I once had an opportunity to work with ex-Coke CMO Sergio Zyman. My colleague asked him: “How many marketing strategies does a company need?” His answer was: “How many customers do you have?”
Instead, first present a glimpse of the “Promised Land “— the state of winning in the new world. Remember, winning is not having your product but the future that’s possible thanks to having your product:
Being first means easier to capture attention, easier to bring the guard down of the buyer, and harder to get you out when the war begins.