Business
"Are you solving the problem — or in love with the idea?"
Who it's for in one sentence. The job-to-be-done verb. The wedge. The defensible insight. Pricing logic. Whether the competitor you're avoiding has a name.
There's a product. The audience is everyone.
"For teams who want to be more productive." That's a category, not a customer.
You named a person. The job is still fuzzy.
ICP is sketched but the verb they hire you for isn't sharp. They could swap you for the status quo and not notice.
Specific person, specific job, defensible bet.
I can repeat your wedge in one sentence. The competitor is implied. The pricing has a story.
The bet is loud and the proof is on the page.
First principle is stated. The market shape is visible. The 12-month domino is named.
- Audience is "teams", "founders", or "creators"
- Pricing is round numbers with no logic
- The competitor is never named, even by category
- 1Replace the noun in your headline with a verb. Watch the wedge sharpen.
- 2Write the one-sentence bet you'd defend at dinner with a skeptic.
- 3Name the workflow you replace, not the category you join.