I haven't read The Embedded Entrepreneur yet, but I can recommend "Zero to Sold" by Arvid. (Zero to Sold isn't specifically "audience first", but TEE is).
FWIW, apart from his books, he also does a lot to encourage and promote other founders. He seems like a decent guy.
FWIW, apart from his books, he also does a lot to encourage and promote other founders. He seems like a decent guy.