WORKING DRAFT
WORKING DRAFT
1 OF 12
QUESTION 1
The ask
Declarative mission statement covering the what, why, and how of the business.
What you submit
01
One Sentence — one declarative sentence; benefits, not features.
02
The Category — the category you’re playing in and where it sits: AI-native, AI-disrupted, or AI-enhanced; creating demand, capturing existing spend, or fortifying share.
03
A Metaphor — a parallel that makes it click (“the ramp for AI security”). A forced metaphor is worse than none; earn one if you can.
Great looks like:
A non-expert reads the three lines and understands the problem, who hurts from it, and what kind of business this is. The category line makes every later section legible.
Example · Aux Insights
Sentence: Aux Insights provides private equity firms with McKinsey-caliber marketing diligence and value-creation work MBB can't deliver.
Category: Marketing consulting for PE in an AI-disrupted market—capturing existing spend by delivering with AI where incumbents bill human hours.
Metaphor: “McKinsey + Marketing Agency, for PE.”