You need to write in one column what you think your message is for your product. What do you think your value proposition is for your product? Who do you think your target customer is for your product? What people would say to describe your product on one side of the column. On the other side, the other column is the feedback you get from people. What actually do people say when you ask them those questions? How to get value for my product? How would you describe my product? Who would be a perfect customer for your product? Then compare those side by side and continuously do that. That will lead you down the path of one knowing who you're selling to. We know how to talk to them. We know what's important to them. And we know how to describe our product.