At some point, every stealth startup needs to stop being a secret, and start telling people. That's a sharp transition, and it's worth thinking about carefully.

Start Telling People by marketing expert Chris Matthews is a uniquely valuable resource for early-stage startups seeking to start their marketing effectively and efficiently. With a wealth of practical knowledge across a diverse range of industries, Matthews shares invaluable insights and proven strategies to accelerate growth and build a strong, long-term brand.

Start Telling People is an indispensable guide for technical startup founders, investors, and marketers, packed with practical advice tuned explicitly for the unique needs of emerging startups. Matthews provides frameworks, examples, and interviews that reinforce the book's central thesis: marketing is a discipline, not just an activity. From customer-centric go-to-market models, to the tips and tricks of mastering a new product demo, to content strategy & A.I. tools, to surviving budgeting and downturns, the book delivers practical, jargon-free ideas that blend the best in marketing fundamentals with the functional realities of fast-paced, growth-focused startups.

Table of Contents

1. The Art & Science of Startup Marketing From Stealth to Success
2. F=ma (Force Equals Marketing Times Alliance)
3. Innovative Positioning Strategies for Category Creation, Redefinition, and Improvement
4. Shaping a Startup's Success Building and Evolving a Strong Brand Identity
5. Crafting Exceptional Customer Experiences From Delighted Discovery to Memorable Ownership
6. Form is the Function Structuring and Building the Team Needed Now
7. Mastering Demos Crafting Compelling Stories and Ensuring Flawless Execution
8. Building Foundations Systems, Tools, and the Inevitability of Artificial Intelligence
9. Unlocking Information Marketing Data for Startups: Collection, Analysis, and Application
10. Budgeting to Win Spreadsheets, Chaos, and Grace
11. Navigating Brand Debt The Power of Marketing as a Discipline During Hard Moments
12. Marketing's Horizon Adaptation, Growth, and Evolution