Category is king. Different, not better. Creation, not disruption. Less choices. Change the way people think. Stories > everything. The story defines the problem and creates a “thing“ that people feel they must have. Tell customers what they can expect the category king to deliver. A design for how the product or service will work going forward. Describe your POV for the company's solution in a broad way. Use simple, human words. Short phrases. ---. What's the problem? Forgetting things, forgetting people's names, birthdays, anniversary, work to-do, zoom meetings, continue to make the same mistakes (wrong golf club, wrong ingredients, wrong attire, sizes for presents, wrong order, asking for addresses). What are the ramifications? Looking like a moron, feeling bad, getting broken up with, fired, looking like the office idiot, eating shitty food, losing to your friends, upsetting your mom, making your kids think you don't care about them, your wife hating you, mental anguish, mom brain, scramble brain. It needs to touch people's emotions. What is the category we create and where does it fit? Why should the category exist? Who are the customers? Everyone. Who do we want the customers to be? Moms, students, comedians, podcast hosts, professors, small business owners, teachers, young professionals, business people, salespeople, influencers, grandparents, preachers, nannies. Who are the competitors? Mem, Evernote, Apple Notes, paper, post it notes, calendar, whiteboard, reminders, anylist, todoist, email, Keep, Slack, text. Who are the media? What is the journey? From what to what? From: forgetting, writing things in the title of apple notes, losing post-its, losing envelopes, spreading all over, chaos, disorganization, too many notes, folders. To: remembering, all-in-one, simple, peace, organized, speed, cleanliness. What does the world look like if the company creates and dominates the category? People use twos to remember things, people share things with other people to remember, we have tons of integrations to organize things into twos, people don't talk about notes, people connect over things, people save other people's things, lives are saved, information is not overwhelming. How will the company create and dominate the category? We will communicate what it means to remember things, people will tell other friends how they remember things, funny ads and content about forgetting and remembering things. What story can we sell journalists and bloggers to understand the category and describe it as a new thing? What's the ultimate benefit? Never forgetting things, sharing things with the people you care about, remembering things about the people you care about. What the category ecosystem we want to create?