot just look up your ideal customer profile. This guide covers bottom-up ICP discovery, the Adjacent User Theory, anti-personas, and how the best category creators from Gong to Figma found buyers nobody expected.
Gong analyzed 67,149 sales demos and found that 74% of objections are covered by the top 5. This guide covers how to forecast every objection before your first call, handle status quo bias, and use simulation to close more deals.