[smellycat]

In business school (I know, shudder, I went to biz school), there's a pretty textbook formula of "[Product/Service] does [what's unique about the product/service] to [competitive advantage/how it's solving the problem]." It's simple, but it's actually much harder to do than you'd think. When you nail it, it's incredibly compelling.

After you build a draft, you have to ask, "Is anyone out there already saying this? Do they have our [what's unique] or [how it's problem solving]? If so, you need to either keep workshopping and thinking about what's truly unique to your product, and if the problem you're trying to solve is 1) actually a problem or 2) a thought-out solution.

If you're really struggling to answer those questions or come up with a unique statement, it's a good indicator that your product/concept may not be viable.