Today, when [customer segment]…
Who is your product for? Identify your target audience and their specific needs.

Want to [desirable activity/outcome]…
What do they want to achieve? Understand the goals your users are striving for.

They have to [current solutions]…
What current solutions are they relying on, and why are they inadequate?

This is unacceptable, because [shortcomings of current solutions]…
Why is the current situation unacceptable? What are the deeper issues with these solutions?

We envision a world where [shortcomings are resolved]…
Paint a picture of the ideal world your product will create by solving these challenges.

We’re bringing this world about through [broad technology/approach]…
Describe the approach or technology your product will use to bring this vision to life.