X is a Y which/for Z. It’s for V. Replace X with your product name. Replace Y with one of the choices: If it’s something on your computer, it’s a “program” > or “application”. If it needs WWW, and I need a browser for it, it’s a “service” It it needs both, it’s a “solution” or “environment” (and perhaps a > service too) If it needs hardware, it’s a “platform” or an “infrastructure” Replace Z with a short sentence which must have one of the verbs: Build Test Deploy etc. Replace V with your potential customer name. So let’s try: X = Docker Y = Solution Z = Sandboxing programs V = Developers and sysadmins. Result: Docker is an environment for sandboxing programs. It’s for developers and sysadmins.