How the company sees the market: current positioning, industry shifts, the two futures (where the world is going), why-now, why-us. Frames every external comms.
Industry-shift content lives here.
Same tensions inform both sections.
Two-futures framing usually needs founder iteration; expect 2–3 rounds.
This is where founder vision matters most.
How the market currently sees the company. Verbatim capture from existing public assets, baseline for synthesis to work against. This section is mostly observational — it captures what is, not what should be.
Each signal followed by "What it means for [company]" framing. Sourced + cited.
The convergence of trends, technology, and market readiness that makes this the moment. Three or four converging factors usually.
What only this team, this moment, this approach can credibly do. Distinct from Why Now (which is about the moment) and Unfair Advantages (which is about the moats). Why Us is about the founder/team origin meeting the moment.