Determine where your firm's best use resolves the greatest pain of a very
narrow slice of your market. The more narrowly you can define this intersection,
the better you can pinpoint your prospects and begin to focus all your sales and
Then state your best offer to meet your target's need
in terms of: What do you do or make? Who you do it for? How they use it? How
people can purchase it? What they have after they have bought it? Finally,
ensure all your staff can explain the above.