How to Write a Compelling Idea Description

You have a great idea. But can you explain it clearly? The way you describe your idea determines whether people understand it, get excited about it, and want to help bring it to life.

Why Your Idea Description Matters

Your idea description is your first impression. It’s what potential co-founders, investors, and users see before deciding whether to engage further.

A good description:

• Hooks attention in seconds
• Communicates value clearly
• Inspires action
• Attracts the right people

A poor description:

• Confuses readers
• Buries the value proposition
• Fails to differentiate
• Repels potential collaborators

The Anatomy of a Great Idea Description

1. The Problem Statement

Start with the problem, not the solution. People need to understand and relate to the pain point before they care about your fix.

Bad: “We’re building an AI-powered task management system.”

Good: “Freelancers lose hours every week switching between apps to track projects, send invoices, and communicate with clients.”

2. The Solution

Once the problem is clear, introduce your solution in simple terms. Avoid jargon and technical details.

Bad: “Our platform leverages machine learning algorithms to optimize workflow productivity through intelligent automation.”

Good: “One app that handles projects, invoices, and client communication—so freelancers can focus on their actual work.”

3. The Target Audience

Be specific about who this is for. “Everyone” is not a target audience.

Bad: “This is for anyone who wants to be more productive.”

Good: “Built for freelance designers and developers who juggle multiple clients.”

4. The Differentiation

Why is your solution better than what exists? What’s your unique angle?

Bad: “It’s like other project management tools but better.”

Good: “Unlike project management tools built for teams, we’re designed specifically for solo freelancers.”

5. The Vision

Where is this going? What’s the bigger picture?

Example: “Starting with freelancers, we’re building the operating system for independent work.”

The One-Liner Formula

Practice distilling your idea into a single sentence. Use this structure:

For [target audience] who [have this problem], [product name] is a [category] that [key benefit]. Unlike [alternatives], we [key differentiator].

Example: “For freelance developers who struggle to manage client work across multiple tools, ProjectHQ is an all-in-one workspace that combines project management, invoicing, and communication. Unlike Notion or Monday, we’re built specifically for solo professionals.”

Common Mistakes to Avoid

1. Leading with Features

Nobody cares about features until they understand the problem. Don’t start with “We have AI-powered analytics and real-time collaboration.”

2. Using Jargon

If your grandmother can’t understand it, simplify. Terms like “blockchain-enabled,” “AI-powered,” or “disruptive innovation” often obscure rather than clarify.

3. Being Too Vague

“We’re making communication better” could mean anything. Be specific about what you’re building and for whom.

4. Focusing on Technology

Your technology is how you solve the problem, not what makes the idea compelling. Lead with outcomes, not implementation.

5. Underselling the Vision

While you should be specific, don’t be so narrow that the idea seems small. Paint a picture of where this could go.

Writing for Different Audiences

For Potential Co-Founders

Emphasize:

• The problem’s significance
• Why now is the right time
• Your relevant experience
• What you need from a partner

For Early Users

Emphasize:

• The specific pain point
• How your solution is different
• What they’ll gain
• How to get started

For Investors

Emphasize:

• Market size and opportunity
• Traction or validation
• Team and execution capability
• Business model potential

The Editing Process

Great descriptions aren’t written—they’re rewritten. Follow this process:

Step 1: Dump Everything

Write everything you could possibly say about your idea. Don’t edit—just get it out.

Step 2: Identify the Core

What’s the single most important thing? If you could only tell someone one thing, what would it be?

Step 3: Cut Ruthlessly

Remove everything that doesn’t serve clarity. If a sentence doesn’t add value, delete it.

Step 4: Read Out Loud

Does it sound natural? Awkward phrasing becomes obvious when spoken.

Step 5: Test with Others

Show your description to people who’ve never heard your idea. Watch their reactions. What confuses them?

Examples of Great Descriptions

Airbnb (Early Version)

“Book rooms with locals, rather than hotels.”

Dropbox

“Your files, anywhere.”

Stripe

“Payments infrastructure for the internet.”

Notice how simple and clear these are. No jargon. No feature lists. Just the core value proposition.

Conclusion

Your idea description is a tool. Like any tool, it should be refined and improved based on results. Pay attention to reactions, iterate on feedback, and keep simplifying.

Share your idea on IdeaBase, get AI-powered feedback on your description, and see how others respond. The right words can turn curiosity into commitment.