00:18 - Most founders struggle to explain what they sell in a single, clear sentence.

00:32 - They assume the problem is the funnel, the copy, or the traffic source.

00:43 - If you cannot explain the offer on a napkin, it is not ready.

00:50 - Clarity always comes before complexity.

01:11 - Funnels are delivery systems, not problem solvers.

01:19 - When the offer was simplified, people bought without persuasion.