What founders get wrong about pilots / POCs / trials

Are they pulling? (aka: avoiding "seems-like-pull-but-isn't")

In this episode, 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. 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. We cover 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 * How to identify purchase-shaped actions * Why founders waste months chasing prospects who were never going to buy * How to "play dumb" to uncover what customers are really thinking LinksPre-order The Power of PULL and get Rob's Claude skill: https://www.robsnyder.org/book [https://www.robsnyder.org/book] Rob's PULL course: https://robsnyder.org/course [https://robsnyder.org/course] Work with Rob: https://www.robsnyder.org [https://www.robsnyder.org] Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1/ [https://www.linkedin.com/in/rsnyder1/] Follow Rob's Substack: https://thephysicsofstartups.substack.com/ [https://thephysicsofstartups.substack.com/] Chapters 01:57 Why founders misread sales calls 04:46 The cost of false PULL 08:33 What PULL actually is 10:51 What trying to buy looks like 15:46 Common signals that aren't PULL 20:33 The danger of hypothetical next steps 25:20 Playing dumb to find the truth 29:36 Getting to ground truth

If your product hasn't taken off (radical simplification)

Your startup has customers. Revenue is growing. So why does growth still feel harder than it should? Rob tackles one of the most frustrating challenges founders face: knowing your product works, but not knowing why growth isn't accelerating. Rob explains why the issue is almost always traced back to just two causes: 1. You haven't identified who truly has PULL for your product, or 2. You're doing something that prevents those people from buying. In this episode, we cover: • Why most founders feel like there are a million possible reasons growth has stalled • The two root causes behind most startup growth problems • How to identify the customers who are weird not to buy your product • Why some customers buy quickly while others never become successful • How to narrow your ICP based on real-world evidence instead of assumptions • Why most sales processes create friction instead of momentum • The difference between what causes a purchase and what prevents one • How demos, sales calls, and onboarding often work against founders • A simple way to audit your sales calls for hidden problems • The signals that tell you whether a prospect actually has PULL Links Pre-order The Power of PULL and get Rob's Claude skill: https://www.robsnyder.org/book [https://www.robsnyder.org/book] Rob's PULL course: https://robsnyder.org/course [https://robsnyder.org/course] Work with Rob: https://www.robsnyder.org [https://www.robsnyder.org] Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1/ [https://www.linkedin.com/in/rsnyder1/] Follow Rob's Substack: https://thephysicsofstartups.substack.com/ [https://thephysicsofstartups.substack.com/] Chapters 00:00 Book and course updates 04:56 Why founders feel stuck 06:42 The two causes of stalled growth 08:27 Who this framework applies to 10:00 Reason #1: You haven't identified who has PULL 11:41 Narrowing your ICP 13:09 Why PULL isn't knowable in advance 16:56 Reason #2: You're preventing people from buying 19:45 How sales processes create friction 20:29 Auditing your sales calls 21:27 The one-minute demo rule 22:08 A simple test for PULL

Learn from 2 *real* founder sales calls (Rob teardowns)

Sales teardown #1: https://youtu.be/3TsrrMSXIfg Sales teardown #2: https://youtu.be/9a78RWkaALM --- Pre-order Rob's book and get his Claude sales call analysis skill: https://robsnyder.org/book [https://robsnyder.org/book] Work with Rob: https://robsnyder.org/work-with-me [https://robsnyder.org/work-with-me] Rob's substack: https://thephysicsofstartups.substack.com/ [https://thephysicsofstartups.substack.com/]

What founders get wrong about pilots / POCs / trials

Your pilots are going well. Users are getting value. Usage is increasing. So why aren't customers buying? Or buying still is painful? Rob unpacks a common startup assumption: if a pilot succeeds, the customer will buy. He explains why pilots, demos, procurement reviews, and other parts of the sales process never cause a purchase. Instead, they can only prevent one. Understanding that distinction helps founders design shorter sales cycles, avoid endless pilots, and focus on the factors that actually drive buying decisions. In this episode: • The two things that actually cause a purchase • Why pilots belong in a completely different category • How founders accidentally sabotage deals by offering pilots too early • What procurement, security reviews, and compliance really do • How to uncover the reason behind a pilot request • Why "success criteria" can be a trap • How to design pilots that accelerate deals instead of delaying them Links: Pre-order The Power of PULL and get Rob's Claude skill: www.robsnyder.org/book [http://www.robsnyder.org/book] Work with Rob: www.robsnyder.org [http://www.robsnyder.org] Connect with Rob on LinkedIn: https://www.linkedin.com/in/rsnyder1/ [https://www.linkedin.com/in/rsnyder1/] Follow Rob's Substack: https://thephysicsofstartups.substack.com/ [https://thephysicsofstartups.substack.com/] Chapters: 00:00 One month until The Power of PULL launches 02:02 The founder question: pilots that don't convert 05:18 What actually causes a purchase? 08:43 Procurement, compliance, and other purchase blockers 12:07 Why pilots can hurt your sales process 14:29 Understanding the demand behind a pilot request 18:20 Why "success criteria" often create delays 22:06 Mistaken causality and failed lessons 25:15 Designing pilots around failure conditions 29:29 Design for causes, minimize preventers

The first two things that matter in a startup ("Aero mode")

Access to Rob's Claude skill + AMAs: LINK [https://robsnyder.org/book] (just upload a screen grab of your pre-order) Rob's book: Amazon [https://amzn.to/48KC1yv], B&N [https://bit.ly/4dyMTSv] When founder is getting started, they might be juggling multiple different ICPs and value props. Rob in this episode discusses why the goal is to eliminate all the "might work" and get to "weird if it didn't work" --> then translate that into a "weird not to meet" when a customer is in that situation. Full blog on Rob's substack (post "Aero Mode"): ⁠https://thephysicsofstartups.substack.com/⁠⁠ [https://thephysicsofstartups.substack.com/] ---- Work with Rob: ⁠ ⁠ https://www.robsnyder.org [https://www.robsnyder.org]⁠⁠ Connect w/ Rob on LinkedIn: ⁠ ⁠ https://www.linkedin.com/in/rsnyder1/ [https://www.linkedin.com/in/rsnyder1/]⁠ ⁠Weekly founder insights: ⁠⁠https://thephysicsofstartups.substack.com/⁠ [https://thephysicsofstartups.substack.com/] Preorder Rob's book - "The Power of PULL" - ⁠ https://amzn.to/48KC1yv [https://amzn.to/48KC1yv]⁠