The One Sentence Builder
Describe your business in plain language; the tool returns five candidate one-sentence definitions, each one passing the no-"and," named-customer, named-job test.
The test
“Can you write the job your customer hires your product to do, in one sentence, without using the word 'and'?”
If the answer is no, every other Build category is built on sand.
“We help ___ do ___.”
and
one job, one queue, one bar.
Why it matters
- —A product without a defined customer is a hobby.
- —A product without a defined job-to-be-done is a feature looking for a problem.
- —A product whose definition uses the word “and” is two products, neither of which is good.
Good
YKK: “make the zipper that doesn't fail.”
Conestoga Metalworks: “we build code-compliant custom structural and architectural metalwork for commercial general contractors in southeast Pennsylvania.”
Bad
“we do custom metalwork for commercial clients, and restoration projects, and some residential railing.”
The “ands” are the problem. That's three definitions, three queues, three quality bars, three customer bases.
“we do custom metal” — no named customer, no named job.
The captain's exercise
One sentence. Whiteboard. No “and.” Then read it back to three customers and three employees. If the customers say yes, that's why I bought it and the employees say yes, that's what we make, the foundational is solid. If anyone hesitates, dredge here before anywhere else.
“A definition with an 'and' in it is two products and zero focus.”
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This tool comes from the book. Get The Vibe Entrepreneur →