Lenny’s Newsletter “Three Founder Archetypes” Infographic

Most founders pitch features and screenshots. But your best sales asset is the kind of founder you are. The image above breaks it into three simple archetypes: Problem, Insight, and Vision. Once you know which one you are, you can rewrite your pitch in a way customers instantly feel, trust, and follow.

Turn your archetype into a sales script

Grab your next email, landing page, or demo. Lead with your archetype line: a problem story, a sharp insight, or a bold vision. Then tie it directly to one concrete outcome your product delivers. When your origin story matches how you sell, buyers stop seeing a pitch and start seeing a path.

The three founder archetypes and how they sell

The “Problem” founder sells with stories that make prospects say, “I identify with you,” by describing the painful problem they personally had and fixed.
The “Insight” founder sells with proof that makes people think, “I trust you,” by showing the unique pattern or data only they spotted.
The “Vision” founder sells with a vivid future that makes buyers feel, “I’d follow you,” by painting the better world their product creates.

Quick examples of archetype-powered pitches

Basecamp leans on the Problem founder angle by telling stories about drowning in client chaos and building one simple place to manage work.

Stripe uses the Insight founder angle by framing payments as an internet infrastructure problem most people underestimated until they showed the data.