Friction before solution

Write the friction in current-state language:

When [trigger occurs], [people] must [current behavior], which causes [observable consequence]. We believe this costs [range or proxy], and we will verify that before proposing a solution.

A weak statement says: “We need an AI assistant for sales.”

A stronger statement says: “When a qualified inquiry arrives, account executives spend between two and six hours finding prior examples and adapting them into a response. The delay is visible in response time, labor, and inconsistent quality. We need to verify frequency, effort, and effect on conversion.”

The stronger statement does not assume the answer.