Their situation 2–3 sentences, in their own words from discovery — not a generic industry statement. The pain, quantified The specific cost of the problem today, in their numbers. What good looks like The outcome they described wanting — stated as their goal, not our feature. The proposed path How the solution gets them there — 3–4 bullets max, each tied to a discovery finding above. Proof One relevant reference, benchmark, or metric that makes this credible, not just plausible. Next step One specific, dated action — never "let us know if you have questions."