We build a consensus only after hearing multiple viewpoints in order to champion a unified, effective strategy that takes into account while still embracing a wide breath of opinions and variables. We follow our prime directives through to completion so the entire team can keep sight of the original objectives and focus. This document often contains pictures and sketches but mostly contains results from the focused research. Basically, this document is the focused effort from Market and Competitive Analysis. This document is required reading for all designers, engineers, clients or anyone else on the team.