founder of naked leader
MAKE your big idea a killer proposition.
Write it out, in language a 10-year-old would understand. Explain the pain (problems overcome) and pleasure (benefits) which will come from your big idea.
Combine the two, ie, it needs to appeal to a problem being solved and an opportunity being achieved.
Then, the killer part, add the consequences of not doing something about the problem, so you end up with a three-part killer proposition.
(Extract from The Naked Millionaire)