Three minutes

One strong sentence about the change you bring to the world. It’s the filter for every decision: if it doesn’t move the mission, it’s a “no”. Test: the team can repeat it from memory. Tesla example: “accelerate the world’s transition to sustainable energy”.

What the world looks like when the mission is done. Write it vivid and concrete: what people see, hear, feel — how their ordinary day changes. Not “we become the market leader” — a picture of the future people want to live in.

One beachhead segment you’ll win first: people sharing a context, motivation and pain. Not “everyone” — for example, “non-technical founders of early venture startups”. Who pays, how much, and why exactly them.

One emotionally charged pain of the segment. Not “they want to save time” but “they feel guilty they never see their kids”. Recall real stories: where people get angry, anxious, quit. Catch the verbs and emotions.

How you close the pain — at principle level, no tech or features yet. Phrase it as “How might we…”. Not “an app” — “personal recommendations based on behavior”. The idea separate from the build — that’s how you avoid copying other people’s features.

What the user concretely gets plus how you make money: price, channel, route to market. Describe the MVP — the minimum set that tests the solution. The goal is to learn, not to ship everything at once.

What’s under the hood: stack, AI models, integrations, architecture. What lets you grow without costs growing proportionally — and is hard for competitors to copy. Tech for today’s task with runway for the next one — no overengineering.