SaaS Founders -- Search Demand Follows Category Creation
Most SaaS founders are told to start with keyword research.
But what if that’s the wrong place to start?
In this video, I break down why search demand actually follows category creation—and what you should be doing before SEO ever becomes useful.
If you’ve built something new, there may not be keywords yet. That doesn’t mean you’re doing it wrong—it means you’re early.
I’ll walk you through how to:
Explain your product clearly
Turn objections into marketing
Educate your audience
Build demand before search volume exists
Plus, we’ll use the air fryer as a real-world example of how categ…
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Chapters (20)
Should SaaS founders start with keyword research?
0:11
You built something new—now what?
0:36
Why keyword research comes later than you think
1:01
Step 1: You built the product (now the real work starts)
1:13
Step 2: Explain the problem your product solves
1:19
Step 3: Answer objections in your marketing
1:31
Step 4: Educate your audience
1:39
Why traditional SEO advice can mislead founders
2:29
The air fryer example (how categories are created)
2:58
Before “air fryer” was a term
3:16
What an air fryer actually is (and why that doesn’t matter)
4:13
What SEO would have called it (and why that fails)
4:51
Naming based on the problem, not the product
5:32
The 8 stages of category creation and demand
5:56
What I do with SaaS founders
6:43
Example: AI thumbnails & real search intent
6:59
Example: FlowChat and sales enablement positioning
7:26
Why founders struggle to explain their product
7:39
How to work with me
8:07
Outro: “Scale or die, I’m your ride or die”
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