Translate a campaign idea into the backer job it helps accomplish.
Backers do not pledge for attributes alone. They pledge when the campaign helps them make progress in a real situation. Situation Name the moment with enough texture that the backer recognizes it. "Travel" is vague. "Moving through an airport with one bag and a client meeting at noon" is useful. Progress Describe what the backer wants to make easier, safer, more expressive, or more satisfying. The progress should explain urgency better than a feature list can. Outcome Connect the product, reward, or community to the result the backer wants. This makes copy, images, tiers, and updates coherent.
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