Here's what most companies have: a homepage, a sales deck, and a pitch deck, each written separately, each saying something slightly different.
Here's what they should have: one story, told three ways.
The customer version emphasises the problem. The investor version emphasises the size of the shift. The team version emphasises why it matters. Same spine. Different weighting.
Building it separately is how you end up as a company that sounds like three companies.
Do this over two sessions
Session one, find the shift. Look at your customer interviews. What has changed in their world in the last three years that made your product necessary? If you can't name it, you probably don't have a story, you have a feature list. Write the shift as one sentence, in language a customer would use.
Then test it. Koto's Carolyn Rush has a good bar for this: a great idea reveals a hidden truth that's core to the category, felt by customers, but somehow left unsaid. If your shift is something every competitor also says, keep digging.
Session two, write the other four beats. One slide's worth of thinking each. Keep the Promised Land free of product language. If your own product name appears before beat four, move it.
Then read it aloud to someone outside the company. Ask them to repeat it back a day later. What survives is your story. What doesn't was decoration.
Finally, map it three ways. Mark which beats get more weight for customers, for investors, for new hires. Don't rewrite. Just reweight.
