The Physics of Startups

Feel anxiety about sales calls? Dread? Or find that you’re on a sales “emotional roller coaster” talking with customers

(if so, we’ve all been there)

Today we’re digging into the mindset behind feeling comfortable - even excited - about sales calls. And how to use customer demand and the formula from the PULL framework to make sales calls something you don’t dread.

This post: “The Zen of sales”

Post: The Demand Lens

PMF Camp / Group Cohort info: LINK

Rob on Lenny's Podcast: LINK

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

If you could only take *one action* that would cause the fastest growth possible for your startup, what would you do?

Cue: The Case Study Factory.

Rob breaks down why this is the mental model the fastest growing startups use to cause their products to blow through all speed limits.

The key is in thinking about your startup as a factor for producing success case studies - and understanding the machines (Pipeline + Sales + Delivery) in your factory and how to optimize them.

Recommend checking out the Substack post: How to grow the fastest

Want Rob to help diagnose your bottleneck? Info here

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

We're answering your questions in this bonus! These are all taken from comments in YouTube. Leave a comment on an episode or email me: rc@reframeb2b.com.

• What changes about PULL in crowded markets w/ competition?
• Are "Mandatory to buy" and "Weird not to buy" different?
• How has AI changed the outbound / pipeline game?
• What is PULL for Workday if it's not a good user experience? (HR software)
• Does PULL apply to B2C, or just B2B?

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

This one is for all the analytical founders in our audience.
"Me-search" (the act of analyzing your own experience and projecting onto a group, like in marketing) is a villain in business schools, but Rob argues that it does hold an important insight within your reach:
Understanding how humans are not robots and more deeply grasping what PULL is and "feels like" - which is the driving force behind your startup.

We discuss when an analytical approach vs. "feelings" is appropriate, and how to do the "me-search" exercise in your life to build the instinct of looking for PULL for customers, not rational arguments.

Read the full Substack post: In defense of "me-search"

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

There's a frequent question that Rob gets from founders who are developing new technologies - it takes forms like:

• What if I'm creating a new category?
• What if the customer doesn't know they need our product?

Today, we're digging into the concept of "Latent Demand" - what a customer prioritize right now if only there was a way.

The critical concept here is that a customer is leaning against something. In this episode, we'll try to understand what that looks like and implications for founders who suspect they are targeting a "latent demand" in customers.

Blog post: Latent Demand in Rob's substack, The Physics of Startups

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

There's a bug in a founder's brain (or at least mine) that likes to fantasize about all the benefits for customer (alleviating pain points, delivering value, helping differentiate, ...), while ignoring the more important question:

"Could they *not* buy?"

Rob helps us understand a different standard from what founders have historically used, which is requisite for a startup to find PULL at scale and hit hypergrowth: Is buying mandatory, or is it just optional?

There are some very subtle things that founders do wrong related to this, including:

• Focusing on "happiest / most satisfied / most valuable" customers rather than the ones for whom buying is mandatory
• Thinking probabilistically about customers ("4 in 10 customers with XYZ buy") instead of deterministically ("This very specific customer cannot not buy my product")

Hope this one helps you reframe the way you think about your ICP - because really, it's the most important early decision we founders make.

Full Substack post: Is buying optional?

Rob's ICP AI skill: https://github.com/RSSnyder13/icp

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Customer discovery can be very intimidating. What do I ask? How do I build a connection? How do I improvise?

We're digging into how Rob thinks about discovery, common mistakes, and ways that Rob uses to uncover real customer PULL that leads to purchases. For anyone who has waded into the murky waters of untangling what customers say, hopefully this helps to develop your intuition around what you are trying to achieve and how to get there.

Read this week's Substack: 37 ways to ask about PULL

Topics covered:

• What we're really trying to do with customer discovery
• How to ask about "all of PULL" in one question, rather than breaking into pieces and wasting time
• The "fallback questions" to have in your hip pocket if early responses are frustratingly vague / not revealing PULL
• The "break glass in case of emergency" option
• How your approach to discover should change after you find PMF

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Every founder has a million different things they could be doing, but where should they focus? What will actually move the needle and unlock their business to take off?

In this episode, we get an inside view on how Rob works with a new startup that comes to him. Objective #1: Find the right place to focus. For you to run this same diagnostic on your startup or product, you need a conceptual model of what a startup is (the case study factory), a causal model of why startups take off (PULL) and then a practical approach that identifies where you should focus.

Post: The Product-Market Fit Map

Resources for each spot you might find yourself in:

• Developing a causal model: Because / Despite
• Conceptual model of your startup: The B2B standard
• No idea or customers: Inverting the idea stage (with Cyberstarts)
• Can't get sales calls: Phenomenology of cold outbound
• Multiple different case studies: No more PULL hypotheses
• More push than pull: Are they pulling?
• Getting calls, not converting to sales: Buying is weird and rare
• Converting sales but churn: Retention is the hard part
• Attacking the bottleneck: Strict productivity

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

There's a lot going on with a first sales hire - When? Who? What to hire them for?

It's a question that Rob sees from a few angles, often taking the form of: "I can't sell my product but I think someone with sales experience can" or "My sales calls are showing promise but aren't closing and I think someone else would do a better job."

Rob's take: You need to understand your case study and the way that your startup is operating like a factory. When volume is running through and you become the bottleneck, that's the moment. Rob and RC dig into this concept and what it means for founders in this situation.

Post: When are you ready to scale sales?

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Sorry, folks. The PULL Hypothesis is out. Rob observed that founders and teams were holding too tightly onto the PULL Hypothesis and too tempted by abstractions, which prevented them from understanding and serving customer demand.

