Hmm. Sounds like a pickle! Let’s park investors for a second — their opinion is far less important than customers actually buying, using and loving your product or service. In fact, when customers buy, investors tend to follow.

Instead, identify which role(s) in the business that your building for. Will it help the sales team sell? Or the marketing team market? Or the management team manage? In order words, who are you helping achieve their goals?

I’m not trying to be obtuse but what do we really mean when we say ‘the oil industry is f***** up’? It’s pretty vague and nebulous.