The change you want in the world, and the work you do every day to get there.
If you win, what’s different - and what do you do daily to make it so?
E.G. a habit app: a world where good habits stick; we make progress impossible to ignore.
The shift in tech, buyers, or the market that makes this urgent today, not last year.
What changed to open the window right now?
E.G. remote work turned loose async coordination into a daily, unignorable pain.
The specific customer you’re built for - and, just as important, who you’ll walk away from.
Who feels this pain most, and who do you say no to?
E.G. ops leads at 200–1,000-person teams; not solo founders.
The box the buyer files you under before you say a word. Pick the frame you can win.
What category does the buyer put you in - and does it flatter you?
E.G. “team wiki” vs “knowledge base” - the frame changes who you beat.
What people would use if you didn’t exist - rival tools, spreadsheets, or nothing at all.
If you vanished tomorrow, what would they reach for?
E.G. a spreadsheet, a legacy tool, or a manual workaround.
What’s true of you that the alternatives can’t easily claim. The real reason to switch.
What can only you say - and prove?
E.G. the only option that works fully offline.
The three or four capabilities the whole promise rests on. Everything ladders up to these.
Which 3–4 pillars carry the story?
E.G. Capture, Organize, Recall.
The line from each capability to a business outcome. If it breaks mid-sentence, cut it.
Capability → benefit → outcome: does each pillar survive the walk?
E.G. offline capture → never lose an idea → more shipped work.
Why anyone should believe the claims - the receipts standing behind every promise.
What makes each claim undeniable?
E.G. usage data, named customers, a live demo, a guarantee.
Positioning turned into the words you actually say - the pitch, the headline, the messages.
What’s the one narrative, the headline, and the three key messages?
E.G. one story, one headline, three proof-backed messages.
For [who] who [need], we are the [category] that [differentiator] - unlike [alternative].
E.G. For ops leads drowning in tools, we’re the workspace that works offline-first - unlike the tabs you juggle now.
Want this map run on your product?
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