Start with the narrow truth

Early companies often describe themselves too broadly.

They want to serve every customer and preserve every possible future. The result is a proposition that sounds large but feels weak.

A better starting point is a narrow truth: a specific group of people has a painful problem, and this product solves it unusually well.

That truth may look small. It is still more valuable than a large imaginary market held together by vague language.

Expansion can come later. First, a company needs a reason to exist in the mind of one real customer.