Startup Companies & The Before/After

This week I met again with several start up companies and it always seems to go the same--I get the presentation of the business plan and the executive summary and all the details except- except the reality of how their customers lives are really going to be changed for the better. All the details of how you are going to do something are important, very important, but the why you do it in the first place is the most important. If you can show the "why" and show what it looks like "after" you will be done, you have just begun the dialogue of how you will impact for the better. I need a picture in my mind of what it looks like before you do something, and then what does that picture look like after-I call it the "before/after". Another way to say this is, I need to see a day in the life of a user using your service or product. It is simple, yet in our analytical mind to create the business plan we can over look the simple.