Marty Neumeier’s positioning statement: “We are the only X that does Y.”

Dan Saffer’s hunt statement: “I am going to research X so that I can do Y.”

(Do not sneer. The most amazing insights are the ones so simple and retroactively obvious you cannot believe that you didn’t already know them. Literally: you cannot believe you didn’t know them, and so you don’t believe it, and so you credit yourself with having conceived it yourself.)

I am going to try to boil everything I know into X/Y statements.