If your company is doing something new and different, explain why the world needs your innovation. What is it about the existing solutions that us subpar? Maybe your new medical device avoids the need for invasive surgery to treat a serious medical condition. Or maybe you are improving on a mediocre product category$-$ creating a better hospital gown, an eassier way to be$-$wrinkle clothing a more convenient way to outsources your tac preparation and so on