Ready. Fire. Aim.

Before the go-live, before the beta, and somewhere in between the cocktail napkin and the first line of code, there's the story of why you're about to build, and architect, and caffeinate, and revise, and focus group, and and and. For product visionaries or builders in residence, the story and approach of what started you on this journey is a frequently over-looked milestone. Whether it's the marketing or simply the message, get your story crisp.