Everyone knows their problems, so jump to the solution

If you wish to make an apple pie from scratch, you must first invent the universe. Carl Sagan.

In most enterprise tech marketing copy, it’s an anti-pattern to do the whole “you must first invent the universe” thing. Buyers and curious people already know that there’s market headwinds, things change faster than ever, new technologies, etc. They want to know exactly how you solve the problem, not that it exists.

Don’t confront me with my failures I had not forgotten them. Jackson Browne.