Three founders. Three disciplines. One system.
We're building ProofStory AI: a platform that turns structured customer interviews into searchable, evidence-linked proof that B2B teams can use across sales, marketing and leadership.
We bring together three disciplines that normally sit apart:
Category and GTM strategy
How markets are framed, how categories are created, and how proof supports positioning, messaging and sales motion.
Narrative and persuasion craft
How customer stories create trust, reduce perceived risk and help buyers understand why a decision makes sense.
Product, UX and AI systems
How interviews become structured data, how evidence becomes searchable, and how proof can be activated at scale.
That mix is deliberate.
To make customer evidence useful at scale, you need more than testimonials and quotes scattered across drives, inboxes, and call recordings. You need a method for capturing the right evidence, a product that structures it, and an activation layer that helps you turn it into proof that wins deals.
That is what ProofStory is built to do.
Rune Larsen
Co-Founder & CEO
Category, methodology, and GTM strategy.
Rune leads ProofStory's category, methodology and go-to-market strategy.
He developed the Customer Story Canvas™ and the Decision Proof thesis behind the product: that B2B companies don’t just need more customer stories – they need structured proof that helps buyers make decisions.
With 25+ years across brand strategy, product marketing, storytelling and complex B2B go-to-market work, Rune focuses on how companies turn real customer evidence into messaging, sales proof and market conviction.
He is currently writing a book called The Customer Story Canvas: How B2B Decisions Are Actually Made, due early 2027.
Rolf Klaudiussen
Co-Founder & COO
Interview craft, quality control, proof activation.
Rolf has spent a decade doing what most B2B companies struggle with: turning customer interviews into proof that actually shapes decisions. He brings deep experience in strategy-led, interview-based copywriting and customer story creation for B2B SaaS and tech.
In ProofStory, Rolf leads the capture and proof activation work. He owns the quality layer – the processes that keep every Capture consistent and ensure the output is proof that survives contact with a real buying committee.
Robert Haugen
CTO & Founding Product Lead
Product, UX, and scalable systems.
Robert leads ProofStory AI, the platform that turns structured customer interviews into searchable proof, evidence-linked claims, ProofObjects and decision intelligence.
He is responsible for translating the Customer Story Canvas™ methodology into software that GTM teams can use in real workflows.
Robert's work is what makes the system scalable: interviews become structured data, claims become traceable, proof becomes searchable, and customers can use the built-in AI writer to activate their own proof base across sales and marketing.
B2B has been optimizing the message. Buyers still need proof.
For years, B2B teams have operated on a simple assumption: If we say it better, buyers will move forward.
So companies have invested in more content, more messaging, more automation, more sales assets and more tools. But in complex B2B, deals still stall, forecasts slip, and "no decision" keeps winning.
Buyers rarely lack information. What they lack is trust – in the vendor, in the decision, and in their own ability to defend it internally.
We started ProofStory because we saw the same pattern repeat across SaaS, agency work and product teams: Companies already had customer proof, but it was scattered across case studies, call recordings, transcripts, sales anecdotes, decks and internal knowledge.
It was hard to find, hard to validate, hard to reuse… and rarely structured around how buyers actually make decisions.
What was missing was a system for capturing, structuring, and activating customer proof. Another content layer wasn't going to fix it.
That's what we are building with ProofStory AI.
The missing piece wasn't another content layer. It was a system for how decisions actually happen. That's what we're building.
Read the full thesis →Your competitors are making the same claims you are. Proof is how you win.
ProofStory is for PMM, sales, and leadership teams that are done guessing why buyers say yes — and ready to build the proof layer underneath their go-to-market.