WORKING DRAFT
WORKING DRAFT
3 OF 12
QUESTION 3
The ask
Articulate the problem so clearly that a smart outsider says, “I don't know why nobody does this.” Then explain what happens to the gap over time.
What you submit
01
White-space paragraph — the “why doesn't this exist already?” answer.
02
Alternatives table — direct competitors, indirect alternatives, and “do nothing”—and why each fails your customer.
03
What happens to the gap — who could close it, with what move, on what clock, and what you will durably own by then.
04
The work-map — the jobs to be done, where the hours go today, what you take with AI vs. labor + AI vs. never, the before → after economics, and the sequence.
The work-map — fill this in
| Job to be done | Where the hours go today | AI / Labor + AI / Never | Economics before → after | Sequence |
|---|---|---|---|---|
e.g. intake & triage | 6 hrs/case, manual | AI | $X → $Y per case | 1 |
Great looks like:
The memo names the incumbent move that would close the gap, explains why the market supports many winners, and shows what you own before competition arrives.
Risk
A winner-take-all race where a funded rival's war chest keeps everyone unprofitable.
Example · Aux Insights
White Space: MBB is too high-level and does not know the marketing cold; agencies can do the marketing but cannot communicate strategically with PE.
| Alternative | Why it fails the customer |
|---|---|
| MBB | Too high-level; does not know marketing cold |
| Specialist diligence firms | Tech and accounting diligence, not marketing |
| Agencies | Can do the work, cannot speak PE's strategic language |
| Do nothing | Calling friends for free advice; demand leaks out as favors |
The Gap: Other consultants could partner with marketing operators. By then, we should have enough traction and reputation to receive new business through referrals alone.
Go deeper
The template for finding the real job customers hire you for.