BUT - fear not. Today, we discuss the PULL Anecdote, which, speaking personally (as Rob's cohost), I think is a hugely liberating concept and I'm excited to put into action. By tying explicitly to a single, real human being's real PULL, the PULL anecdote overcomes important limitations that were making it hard for founders to get out of "abstractions" to "reality" and really seek to understand what customer's are trying to accomplish but are blocked.

Post: No more PULL hypotheses

PMF Camp! Interested in the Sept PMF Camp? Info here: LINK or reach out directly to me: rc@reframeb2b.com

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Why does a startup with a great product, a strong team, and glowing pilot feedback still fail to sell? But others with rudimentary products, ugly sales materials, and first-time teams take off?

Rob gives a way of understanding startup success (or lack there of) - including "because" factors and "despite" factors, a way to separate what actually causes someone to buy from what they buy in spite of, plus a third bucket most founders never separate out: what's simply irrelevant.

He explains why doing all the "right" things (research, pain points, design partners, funding) doesn't predict whether customers will buy, why customers will buy from an unfinished product when the real priority is there, and why it gets harder to diagnose what's actually working the more a company scales and adds people with their own theories of causality.

Post: Because / Despite

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Everyone's favorite topic - outbound!

Think about your LInkedIn or email inbox - what makes most cold outbound so bad? Rob breaks down what actually causes someone to take a meeting from a cold message, and what you are probably doing that's shooting yourself in the foot.

Rob introduces the "hierarchy of interestingness," a way to rank what's actually interesting to your recipient instead of what you want to tell them, plus the specific landmines that quietly kill response rates even when the core message is good.

Post: The Phenomenology of Cold Outbound

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Why is it so hard for founders to see real demand, even when it's all around?

Rob breaks down "the demand lens," the practice of removing your product from the picture entirely so you can see where people are actually stuck, versus the "supply lens" most founders default to without realizing it. That difference is what decides whether you're solving a real problem or just shouting into a world that was doing fine without you.

Post: The Demand Lens

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Why do founders waste so much energy thinking about things they can't actually know?

Rob breaks down his "no speculation rule," the topics he treats as off limits because they waste time without ever being answerable. The three traps: guessing the future, assuming what customers mean, and building abstractions like personas.

Post: The "No Speculation" Rule

Get in touch

Thinking about onboarding team members to PULL or something else? Email RC: rc@reframeb2b.com

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Does selling to a Fortune 100 company need a different playbook than selling to a small business?

Rob's take: enterprise sales runs on the same physics as other deals - you're still looking for one person with PULL. We discuss why procurement isn't actually your buyer, how to spot the person inside a big org who can buy, and why the "project plan to purchase" is where deals quietly stretch from one month to six or twelve.

Bonus: Rob's conversation with Newt Gingrich: YouTube | Apple Podcasts

Post: The Physics of Enterprise Sales

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

What should a founder's calendar actually look like? (and if someone looked at your calendar, would they believe finding product market fit or growing your business is your #1 priority?)

Rob introduces the Calendar Standard: a simple framework for how founders should spend their time if they're serious about reaching product-market fit and scaling from $0 to $1 million ARR. Includes a practical weekly schedule you can use today.

Post: The Calendar Standard

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

Why do some people with obvious pain points never buy?

Rob explains why founders are often taught to look for the wrong thing. Pain points may create interest, but they don't create purchases. Instead, he introduces the concept of PULL points, the conditions that make a customer unable to delay a project and unable to solve it with their existing options. Use these to stop mistaking enthusiasm for buying intent and start identifying customers who are actually trying to buy.

Post: PULL Points vs. Pain Points

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

How do you know if your startup is actually on track?

A founder recently asked Rob a simple question: What does good actually look like? Rob realized that most founders don't have clear standards for evaluating whether their startup is making progress or quietly stalling. In this episode, Rob introduces a practical framework for assessing startup health across the entire customer factory - from pipeline and PULL to close rates, cycle times, and customer success.

Covered in this episode:

• The six metrics every founder should track
• What a repeatable case study actually looks like
• How many customer conversations you should be having each week
• The close rates and sales cycles high-performing startups achieve
• Your leading indicator of customer retention

Post: The B2B Standard (v1)

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

What do startups that reach $1 million ARR have in common?

Rob has helped more than 50 startups grow from $0 to $1 million ARR. In this episode, he reflects on the patterns that show up across startups and industries, including five lessons from those journeys.

Post: My 5 biggest lessons from 50x $0-$1M+ journeys

Covered in this episode:

• Why PULL is the underlying cause of startup growth
• Why nearly every successful startup "unfolds"
• Why the product customers want is usually much smaller than founders imagine
• How founders accidentally make sales harder than they need to be

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1

People with PULL try to buy. People without PULL often sound interested, ask questions, and give positive feedback - but don't initiate purchase-shaped actions.

Rob explores one of the most costly mistakes founders make: confusing enthusiasm with PULL. We explore why things customers say like "This would solve our biggest pain point" or "This would save us millions" often lead founders down dead ends.

Post: Are they pulling?

Covered in this episode

• The difference between enthusiasm and PULL
• Why pain points, ROI, and positive feedback are often misleading
• What "trying to buy" actually looks like
• Why founders waste months chasing prospects who were never going to buy
• How to "play dumb" to uncover what customers are really thinking

Links

• Rob's Substack: The Physics of Startups
• AI Rob waitlist: https://robsnyder.org/ai-rob
• Work with Rob 1:1: https://www.robsnyder.org
• Get The Power of PULL: Amazon (https://amzn.to/48KC1yv), Barnes & Noble: (https://bit.ly/4dyMTSv)
• Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1