A problem the size of a lunch
A tiny shop starts with a person and a problem you could explain over lunch. Not a category. Not a passion paragraph. A sentence like: 'New team leads who freeze when they have to write a Monday note.' If the sentence needs a diagram, it is still a fog.
You should be close enough to the person to know where they already complain. If you have never heard the complaint in the wild, you are inventing a customer. Invented customers buy nothing and take months to notice.
A pretend example. Pretend Idris writes: 'Club treasurers who dread the monthly money note to parents.' Idris has been that treasurer. The lunch sentence took one line. The logo is still blank, on purpose.
Try this. Write one lunch sentence for a person you have actually met.
Educational reading from Financial Skool. Not financial, tax, or legal advice.